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What began as a music-only streaming platform evolved into a broader audio platform that included podcasts and audiobooks. Now, Spotify is venturing into video — in both snippets and long-form content, although the latter is only in an experimental phase.
During Tuesday’s Q2 earnings call, CEO Daniel Ek and interim CFO Ben Kung repeatedly referred to “the Spotify Machine” when explaining the company’s expansion beyond music. As Ek explained, the term means the company “isn’t just a sort of one-trick pony anymore, but it’s actually multiple verticals working together” to create more choice for consumers and drive more engagement.
“Because you may come for the music and stay for the audiobooks,” Ek said. “Some customers may come for the podcast and stay for the audiobooks.”
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The term makes sense: Spotify is an increasingly complex product with multiple moving parts, numerous audio and video formats, and a variety of paid tiers. Each new component to the machine is meant to make the company more valuable as a whole. Similarly, concert promoter and ticketing company Live Nation uses the term “flywheel” to describe how its various products and business segments provide momentum for the larger entity. But “the machine” has a better ring to it.
The machine is integral to becoming a sustainable, profitable company. As Spotify detailed in its 2022 investor day presentation, branching out from music will help improve its gross margins and become the profitable company it has long aspired to be. Music margins are roughly 30% of revenue — the remaining 70% goes to rights holders — and will top out at 35%, the company has said. At that 2022 presentation, Spotify said podcast margins can reach 40-50% gross margin and overall gross margin can get to 40% (gross margin rose to 27.6% in Q1 from 25.2% a year earlier).
The machine helps increase engagement. Spotify is more valuable if people spend more time using it. When engagement increases, churn decreases, which in turn reduces the expense involved in bringing those lapsed customers back. When engagement increases, free users are more likely to become paid subscribers. The last thing a streaming service wants is an infrequent customer who doesn’t enjoy the features or delve deep into its content. Audiobooks are a good example of keeping people hooked: Ek said that in the markets where audiobooks are available, 25% of users are listening to them. What’s more, in the first two weeks a Spotify user listens to audiobooks, Spotify sees “over two and a half hours of incremental usage on the audiobook side,” he said.
The machine gives users greater freedom of choice. Ek confirmed Spotify will have an audiobook-only subscription tier along with a music-only tier; the standard subscription tier offers both music and audiobooks. Over the years, Spotify has given consumers multiple options to choose from: an individual plan, a two-person plan called Duo, a multi-user family plan, and, in certain markets, the ability to purchase one day at a time. Spotify wants to provide “as much flexibility as possible in this next stage of Spotify” to convert more users to paid subscribers, Ek explained.
The machine is built to maximize value. Ek and Kung frequently mentioned a particular internal metric, a value-to-price ratio, that Spotify uses as a North Star these days. By adding podcasts, audiobooks and education, as well as features such as Wrapped — Spotify’s personalized year-end recap — Spotify delivers more value than it provided when it was a simpler, music-only service. Ek singled out the videos that Spotify has added in “11 or 12” markets and built anticipation for video clips that will allow artists to tell stories about their new releases. Such videos are one way Spotify is “focused on winning discovery” to make the platform a better listening experience, Ek said. Spotify’s recent foray into educational video courses in the U.K. is another stab at adding value.
The machine ultimately gives Spotify the ability to raise prices. When Spotify adds products and features, EK explained, it increases its value-to-price ratio. That, in turn, allows it to occasionally raise prices to capture the value it created. “The way you should think about this as investors is the better we can improve the product, the more people engage with our product, and the more value we ultimately create,” Ek said. “And the more value we create, the more ability we will have to then capture some of that value by price increases.” After more than a decade of value creation and stagnant prices, Spotify raised rates in July 2023. In April, it again hiked rates in select markets — including the United Kingdom and Australia — and is expected to expand those increases to additional markets.
