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Spotify Prepares Another U.S. Price Hike for Early 2026
Spotify is reportedly planning another subscription price increase in the U.S. during the first quarter of 2026, according to multiple industry sources familiar with the rollout. The decision signals the company’s continued push to strengthen profitability in what remains its most critical and competitive market.
The news immediately boosted investor confidence — Spotify’s stock jumped 2.4% in early Tuesday trading, extending its year-to-date gains to more than 33%, far surpassing the S&P 500’s 14% rise over the same period. The platform has already raised prices across several international markets this year, including the UK, Switzerland, and Australia. If approved, this will be Spotify’s first U.S. price hike since July 2024.
Analysts have emphasized that higher U.S. subscription prices are essential for Spotify’s long-term valuation. Deutsche Bank recently noted that delays around a domestic price move have created uncertainty for investors, while JPMorgan estimated that even a $1 monthly increase for U.S. subscribers could drive roughly $500 million in additional annual revenue.
Record labels have also been pushing major DSPs — including Spotify and Apple Music — to scale their pricing. They argue that music streaming rates have failed to keep up with inflation and remain low compared to video platforms like Netflix. Spotify’s individual plan currently costs $11.99 in the U.S., up from its original $9.99 launch price in 2011.
The potential price hike arrives at a moment when the music industry is cooling off from its post-pandemic revenue boom. According to IFPI data, global recorded-music revenue growth slowed by nearly half last year — a signal that both DSPs and rights holders are seeking new ways to stabilize financial momentum.
Whether fans will accept another increase remains to be seen, but with Spotify doubling down on profitability and label pressure rising, a U.S. hike in 2026 seems increasingly inevitable.
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