After years without touching anything at his prices, Spotify has not stopped shaking up his Price grid for two years. And that paid: in 2024, the company gave its first annual benefit. These successive increases did not frighten customers, quite the contrary. The number of paid subscribers increased by 12 % last year by standing at 276 million; The number of monthly active users is approaching 700 million (+11 %).
The CAP of the billion subscribers
« Price increases and adjustments are part of our commercial toolbox “Explains Alex Norström, co-president of Spotify. Next increases are to be expected ” When it will make sense». History of not putting the subscribers on the back, the platform will continue to ” bring value By adding new functions and new services. “” Basically, we want the consumer to win “Indicates the leader to Financial Timesregardless of the portfolio of these same consumers!
Despite the blows of anger that inevitably follow the increases in the various formulas, the subscribers do not hold so thoroughly at Spotify. Users continue to subscribe despite these increases: the platform ” gain market share », Assure Alex Norström.
Even better: he believes that there is still a lot of margin. “” Just over 3 % of the world’s population pays for us in a recurring way … I think there is still a lot of potential (to increase the number of subscribers) », He hopes! In fact, Spotify is now targeting the billion subscribers, quite simply.
In parallel, the company tries to convince that its price increases are not synonymous with hindsight for its customers. The new features are linked: improvement of playlists, personalization functions, tools for creators and increased integration of artificial intelligence. This positioning also aims to counter the rise of the contents generated automatically by AI, a phenomenon that Spotify is closely monitored and against which it wants to highlight the attachment to artists and original content.
A “superfall” subscription project, intended for the most committed fans and likely to cost $ 6 more per month, is also in preparation. We are also waiting for news from the Hifi or Supremium formula with Lossless audio. Finally, Spotify continues its so -called “ubiquity” strategy, which aims to be present on a maximum of devices and to offer ever more personalized experiences.
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