Individual plans will increase by a dollar in the U.S. and family plans to $16.99, while duo plans will go up by $2 a month. The increase is the first in more than a decade for the world’s largest music streamer with 515 million active monthly listeners.
“Running a music streaming platform is an extremely low-margin business,” Patrik Wikstrom, a professor of computational communication at the Queensland University of Technology in Australia, wrote in an email. The only way to become profitable, he added, is scaling up and becoming very large.
Wikstrom, who studies how digital technologies shape music cultures and economies, said Spotify prioritized growth — and growth is expensive. “The plan is that the company soon enough should hit a plateau and grow more slowly, reduce costs and become more profitable,” he added.
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