Spotify persuaded listeners to pay a set monthly price for music, shifting fans away from piracy. The cost of a subscription is not an insignificant amount for many. Raising prices is a delicate balance — we don’t want to drive people back to piracy or unmonetized solutions. In fact, the average adult spending money on music today is spending nearly double compared to during the peak CD era in 1999, and millions more people are spending.
That said, Spotify is always evaluating pricing in each of our markets so that we can keep innovating in changing market conditions. We’ve recently increased pricing in a number of them across our different Premium subscription plans. Since Spotify and artists’ rights holders share the same pool of money, our incentives are totally aligned: We both want to generate as much revenue from listeners and advertisers as possible.