NEW YORK, 15 January 2026 — Spotify will raise the price of its monthly Premium subscription by US$1 to US$12.99 in the United States, Estonia and Latvia, as the Swedish streaming platform continues to rely on pricing adjustments to support growth.
The company said the new pricing will take effect on customers’ billing dates starting in February, with subscribers to be notified via email. Spotify shares rose nearly 1% in premarket trading following the announcement.
Spotify has leaned on price increases in recent years as part of its growth strategy. Last year, chief financial officer Christian Luiga said that despite raising prices in more than 150 countries, the company had not seen a meaningful increase in customer churn, highlighting a focus on retaining existing users rather than aggressively pursuing new ones.
In a statement on Thursday, Spotify said the latest price change forms part of its ongoing efforts to “keep delivering a great experience”, adding that the additional revenue would be reinvested into platform improvements and creator support.
Spotify reported that its premium subscriber base rose 12% to 281 million in the third quarter, while monthly active users reached 713 million by the end of the period.
The company said its investment priorities remain centred on top-line growth, expanding user acquisition in emerging markets, and broadening its content offering to include more podcasts, videos and audiobooks.
Earlier this month, Spotify expanded its creator monetisation programme and introduced new tools for video podcasters, as competition intensifies in a crowded market where YouTube and Netflix are also vying for audience share.
Spotify has also made music videos available to premium subscribers in the US and Canada, as it seeks to attract more users and advertisers to the platform.
