Spotify has signalled further price rises for customers as it invests in new features and targets 1bn users, a senior executive at the US-listed music streaming group has said.
Alex Norström, co-president and chief business officer of Spotify, told the Financial Times that price rises were “part of our toolbox now” after many years of keeping them flat. However, he added that the increases would be accompanied by new services and features that the streaming platform plans.
Spotify started raising prices only two years ago. The move was welcomed by investors keen for the company to focus on profitability after years of building subscriber numbers. Price increases and cost-cutting led to its first annual profit in 2024.
Earlier this month, the company said monthly prices for premium subscriptions would increase in some markets from September. The news sent its shares up almost 10 per cent.
“Price increases and price adjustments and so on, that’s part of our business toolbox and we’ll do it when it makes sense,” Norström said.
He added that Spotify would “keep adding value” for customers in tandem with price rises and that “essentially we want the consumer to win”.
People were converting to the service despite the increases, Norström said, noting that it was “grabbing more market share”.
Just “over 3 per cent 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, Norström noted.
Spotify said last month that subscriber numbers have risen 12 per cent in the past year to 276mn, while monthly active users were up 11 per cent to 696mn, ahead of expectations. Even so, it swung to a net loss in the second quarter.
Norström predicted that the streamer could eventually have more than 1bn users. “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.”
Norström oversees Spotify’s subscriber and advertising businesses, and content on the platform across music, podcasts, and audiobooks.
He said Spotify was developing features that provided more value and “stickiness” for subscribers.

Spotify said this week that users had created nearly 9bn playlists, and that it had added a way to make and customise transitions between tracks. It is keen to encourage users to build playlists and engage with its service as a counter to the rollout of AI-driven content.
It has also added to its services in audiobooks and podcasts, as well as tools such as an AI DJ.
However, it has yet to reveal details of a “superfan” subscription that major record labels have framed as a new way of driving growth in the music business.
Spotify has been working on a new tier that would cost an extra $6 a month aimed at the biggest fans of artists, the Financial Times reported earlier this year. When asked about it on an earnings call last month, Norström said: “We’re making progress . . . but it’s taking time.”
Norström said Spotify would continue to expand its service across devices, including with investments in AI to “allow you to create in a more interesting and lower friction way”.
He said: “We call it the ubiquity strategy of Spotify.”