The machine also requires a feat of engineering. “It’s a fairly complex machine,” Kung said, because Spotify has both variable-cost models, such as revenue sharing and per-hour royalties, and fixed-cost models — some in-house and licensed podcast content, perhaps. Ek added that “the machine takes care of all the complexity on the back end to deal with what was historically a very difficult problem to solve, which is multiple business models in one consumer experience.” Spotify’s engineering challenge is incorporating additional verticals into a seamless user experience without getting clunky — a criticism often launched at iTunes, which started as a music store and added videos, books, apps, podcasts and iTunes U, a place for educational materials. “Simplicity is hard,” a former Apple product designer once wrote. “Very hard. But when you get it, it’s beautiful.”
The machine might take some getting used to. As Spotify branches out to non-music verticals, it has stakeholders other than the music rights holders, artists and songwriters it has served for more than a decade. Now, Spotify also supports podcasters, authors and — although in the early stages — educators. That has already created some tension between music publishers and Spotify following news that Spotify considers its music-audiobook subscription offering to be a bundle under the Phonorecords IV mechanical rate structure in the United States. Subscription bundles allow Spotify to pay a slightly lower royalty rate. But really, is anybody surprised that the machine is trying to save a little money?
Spotify’s stock jumped as much as 17.3% on Tuesday (April 23) following the company’s first-quarter earnings report showed the company is starting to deliver better profits and margins. The share price closed at $303.49, up 11.5%, after reaching a new 52-week high of $319.30 earlier in the day.
Investors’ expectations for future quarters often drive large swings in stock prices when a company delivers results for past quarters. For Spotify, cost-cutting and newfound financial discipline are expected to produce tangible results next quarter. The company’s guidance for second quarter operating income of 250 million euros ($268 million) was well ahead of Guggenheim analysts’ estimate of 179 million euros ($192 million) and JP Morgan’s estimate of 199 million euros ($213 million), and was a vast improvement from the 247 million euro ($264 million) operating loss in the second quarter of 2023. Gross margin guidance of 28.1% far exceeded Guggenheim’s estimate of 26.6% and JP Morgan’s estimate of 26.9% and would be nearly four percentage points above the prior year period’s 24.3% gross margin.
First-quarter results often exceeded Spotify’s guidance from three months ago. Revenue of 3.63 billion euros ($3.9 billion) slightly topped the high end of guidance of 3.6 billion euros. Gross margin of 27.6% was more than a percentage point above guidance of 26.4%, although operating income of 168 million euros ($180 million) was under guidance of 180 million euros ($192 million).
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Gross margin was 243 basis points — 2.43 percentage points — better than the 25.2% gross margin in the prior year period. Spotify said the improvement came from improved music and podcast profitability that was partially offset by costs from its growing audiobooks business. Operating income was impacted by 82 million euros ($89 million) in social charges and was helped by lower personnel costs and marketing spending.
“We consider this a real trend” rather than the result of one-off events, said interim CFO Ben Kung during Tuesday’s earnings call when asked by an analyst what to expect from margin growth for the remainder of 2024.
Although Spotify didn’t surpass forecasts for subscriber growth, it met expectations and generated more revenue, on average, from each paid customer. Average revenue per user improved 5% to 4.55 euros ($4.94) thanks to price increases in July 2023. Total monthly active users of 615 million was slightly below Spotify’s guidance of 618 million, but the 239 million subscribers matched the company’s forecasts.
“It is really a new Spotify, and we are being relentless resourceful in all of our costs,” CEO Daniel Ek said during Tuesday’s earnings call. Second-quarter margins were helped by decreases in streaming delivery costs and other costs of revenue, Ek explained. The podcast segment, which was a drag on profitability in 2023, is expected to be profitable in 2024, he added.
The longtime knock against Spotify was it had a great product but wasn’t a great business. The economic demands of music streaming, which require Spotify to pay music rights holders most of its revenue, left little for R&D, marketing, salaries, and general and administrative expenses. Although the company has amassed more than 600 million monthly users — 239 million of them paid subscribers — it has been perpetually unprofitable.
Spotify’s fortunes began to change in 2023 after the company knuckled down, laid off 17% of its global workforce in December and jettisoned many high-priced, celebrity podcast deals — namely parting ways with Price Harry and Meghan Markle’s Archewell Studio and striking a non-exclusive deal with the previously exclusive-to-Spotify The Joe Rogan Experience.
