He did confirm that Spotify had conducted some pricing experiments in some markets, citing inflation as one reason, and said the response has been very positive. “Our primary strategy is growth,” he said, adding that rather than maximise revenue, the company was focussed on the shift from radio to audio-on-demand. However, this is in contrast to CEO Daniel EK’s denial during a Q1 earnings call in April when asked if there are plans to increase standard pricing down the track. “Our pricing varies across regions, reflecting local macroeconomic factors, as well as our commitment to bringing both the best audio content and the highest value to our subscribers with much more to come in the future,” Spotify said. Referring to the Australian price hike, the company justified the increase in order to “continue offering a unique service” in the region. Launched in 2016, the plan allows subscribers to add up to six individuals in one household.
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