Summary
Spotify has announced another price hike for subscribers in the United States. CEO Daniel Ek sparked an online backlash with a post on X (formerly Twitter) that suggested the music millions of subscribers pay to listen to was "content" that had little value. Within the next 30 days current subscribers will be notified of the change, and the price hike will go into effect.
According to research firm Antenna, fewer than 1.5% of Spotify subscribers switched providers in April. Average churn rate – the proportion of people who switch from it – stays at around 2% throughout the year. Unlike TV and movie streaming, where we're fairly flighty, people tend to sign up for a music service and then stick with it.
