Exec says price adjustments are now part of the toolbox, with new perks promised in return.
Earlier this month, Spotify announced that its premium individual plan would be going up in some markets starting September, a move aimed at improving profit margins. But that’s not the end of it. Now, the company is hinting at more price hikes down the line as it rolls out new features.
In a new report, Alex Norström, Spotify’s co-president and chief business officer, made it clear that higher prices are part of the strategy going forward.
Price increases and price adjustments and so on, that’s part of our business toolbox and we’ll do it when it makes sense.– Alex Norström, co-president and chief business officer of Spotify, August 2025Norström added that these hikes won’t come empty-handed – they will be paired with new features and services. The catch? We don’t know what those will be yet. Given how much Spotify has been pushing into AI, though, it wouldn’t be surprising if some of them tie into projects like its AI DJ.
