“While it’s still early, initial results indicate that in markets where we’ve tested increased prices, our users believe that Spotify remains an exceptional value and they have shown a willingness to pay more for our service,” said Ek, in his remarks. He also said that early tests of price increases have performed well. “I believe an increase in value per hour is the most reliable signal we have in determining when we are able to use price as a lever to grow our business,” noted Ek. In its mature markets, Spotify says it’s seen engagement and value per hour grow over the years. This month, Spotify also rolled out new tools for Anchor users that let them include licensed music in their podcasts to help create a new type of music-and-spoken word programming.Ĭombined, Spotify sees these efforts as reasons why its service could be priced higher in some markets. It could potentially cause moderation headaches for the company now that it’s been brought in-house, and could lead to some portion of users to unsubscribe as a political stance. However, Spotify’s “The Joe Rogan Experience” deal has been more controversial.
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