Spotify reported on Tuesday that first quarter revenue jumped 20% and gross profit topped 1 billion euros ($1.08 billion), returning the now 18-year-old streaming company to profitability and putting it on track to meet its 2024 growth target.
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Spotify reported 3.6 billion euros ($3.9 billion) in first quarter revenue, up from 3.04 billion euros ($3.3 billion) a year ago, and gross profit rose 31% to 1.004 billion euros ($1.08 million) from 766 million euros ($833 million), according to filings.
Spotify chief executive Daniel Ek said that revenue growth accelerated and the company had record-high profits in the quarter, while total monthly active users grew 19% to 615 million and premium subscribers increased by 14% to 239 million — both compared to last year’s first quarter.
“As an adult company we are now consistently profitable, which is great news,” Ek said in a video posted to LinkedIn.
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Spotify raised prices by $1 — to $10.99 a month for individuals, $16.99 a month for families — in the U.S., one of its largest markets, last year for the first time, and it is reportedly considering increasing prices again later this year, Bloomberg reports. The initial round of new price hikes — $1 a month for individuals, $2 a month for duos and families — will hit the U.K., Australia, and Pakistan, among others, according to Bloomberg.
Those price increases helped Spotify reach profitability in the third quarter of last year. But in the fourth quarter it reported an operating loss of 75 million euros ($82.7 million). In the first quarter earnings reported on Tuesday, Spotify was again profitable with 168 million euros ($181 million) in operating income.
While revenue from premium subscribers of 3.247 billion euros ($3.5 billion) grew by 20% compared to the first quarter last year, it inched up just 2% from the fourth quarter. Ad-supported of 389 million euros ($419.8) revenue rose 18% from the first quarter last year, but it declined by 22% from the fourth quarter.
Monthly active users of 615 million for the quarter was up 19% from a year ago and up 2% from the prior quarter but missed the company’s target of 618 million in the quarter.
Total Revenue grew 21% year over year, or 20% to €3.6 billion on a constant currency basis.
Premium ARPU grew 7% year over year on a constant currency basis.
Gross margin was up 27.6%, and gross profit surpassed €1 billion for the first time in Spotify’s history.
Operating Income finished at a record high of €168 million (a 4.6% margin)
Monthly active users grew 19% year over year to 615 million on annual and quarterly growth in all regions.
Premium subscribers grew 14% to 239 million, led by growth in the streaming giant’s bundles–Family and Duo plans.
Taylor Swift‘s The Tortured Poets Department continues to break records on Spotify. On Friday (April 19), the pop superstar’s latest release became the first album in the streaming service’s history to have more than 300 million streams in a single day. As previously reported, in less than 12 hours after its release, The Tortured Poets […]
Last week, Bloomberg reported that Spotify will be raising prices for its premium subscription in five markets later this month and do the same in the United States at an unspecified time later this year. For about $1 to $2 extra per month, depending on the market, premium users will receive audiobooks alongside podcasts and ad-free music listening in their subscription — but the change will have a knock-on effect for mechanical royalty rates for songwriters and publishers.
Once the price increases are launched, all premium subscribers will automatically be subject to the new offering unless they manually change their subscription tier. While the increased price will result in Spotify getting increased revenue, a representative for Spotify believes it also qualifies the popular premium tier for a discount on its royalty rate on U.S. mechanicals because it is now considered a “bundle,” similar to how Amazon bundles Prime and Amazon Music and Apple bundles Apple Music and Apple News.
“Spotify is on track to pay publishers and societies more in 2024 than in 2023,” a Spotify rep said, citing the company’s Loud and Clear report that says the streamer has paid nearly $4 billion to publishers, PROs and collection societies in the last two years.
