Spotify is raising the price of its Premium subscriptions again, with new rates rolling out for users in the United States, Estonia, and Latvia starting with February 2026 billing dates. It’s the company’s third Premium price hike since 2023, as Spotify continues to push for stronger margins while funding new product and creator initiatives.
Updated Spotify Premium prices in the U.S.
Here’s what Spotify says subscribers in the U.S. will pay once the change takes effect:
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Individual: $12.99/month (up from $11.99)
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Student: $6.99/month (up from $5.99)
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Duo: $18.99/month (up from $16.99)
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Family: $21.99/month (up from $19.99)
Spotify notes that subscribers in Estonia and Latvia will receive the same email notification flow, and directs users to check local pricing via Spotify’s Premium page (local currency rates can vary by market and taxes).
Why Spotify says it’s raising prices
In its announcement, Spotify frames the increase as a way to reflect the platform’s value, maintain “a quality experience,” and support continued investment in the service and the broader creator ecosystem, including artists. Subscribers will be notified by email “over the next month” with details about what the update means for their plan.
What’s changed since the last U.S. increase
Spotify’s previous U.S. Premium price increase landed in June 2024, when the company lifted plan pricing across tiers. Since then, Spotify has continued shipping product updates and experimenting with new features, especially around discovery and creator formats. Recent reporting also points to Spotify expanding AI-driven features and rolling out long-awaited upgrades like lossless audio support (availability can vary by region and plan).
The bigger strategy: pricing + scale + creator monetization
The move comes as Spotify leans into a “value capture” strategy: raising ARPU while keeping growth steady. Reuters reports Spotify has implemented increases across 150+ countries without notable subscriber losses, and cited the company’s scale at 281 million Premium subscribers and 713 million monthly active users (as of the most recently reported quarter referenced). The company has also been investing in formats beyond music, such as podcasts, audiobooks, and video, and expanding creator monetization tools as it competes more directly with YouTube and even streaming incumbents on engagement.
Spotify’s latest hike reinforces a new normal in streaming, pricing moves that feel closer to annual “adjustments” than rare events. The bet is that feature velocity (AI discovery, new listening modes, richer creator tooling) will keep churn under control even as the “$10/month era” fades further into the past.
