Spotify<\/a> is raising subscription prices in the UK for the second time in 18 months. The company is also increasing the price of its Premium plans in\u00a0Switzerland.<\/strong><\/p>\n In the UK, the music streaming giant will be increasing its Premium individual monthly plan to \u00a312.99 <\/b>from \u00a311.99.<\/b><\/p>\n The 8.3%<\/b> increase marks the second time in 18 months that the company has raised UK prices by \u00a31<\/b>. The previous adjustment took effect<\/a> in April 2024.<\/p>\n Spotify confirmed to MBW today (October 27) that Premium subscribers in both the UK and Switzerland<\/strong> received an email earlier this month explaining that the price of Spotify Premium is changing from their next billing date.<\/p>\n \u201cAs we continue innovating and enhancing the value we deliver, we periodically update our pricing to reflect local market conditions and economic factors, ensuring our service remains unparalleled,\u201d said Spotify.<\/p>\n The price of Spotify\u2019s Duo plan in the UK is also increasing, from \u00a316.99 to \u00a317.99 per month, while Family plans will rise from \u00a319.99 to \u00a321.99 per month.<\/p>\n Spotify\u2019s discounted Student tier, priced at \u00a35.99 <\/b>monthly, appears unaffected by the current increase in the UK.<\/p>\n \n Meanwhile, in Switzerland, the price of an individual subscription\u00a0increases from\u00a013.95 CHF<\/strong>\u00a0to\u00a015.95 CHF (Swiss Francs)<\/strong>, which translates<\/span>\u00a0to approximately\u00a0$20.<\/span><\/p>\n Spotify\u2019s Duo plan in the market will now be priced at 21.95 CHF<\/strong> per month (up from 18.95<\/strong> CHF<\/strong>), while Family plans in the market will rise to 26.95<\/strong> CHF <\/strong>per month (up from 22.95 CHF).<\/strong><\/p>\n The Student plan also increases in Switzerland, from 7.95 CHF<\/strong> to 8.95 CHF.<\/strong><\/p>\n The last price increase in Switzerland before October 2025 appears to have been in August 2023.<\/p>\n The world\u2019s largest recorded music market, the US, last saw a price rise from Spotify in June 2024<\/a>, when the cost of an individual Premium subscription went up by $1 per month to $11.99.<\/strong><\/p>\n While UK and Swiss users face imminent increases, analysts expect a US hike to follow soon.<\/p>\n Morgan Stanley <\/b>analysts described Spotify\u2019s September price increases in Australia<\/a> as \u201cthe beginning of a pricing cycle in \u201926\u201d<\/b> and \u201ccreates a template\u201d for pricing in other markets where Spotify bundles<\/a> music and audiobooks, Billboard<\/a> <\/i>reported<\/a>, citing an October 21 investor note.<\/p>\n Analysts at J.P. Morgan <\/b>echoed that view in an October 14 note, forecasting a US increase \u201cby year end or early 2026.\u201d<\/b> They estimate that recent hikes in Germany, Austria, and Liechtenstein represent just 25%<\/b> to 30%<\/b> of subscription revenue but could add \u20ac380 million<\/b> ($442 million) in incremental annual revenue, Billboard <\/i>reported<\/a>. A US increase, they reportedly said, could contribute another \u20ac425 million <\/b>($493 million).<\/p>\n Guggenheim<\/b> analysts also expect a US price change by the end of 2025<\/b>, noting that Spotify\u2019s latest licensing renewals with record labels \u201cincluded pending increases in per-subscriber minimum fees,\u201d which would likely be passed on to consumers.<\/p>\n Looking ahead, Morgan Stanley forecasts 14%<\/b> to 15% <\/b>annual revenue growth through 2028, with analysts\u00a0Benjamin Swinburne<\/b>\u00a0and\u00a0Cameron Mansson-Perrone <\/b>seeing \u201csignificant margin potential still ahead as the company follows product enhancements with price increases and diversifies into higher margin products.\u201d<\/p>\n The analysts also expect an improvement for Spotify\u2019s financials as it lifts prices and offers more products, such as a \u201csuperfan\u201d tier<\/a>.<\/p>\n In August, Spotify\u00a0signaled<\/a> price adjustments across multiple markets outside the US, including South Asia, the Middle East, Africa, Europe, Latin America, and the Asia-Pacific region.\u00a0The UK, where Spotify has about 15.3 million<\/b> subscribers, is now confirmed among those territories.<\/p>\n In its\u00a0Q2 earnings release<\/a>, Spotify said it had added\u00a08 million<\/b>\u00a0net Premium subscribers during the quarter, for a total of\u00a0276 million<\/b>, or 3% of the world\u2019s population. The company reported strong growth in Europe, North America and Latin America.<\/p>\n \u201cAs we continue innovating and enhancing the value we deliver, we periodically update our pricing to reflect local market conditions and economic factors, ensuring our service remains unparalleled.\u201d<\/p>\n Spotify\u00a0<\/span><\/p>\n<\/blockquote>\n The company\u2019s pricing strategy has become more aggressive in recent years. After maintaining stable subscription fees in previous years. Spotify began implementing more frequent price changes starting in 2023. The shift came as competitors including Apple Music<\/strong><\/a> and Amazon Music<\/strong><\/a> also raised prices during the same period.<\/p>\n In August, The Verge<\/i><\/a>\u00a0used archived internet pages to confirm that the listed price for a Spotify Premium individual subscription has already been raised by\u00a0EUR \u20ac1<\/b>\u00a0per month in Italy, Portugal and Spain. The listed price is now\u00a0\u20ac11.99<\/b>\u00a0in\u00a0Italy<\/a>\u00a0and\u00a0Spain<\/a>, and\u00a0\u20ac8.99<\/b>\u00a0in\u00a0Portugal<\/a>.<\/p>\n Countries that\u00a0saw<\/a>\u00a0a\u00a0price hike<\/a>\u00a0earlier this year appear not to have been affected by the latest round of price adjustments,\u00a0The Verge<\/i>\u00a0reported at the time.<\/p>\n Spotify founder Daniel Ek<\/a> <\/b>had previously indicated that the growth of the subscriber base is a key metric that he considers before deciding on further price hikes. Demand for Spotify has proven to be inelastic, with research firm\u00a0Antenna<\/b>\u00a0reporting last year that Spotify subscribers are\u00a0the least likely to cancel their subscriptions<\/a>\u00a0among customers of major video and audio streaming services in the US.<\/p>\n The UK price hike comes as Ek prepares to step back from day-to-day operations after nearly two decades as CEO. Effective January 1, 2026, Spotify will be helmed by Alex Norstr\u00f6m\u00a0<\/b>and Gustav S\u00f6derstr\u00f6m <\/b>as Co-CEOs.<\/p>\n![](\"https:\/\/www.musicbusinessworldwide.com\/files\/2025\/10\/Screenshot-2025-10-27-at-14.59.08-80x52.jpg)
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