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“As our industry partners are aware, changes in our product portfolio mean that we are paying out in different ways based on terms agreed to by both streaming services and publishers. Multiple DSPs have long paid a lower rate for bundles versus a standalone music subscription, and our approach is consistent,” the company added. Though Spotify premium users have already gotten access to audiobooks on the service since October for no additional charge, the company clarified to Billboard that its re-classification of the tier as a “bundle” is not retroactive to when it began testing audiobooks but only begins when the subscription price increases.
Music publishers have made it clear they are not going to accept the change without a fight. David Israelite, president/CEO of the National Music Publishers’ Association (NMPA), called out the service for the move, saying that “it appears Spotify has returned to attacking the very songwriters who make its business possible.” He went on to add that the company’s attempt to “radically reduce payments” to publishers and songwriters is “a cynical and potentially unlawful move.” If it is determined that Spotify’s move is not properly categorized as a bundle, the trade organization says it will consider “all options,” including the MLC or publishers taking Spotify to court or before the Copyright Royalty Board (CRB), the entity that sets mechanical royalty rates for streaming in the United States. “We will not stand for their perversion of the settlement we agreed upon in 2022,” he warned.
Nashville Songwriters Association International (NSAI) took to Instagram, urging their followers to cancel their subscriptions: “NSAI, along with the the @nmpaorg, is contemplating our next steps to fight this move. Stay tuned, but in the meantime remember they are doing all this in the worst possible show of disrespect to the songwriters who make them billions.”
Songwriters of North America CEO Michelle Lewis shared the perspective of songwriters, telling Billboard, “We are disappointed, but not surprised, to see Spotify once again on the forefront of finding ways to pay songwriters less. This reclassification, which we see as a deliberate misclassification, dangerously undermines the good faith of the last CRB settlement. It’s also duly noted that it is always the same company leading in this way.”
Phonorecords IV Settlement
Every five years, the CRB reconsiders the royalty rate for mechanicals in the United States. It is a complex, multi-pronged formula, setting the rate that each streaming service must pay to publishers and songwriters based on a number of contingent factors, including the subscription price, the amount the service pays to record labels and more. There are other caveats to consider when setting the rate based on how the user is subscribed with their streaming service, including whether the music was streamed on a free, ad-supported tier or on a paid, premium tier and whether the user is subscribed to the service through a bundle of other products.
In late 2022, NMPA, NSAI and Digital Media Association (DiMA) jointly announced that they had come to a voluntary settlement about what the U.S. mechanical royalty rate would be for the period of 2023-2027 (also called Phonorecords IV or “Phono IV”).
Even though the changes to the way bundling worked were considered a concession to streaming services, many in the music business celebrated the Phono IV settlement as an overall win, especially because the previous five-year rate (Phono III) was fought over for years, causing confusion over rates in the interim. When it was announced, the NMPA touted the Phono IV settlement as delivering the “highest rates in the history of digital streaming,” and many felt it signaled a new era of cooperation between streaming services and the music business. Israelite says now in his statement that Spotify’s latest move to bundle audiobooks “ends our period of relative peace.”
How Bundling Affects Mechanical Revenue
Even though the price of Spotify premium is rising, that additional revenue does not benefit songwriters and publishers. Now that premium is considered a bundled service with audiobooks, some of the subscription price is owed to book publishers and authors to license their works, too.
Mechanical revenue for bundles is calculated by seeing what audiobooks are valued at as a standalone offering ($9.99) and weighing that against the price of the premium bundle offering ($10.99), according to Phonorecords IV. The value of music is found by dividing the total premium price ($10.99) by the two services (audiobooks only and premium) together ($21), which results in music being valued at about 52% of the total bundle, or around $5.70 per subscriber.
How Bundling Affects the Total Content Cost
The first step in calculating the mechanical royalty rate a streaming service owes to songwriters and publishers is to find the “all-in pool.” This is the greater of either the headline rate (which ranges from 15.1% for 2023, 15.2% for 2024, 15.25% for 2025, 15.3% for 2026, and 15.35% for 2027) of Spotify’s revenue (which is now lowered to around $5.70 per subscriber) or the percentage of total content cost (TCC), a.k.a. what royalty Spotify pays to labels.
