After announcing subscription price hikes in numerous markets outside the US earlier this month, Spotify now plans additional price hikes as it works towards sustained profitability.
Spotify Co-President and Chief Business Officer Alex Norström told the Financial Times in a recent interview that price adjustments have become “part of our toolbox now” after maintaining flat rates in recent years.
The executive said the increases would coincide with new services and features, adding that “essentially we want the consumer to win.”
Norström’s comments come as Spotify announced on August 4 that Premium subscribers will soon receive an email explaining the price change, which applies to “multiple markets across South Asia, the Middle East, Africa, Europe, Latin America and the Asia-Pacific region.”
“To continue to innovate on our product offerings and features and bring users the best experience, we occasionally update our prices,” Spotify explained.
“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, Spotify
The company didn’t say which countries in particular would see a price hike, but The Verge used archived internet pages to confirm that the listed price for a Spotify Premium individual subscription has already been raised by EUR €1 per month in Italy, Portugal and Spain. The listed price is now €11.99 in Italy and Spain, and €8.99 in Portugal.
Speaking to the FT, Norström said: “Price increases and price adjustments and so on, that’s part of our business toolbox and we’ll do it when it makes sense.”
The executive said despite the price increases, users were converting to its Premium service, adding that it was “grabbing more market share.”
Norström said just “over 3% of the world’s population are paying us on a recurring basis . . . I think there’s just so much more runway” to expand subscriber numbers.
“Are we for a billion? . . . I definitely think it’s not impossible at all. It’s certainly a goal.”
Alex Norström, Spotify
In the second quarter of 2025, Spotify’s global Premium subscriber base grew to 276 million paying users from 268 million at the end of the prior quarter (Q1 2025). On a year-over-year basis, Premium subs grew 12% from 246 million.
Spotify’s total Monthly Active Users, which combine paying users and ad-supported users, grew 11% year over year to 696 million.
Spotify’s pricing strategy comes as the company seeks to sustain profitability. In the three months to the end of June, Spotify’s profit rose 50% YoY at constant currency to €406 million ($460m), but down QoQ due to higher ‘Social Charges’ and personnel costs.
Norström is confident that the company can achieve a billion Premium subscribers. Speaking to FT, the executive said: “Over a quarter of a billion subscribers are currently paying us every month and just using us more and more.”
“Are we for a billion? . . . I definitely think it’s not impossible at all. It’s certainly a goal.”
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