Spotify increased its subscription prices in the U.S. for the third time in as many years, signaling a continued effort to bolster revenue streams. The monthly plan rose from $11.99 to $12.99, with the new price taking effect from the next billing cycle for affected users.

The company communicated the price adjustment to its paid subscribers via email, justifying the move as necessary to maintain the quality of its service and support artists. Spotify stated in a blog post that these "occasional updates to pricing across our markets reflect the value that Spotify delivers, enabling us to continue offering the best possible experience and benefit artists."

Analysts at JPMorgan, as reported by the Financial Times in November 2025, predicted that this price hike could potentially increase Spotify's revenue by $500 million. This latest increase follows similar adjustments made in the UK and Switzerland last year, and previous U.S. price hikes in 2023 (from $9.99 to $10.99) and June 2024 (an additional $1 increase).

Spotify's decision to raise prices reflects the ongoing pressure on streaming services to achieve profitability in a competitive market. The company boasts over 281 million paid subscribers globally, with 25 million located in North America, according to its Q3 2025 results. These figures highlight the importance of the North American market to Spotify's overall financial performance.

Looking ahead, the success of this price increase will depend on subscriber retention and the continued perceived value of the Spotify service. The company's ability to maintain its user base while increasing revenue will be a key indicator of its long-term financial health. The move also sets the stage for potential reactions from competitors and could influence pricing strategies across the broader music streaming industry.