Spotify is reportedly planning to increase its subscription prices in the new year. According to a Financial Times report, analysts from JPMorgan estimate that users will face a $1-per-month price hike, bringing the monthly subscription fee to $12.99. This would mark the company’s first price increase in the US since July 2024. However, Spotify has already raised prices in other countries, including the UK, Switzerland, and Australia.

The potential price increase comes at a time when the streaming service is facing challenges. Some users have been leaving the platform, citing reasons such as the presence of AI-generated music and advertisements for certain organizations. Additionally, several musicians have removed their music from Spotify, including Deerhoof, Xiu Xiu, and King Gizzard & the Lizard Wizard.

Recently, Spotify’s CEO Daniel Ek announced plans to step down and become the company’s executive chairman. The move has raised questions about the future direction of the company. Meanwhile, the usual excitement surrounding Spotify Wrapped, the platform’s annual summary of users’ listening habits, has been relatively muted this year.

The potential price increase and user dissatisfaction pose significant challenges for Spotify. As the company navigates these issues, it remains to be seen how the planned price hike will affect user retention and acquisition. With the streaming market becoming increasingly competitive, Spotify must balance its need for revenue with the need to maintain a loyal user base. The company’s ability to address user concerns and adapt to changing market conditions will be crucial in determining its future success.