Preliminary data from early 2025 indicates a decline in Spotify’s US-based individual subscriber levels, reflecting broader challenges in the music streaming market. This trend, reported by Digital Music News contrasts with Spotify’s global subscriber growth, highlighting a unique slowdown in the US market.
Key Findings on Subscriber Decline
- Individual Subscriber Drop: According to DMN Pro data, Spotify’s US individual subscribers totaled 23.96 million in September 2024, a decrease of approximately 431,000 from February 2024 (24.39 million), despite a modest year-over-year increase of 300,000 from September 2023.
- Preliminary 2025 Data: Early 2025 reports suggest this downward trend in individual US subscriptions is continuing, though exact figures for Q1 2025 are not yet available. The decline is attributed to a broader slowdown in US streaming subscriber growth, as noted by industry sources like the Financial Times.
Price Increases: Spotify raised its US Premium subscription price twice in 11 months—from $9.99 to $10.99 in July 2023 and to $11.99 in June 2024. These hikes may have driven some individual subscribers to churn, especially amid economic pressures.
Competition: Apple Music, with over 80 million global subscribers, and Amazon Music, with 55 million, are gaining ground. Apple Music’s growth is particularly notable, with some studies suggesting it may surpass Spotify in the US soon.
While individual subscriptions are declining, Spotify added 2.67 million US subscribers (across all plan types) between September 2023 and September 2024, suggesting growth in family or multi-user plans. This aligns with industry efforts to boost revenue through bundled subscriptions.
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