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Subhasree Kar

REVEALED: Spotify just raised u s prices how should you play spot stock in january 2026 - The Real Truth

Spotify SPOT United States Daniel Ek Deutsche Bank UBS

Spotify Technology S.A. (SPOT) has kicked off the new year with a strategic move that’s grabbing investor attention: a fresh round of U.S. subscription price increases across its Premium tiers. Starting February 2026, monthly fees for individual plans will rise to $12.99, as Spotify seeks to bolster revenue, expand monetization, and improve profitability in an increasingly competitive streaming landscape. Despite the announcement, Spotify shares fell nearly 4% on Jan. 15.

The increase follows prior U.S. price hikes in July 2023 and June 2024. The price move also comes as Spotify enters 2026 under new leadership, with co-founder Daniel Ek stepping down as CEO, and co-CEOs Gustav Söderström and Alex Norström taking over.

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