Core Viewpoint - Spotify has raised its subscription price in the U.S. for the third time in three years, increasing the monthly plan from $11.99 to $12.99, effective from the next billing cycle [1]. Pricing Strategy - The company stated that occasional price updates reflect the value delivered to users and help maintain a high-quality experience for both users and artists [2]. - Analysts from JPMorgan predict that the upcoming price hike in the first quarter of 2026 could boost Spotify's revenue by $500 million [2]. Historical Price Changes - Spotify previously increased its U.S. subscription price from $9.99 to $10.99 in 2023 and made another increase of $1 in June 2024 [3]. - Similar price hikes were implemented in markets such as the UK and Switzerland last year [3]. User Base - As of Q3 2025, Spotify has over 281 million paid users globally, with 25% of them located in North America [3]. - In addition to the U.S., Spotify is also raising prices in Estonia and Latvia [3].