Previously, Spotify premium qualified for the full rate of the lesser of 26.2% of TCC for the period or $1.10 per subscriber. Now, after deciding to change its premium offering to include audiobooks, Spotify argues it qualifies as a “bundled subscription offering,” which moves its rate down to 24.5% of TCC for the accounting period.
Regardless of whether Spotify calculates its royalties due to songwriters and publishers based on the percentage of TCC or the headline rate, both options are affected by Spotify reclassifying premium as a bundle. One source close to the matter tells Billboard that Spotify has been paying based on the TCC recently.
Taylor Swift‘s The Tortured Poets Department is already breaking Spotify records, and it hasn’t even dropped yet. The streaming service announced Thursday (April 18) that the album’s countdown page has broken its record for most pre-saves, one day ahead of the project’s midnight release. The news follows the countdown page’s launch on March 28, which […]
The Tortured Poets Department is under renovation, with Chairman Taylor Swift gearing up to cut the ribbon on a new library wing ahead of her 11th studio album’s highly anticipated release later this week. As announced Monday (April 15), the pop star is teaming up with Spotify to launch an open-air Tortured Poets Department library […]
They love artists, they’ve got money to burn, and they’re the music industry’s new obsession: Say hello to superfans.
In January alone, Warner Music Group CEO Robert Kyncl called for “stok[ing] the blue flames of superfans” and additional “direct artist-superfan products and experiences”; Universal Music Group CEO Lucian Grainge highlighted the value of “superfan experiences and products”; and Spotify hinted at future “superfan clubs” in a blog post.
The following month, leaders at Interscope and Live Nation shouted out superfans. That was all before Joon Choi, president of the Korean fan platform Weverse, one-upped everyone by telling Music Business Worldwide that “the potential for growth in the superfan business and economy is limitless.” Stoke those blue flames right, and they’ll never stop burning.
All this runaway enthusiasm about superfans “goes back to that Goldman Sachs article,” says Mike Biggane, a former UMG executive and founder of Big Effect, which is developing technology designed to help smaller artist teams. Last summer, the financial institution posited that superfans — Luminate defines this group as listeners who “engage with artists and their content in five-plus different ways” — could inject more than $4 billion into the music industry by 2030.
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Goldman’s report also noted that the music business struggles “to fully monetize its content.” Nearly everyone listens to music, but the industry’s value pales next to that of gaming, for example. Games “have been more agile in terms of innovating and adopting ways to generate new revenue streams,” says Ben Sumner, managing director at Feel for Music, which helps games and brands with music supervision.
But for labels and streaming services, collecting new revenue from superfans may be easier said than done. “People are trying to find a simple way to mine fandom,” says Mike Pelczynski, one of the architects of SoundCloud’s “fan-powered royalties,” a payout system that aligns streaming revenue more closely with fandom. “It’s good for investors to hear, but it’s not simple. Every platform is different.”
Not only that: “So much of the conversation is about how to extract more out of the superfan, which I think is a big mistake,” says Bernie Cahill, founding partner of Activist Artists Management. “If you take care of them, you will get far more value out of that relationship than you will by selling them another piece of vinyl or a T-shirt.”
Pelczynski believes that “superfans want to be closer to, and most importantly seen by, their favorite artist.” They also clearly gain from their connections with like-minded enthusiasts — working together to orchestrate fundraising campaigns to support the acts they love, for example. Luminate found that superfans are 43% more likely than the average listener to say they “like to participate in the community” that springs up around an act.
These communities are defined by artist-to-fan and fan-to-fan relationships. It’s not immediately clear where labels can squeeze in.
And it’s notable that, historically, labels actually excel at reaching passive fans. A record label is unmatched when it comes to taking a song that’s connecting with audiences in one space and making it so ubiquitous that it becomes inescapable, the kind of thing that casual listeners run into at the gym and the supermarket. “We can reach Fall Out Boy‘s superfans pretty easily,” says Jonathan Daniel, co-founder of Crush Management (FOB, Miley Cyrus, Lorde and others). “When they have a song that raises its hand above the superfans, different opportunities come for them, and that’s where you really need the label — they’re great at taking it really wide.”
