Source: SOPA
Spotify is raising the cost of its Premium subscriptions in the UK and Switzerland. This is the second UK increase in just 18 months, and it reflects a broader global strategy. Analysts believe the hikes are part of a pricing cycle that could soon reach the United States.
What’s Changing for Subscribers
In the UK, the individual Premium plan will rise from £11.99 to £12.99 per month. Duo and Family plans also increase, while the Student plan remains unchanged. In Switzerland, however, the changes are more widespread. Individual subscriptions climb from 13.95 CHF to 15.95 CHF, and even the Student plan rises from 7.95 CHF to 8.95 CHF. Spotify explained that these adjustments reflect “local market conditions and economic factors.” Furthermore, the company continues to highlight Premium-only features such as DJ mixing tools, audiobooks, and AI-powered playlists as added value for subscribers.
Industry analysts see these hikes as part of a larger trend. For example, Morgan Stanley, J.P. Morgan, and Guggenheim all expect a U.S. increase by late 2025 or early 2026. They estimate that new pricing could add hundreds of millions in annual revenue. As a result, Spotify would be able to cover higher licensing costs and invest in new products, including a potential “superfan” tier. Moreover, research shows Spotify users are less likely to cancel than subscribers of other streaming services, which suggests that demand remains strong despite higher costs.
Leadership Transition on the Horizon
Meanwhile, the timing of these changes coincides with a leadership shift. Founder Daniel Ek will step back in January 2026, and Alex Norström and Gustav Söderström will take over as Co-CEOs. Norström has emphasized that Spotify is gaining market share even as prices rise. He also pointed to higher payouts for artists, podcasters, and authors as proof of the platform’s growing influence. Consequently, Spotify is positioning itself not only as a streaming service but also as a key driver of revenue for the wider music industry.
Ultimately, the message for listeners is clear. Spotify is betting that exclusive features, global reach, and strong loyalty will outweigh frustration over higher bills. With more markets expected to follow, subscribers should prepare for regular adjustments as streaming enters a new era.
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