Spotify has announced plans to raise the monthly price of its individual premium subscription in select markets starting September 2025, signaling a continued pivot away from its earlier growth-at-all-costs model.

The company disclosed the update on August 4 but did not specify which regions will be affected or the new pricing tiers. The move follows two previous hikes within the last two years—first from $9.99 to $10.99 in July 2023, then to $11.99 in 2024—marking a 20% increase since the company ended a 12-year run of price stability.

The shift underscores a broader change in Spotify’s business strategy, as it prioritizes profitability over aggressive user acquisition. This puts Spotify’s pricing above that of key rivals: its $11.99 individual plan exceeds Apple Music’s $10.99, while its $19.99 family plan also outpaces Apple’s $16.99 option.

Streaming platforms across the industry are increasingly adopting this approach. However, data suggests price hikes can come at a cost. When Amazon Music Unlimited increased rates in May 2022, it saw a 41% drop in Prime Plan sign-ups and a 12% decline in overall new subscriptions within just three weeks.

Spotify’s latest move reflects both a response to market dynamics and a test of subscriber loyalty amid a maturing streaming landscape.