What’s more, in an age of artist empowerment, it’s hard to imagine many acts ceding control of their superfan communities to record companies. “Smart artists really curate a direct connection themselves,” Cahill says — they know their diehard followers keep them afloat. (It’s jarring to hear executives say things like “fandom is the future,” as if it wasn’t also the past.)
These days, due to the fact that artists can record, distribute and market themselves all on the cheap, they usually amass a dedicated following before they even sign to a label. This tends to give them a lot of sway in contract negotiations, and as a result, 360 deals — where labels take a share of the money that artists make from touring and merchandise sales, for example — are out of favor with young managers and lawyers, limiting record companies’ ability to cash in on superfans’ passion.
Nonetheless, to the extent that labels can encourage superfans to stream more or buy additional vinyl variants, they stand to gain financially. All the major labels also own merch companies, so if they can stoke demand for t-shirts that are subsequently manufactured by their own outlets, that’s another win. And UMG recently invested in Weverse and NTWRK’s acquisition of Complex, allowing it to benefit indirectly from superfandom.
Warner has another plan altogether: In February, Kyncl said that he’s “assembled a team of incredible technology talent” to construct “an app where artists can connect directly with their superfans.” While he hasn’t shared any additional details on what this will look like, users would presumably only have access to Warner artists on a Warner superfan platform. However, most listeners probably also want to connect with some acts signed elsewhere, to the extent they even know what labels their favorite artists are signed to.
The other hurdle for new superfan apps, or streaming platforms trying to add new superfan features, is all the existing options: The majority of artists already try to interact with their most passionate fans on TikTok, Instagram, Discord, Reddit and more. As a result, “artists’ time is very scarce,” says Roneil Rumburg, co-founder and CEO at Audius, a blockchain-based streaming service which enabled direct payments from fans to artists last year.
If more streamers try rolling out superfan features — SoundCloud, for example, allowed acts to message their top fans last year — then artists’ time will be crunched even further, as each platform will presumably require a different approach to engagement. In fact, Kyncl used exactly this reasoning to justify Warner’s venture into platform building. Artists “don’t want to optimize just for one platform over another,” he said.
“The few companies that are trying to build their own ecosystems, I applaud it,” Pelczynski says. However, “I think it’s going to be very challenging to make something that people will be willing to spend their time on and add to their daily usual behaviors.”
Like labels, the most prominent streaming services have spent a lot of time in the past decade figuring out how to serve music up to passive fans. (Spotify once had a messaging system, but it was discontinued in 2017 due to “very low engagement.”) They have had success using various recommendation methods — editorial playlists, algorithmic playlists — to ensure that people keep listening.
But a new generation of listeners appears less interested in throwing an editorial playlist on in the background. Younger, more engaged fans like to slow down their favorite artist’s track, mash it up, or duet with it, leading to the proliferation of homemade re-works across social media platforms.
“For the first time ever, an artist can put a song out and it might be a fan-created flavor of it that connects,” says Gaurav Sharma, founder of Hook, a platform that helps rightsholders monetize user-generated remixes. “Community is being built around music on social media, and fan remixing is a way to be unique in that expression.” It may be hard for major streaming services to cater to this type of fandom, though, due to rights issues: Labels probably aren’t going to condone unauthorized remixes on prominent music streamers. (This is the problem Hook is trying to solve.)
There has also been speculation around the industry about streaming services charging superfans extra for early access to music, a tactic that calls back to the exclusive album windows of a decade ago. That said, “fans expect a LOT of value to justify a monthly fee, especially with subscription fatigue,” according to a recent (subsequently deleted) tweet from Emily White, a former Spotify and Billboard employee whose “team was exploring artist fan clubs.”
Still, despite all the potential obstacles, “We’re seeing a lot of momentum on the institutional music side to figure this out and do it quickly,” Rumburg says, before adding a note of caution: “When so many hopes and dreams get injected into one word or concept, there’s no way it ever lives up to the hype.”
