Spotify Raises Premium Subscription Price to $12.99 in Select Markets
GeokHub
Stockholm | Jan 15, 2026 — GeokHub Spotify has announced a price increase for its Premium subscription, raising the monthly cost by $1 to $12.99 in select markets, including the United States, Estonia, and Latvia.
The Swedish audio streaming company said the updated pricing will take effect on users’ next billing cycle starting in February, with subscribers set to receive advance email notifications explaining the change.
Spotify shares edged higher in early trading following the announcement, reflecting investor confidence in the company’s pricing strategy.
Price Increases Drive Revenue Growth
Spotify has leaned on gradual price increases in recent years as part of its broader push toward sustainable profitability. Company executives have previously noted that despite raising prices across more than 150 countries, the platform has not seen a meaningful increase in customer cancellations.
The company said the latest adjustment is aimed at maintaining and improving the user experience, adding that additional revenue will be reinvested into the platform and used to support creators.
Subscriber Growth Remains Strong
Spotify continues to show steady user growth. Premium subscriptions rose 12% year-on-year to 281 million in the third quarter, while total monthly active users reached 713 million.
The company’s longer-term strategy focuses on expanding its footprint in emerging markets, while broadening its content offerings beyond music to include podcasts, video content, and audiobooks.
Expanding Creator Tools and Video Content
Earlier this month, Spotify expanded its creator monetization program and rolled out new tools designed for video podcasters, as competition intensifies with platforms such as YouTube and Netflix.
Spotify has also begun offering music videos to Premium subscribers in the U.S. and Canada, a move aimed at boosting engagement and attracting advertisers.