Spotify has launched a new AI playlist feature for premium users in the United Kingdom and Australia, the company revealed in a blog post on Sunday (April 7). The new feature, which is still in beta, allows Spotify users in those markets to turn any concept into a playlist by using prompts like “an indie […]
Shares of Spotify jumped 17.6% to $310.31 this week on a report that the streaming giant will raise prices again in select markets as well as news that it named a new CFO, Christian Luiga, a former CFO and deputy CEO at European defense and security company Saab AB.
Spotify’s newfound willingness to both raise prices and control costs has given new life to its stock price after an expensive entry into podcasting caused a downturn in 2022. Through Friday (April 5), shares of Spotify have increased 65.2% year to date and 134.2% over the past 12 months. Not even Believe, up 57.1% in 2024 thanks to competing interests to acquire the company, has matched Spotify’s momentum this year. Sphere Entertainment has also enjoyed a boost on Wall Street since U2’s inaugural residency at the $2.3-billion Las Vegas venue, but its 37.7% gain in 2024 also lags behind Spotify.
For more than a decade, Spotify kept its subscription prices low and emphasized subscriber growth over profits. The market’s mood has shifted in recent years, though. Once satisfied with growth in user numbers, investors now want high-flying streaming companies to be profitable, too. Since Spotify announced a price increase on July 24, 2023, the share price has increased 89.5% and raised the company’s market capitalization by roughly $29 billion to $61.5 billion. The share price has gone up 71.7% since Spotify announced it would cut 16% of its staff on Dec. 4, 2023.
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This week, investors reacted to a Bloomberg report that Spotify is raising subscription prices in select markets and will pass another rate hike in the United States later this year. Following the news, Spotify gained 8.2% to $291.77 on Wednesday (April 3). Labels appeared to benefit, too: Universal Music Group rose 5.5% and Warner Music Group gained 5.8% on Wednesday following news of the price increase.
Rather than shy away from price increases in successive years, Spotify could have a unique ability to withstand higher prices compared to its peers. Morgan Stanley analysts wrote in an investor note on Thursday (April 4) that music is “broadly under-monetized” and the quality of Spotify’s product gives it “unique pricing power.” Guggenheim analysts wrote in a report on Wednesday that they believe the price increase could mean a “9% revenue impact” in the affected markets.
What’s more, the higher prices could help Spotify by improving its audiobook business. Spotify now gives subscribers in the United States and some other markets 15 hours of free audiobook streaming per month; users can also purchase additional listening time and buy audiobooks to keep. A recent Morgan Stanley survey revealed Spotify was used by 38% of audiobook listeners, second only to veteran audiobook platform Audible despite Spotify having launched audiobooks only a few months before the survey. “Audiobooks appear to be perhaps a larger revenue opportunity than podcasting based on this survey works and long-standing consumer price points for books,” Morgan Stanley analysts wrote.
The Billboard Global Music Index dropped 0.2% to 1,748.38 as nine of the index’s 20 stocks were winners, 10 were losers and one was unchanged. No company other than Spotify posted a double-digit increase, however, and three companies — iHeartMedia, Cumulus Media and Anghami — had double-digit declines.
Stocks were mixed globally this week. In the United States, the Nasdaq composite dropped 0.8% to 16,248.52 and the S&P 500 fell 1.0% to 5,204.34. The United Kingdom’s FTSE 100 fell 0.5% to 7,911.16. China’s Shanghai Composite Index rose 0.9% to 3,069.30. South Korea’s KOSPI composite index lost 1.2% to 2,714.21.
Music streaming company Anghami (NASDAQ: ANGH) was the biggest loser of the week after dropping 41.1% — it lost 44.5% on Wednesday alone — after OSN Group, a premium entertainment provider for the Middle East-North Africa region, acquired a 55.45% stake. The deal, first announced in November 2023, combines the Abu Dhabi on-demand music streaming service with a paid, on-demand video streaming platform that carries both Arabic and Turkish titles and content from Western brands such as HBO, Universal Pictures and Paramount.