Spotify Technology S.A.- Navigating AI risk with strong growth

 

 

 

 

 

 

 

 

The Positives
+ Strong Premium growth supported by subscriber additions and pricing power. Premium
revenue +17% YoY, driven by 9% subscriber growth and 7.5% ARPU expansion. (Figure 2).
Premium subscribers reached 306mn (+6mn QoQ), exceeding guidance by 1mn. We view the
resilience in Premium subscriber additions despite price increases positively, reinforcing
pricing power as SPOT's key growth lever. Notably, SPOT has implemented three US price
hikes since 2023 with minimal disruption to subscriber growth. Management guided for a
further 10mn premium subscriber addition in 4Q26e.
+ Advertising momentum improving following platform revamp. Advertising revenue
growth accelerated to 9% YoY in 3Q26, from 3% in each of the previous two quarters,
reflecting early benefits from SPOT's ongoing rebuild of its advertising technology stack.
Growth was primarily driven by automated biddable channels, which now account for 40% of
advertising revenue (3Q25: 30%), alongside growing podcast sponsorships. Management
expects advertising growth to continue accelerating towards double digits in 4Q26e. SPOT's
499mn ad-supported MAU takes 63% of MAUs but generates only 10% of total revenue. We
see huge monetisation potential in the gap, e.g. a lower-priced ad-free subscription tier.
+ Navigating the AI risk well. SPOT is addressing AI-related risks through partnerships with
major record labels, including Sony, Universal Music Group and Warner Music Group, to
develop responsible AI products, alongside tighter policies against unauthorised AI voice
cloning and AI-generated spam. Meanwhile, integrations with AI platforms such as ChatGPT,
Claude and Meta's Muse help SPOT maintain its relevance as AI reshapes music discovery.
Continued expansion into audiobooks, creator tools and the Partner Program also diversifies
its offering beyond music, strengthening user engagement and reducing its reliance on
traditional music streaming.

Spotify Technology S.A.- Strengthens the long-term story

 

 

 

 

 

 

The Positives
+ Revenue growth accelerates on resilient subscriber growth and pricing. Revenue growth
accelerated to 14% YoY (1Q26: +8%; 4Q25: +7%), driven by strong Premium revenue growth
of 15% YoY. Premium ARPU increased 7% YoY, benefiting from the 8% U.S. price increase
implemented in Feb 2026, while Premium subscriber growth remained resilient at 9% YoY and
beat guidance by 1mn, highlighting healthy demand despite recent price increases. Gross
margin reached a record 33.4%, exceeding guidance by 30bps, supported by improvements
across both Premium and Ad-Supported segments.

+ Priority shifting from scale to growth. MAUs reached 777mn (+12% YoY), providing SPOT
with a sizeable base of free users, particularly across emerging markets. Management is now
shifting its focus from maximising MAU growth toward improving monetisation, including
higher ad loads and greater friction within the free tier to drive Premium conversion. While
these initiatives are expected to moderate near-term MAU additions, management does not
expect Premium subscriber growth to be affected. 3Q26 revenue is guided to €5.0bn, implying
a 17% YoY growth (200bps FX tailwind).

+ Advertising at the point of inflection. While Ad-Supported revenue growth remained
modest at +1.4% YoY, SPOT has largely completed its two-year advertising infrastructure
overhaul, with 99% of impressions now served through its proprietary ad stack. Automated
channels increased to 40% of Ad-Supported revenue (1Q26: 30%), while active advertisers
surged 60% YoY. With direct-sales declines stabilising and automated buying continuing to
scale, management reiterated its expectation for advertising growth to inflect toward
double digits in 2H26. Increased automation could also support Ad-Supported gross margin
expansion from the current 20% to 40% over the long term.

Spotify Technology S.A.- From music app to data powerhouse

 

 
 
 
 
 
 
 
 
 
 
 
The Positives
+ Strong top-line growth, user momentum still intact. SPOT continued to deliver solid top
line user momentum in 1Q26, with MAUs reaching 761mn (+12% YoY), exceeding guidance
by 2mn. Growth was led by Rest of World and North America, supported by the enhanced
free-tier rollout, which improved engagement, with users “listening and watching more days
per month”. Management highlights the number of days per month as a key driver of
retention and lifetime value, reinforcing the company’s broader monetisation framework.

+ Margins continue to expand. Spotify delivered a gross margin of 33% (+133bps YoY),
surpassing guidance. The margin expansion was driven by the favourable cost of revenue and
revenue mix. This marks continued progress in SPOT’s multi-year profitability journey,
supported by Premium ARPU expansion (+5.7% YoY) and disciplined cost management,
including stable headcount. Management reiterated expectations for full-year margin
expansion in FY26, despite near-term reinvestment in AI and product initiatives, highlighting
confidence in sustaining operating leverage as the business scales.

+ AI-driven personalisation is accelerating engagement and reinforcing long-term
monetisation. SPOT continues to deepen its AI capabilities across the platform, with
features such as AI DJ reaching 94mn users (out of 293mn subscribers) and new launches
like SongDNA scaling to 52mn users within just four weeks, reflecting rapid adoption. AI is
enabling faster product iteration, lower cost per feature, and deeper personalisation. We
see SPOT increasingly evolving from a music app into a data powerhouse, leveraging its
0.76bn user base and decades of listening data to build highly granular “taste” profiles that
are difficult to replicate, providing a structural advantage.

Spotify Technology S.A.- Record MAU addition

 

 

 

 

 

 

 

 

The Positives
+ Engagement is strong with record MAU addition. SPOT continued to expand its user base,
adding a record 51mn MAUs in 4Q25 to reach 751mn MAUs by year-end (+11% YoY), while
Premium Subscribers also grew solidly (+10% YoY). Management attributed the healthy
growth to stronger engagement-led conversion, particularly from product moments such as
the Wrapped campaign (300mn users engaged, +20% YoY; 630mn social shares, +42% YoY),
which delivered the highest single-day subscriber intake in the company’s history. The
enhanced free-tier rollout also helped tighten the funnel by improving retention and
downstream monetization, reinforcing the MAU → engagement → monetization cycle.
+ Margins are improving across both premium and ad-supported. SPOT showed continued
margin expansion alongside growth, with gross margin improving to 33.1% (+150 bps YoY), its
highest level to date. Margin expansion is across both Premium and Ad-Supported businesses.
The expansion was supported by favorable content costs, reflecting better monetization
relative to royalty costs and mix benefits from higher-margin formats. Management also
guided that Jan 26’s U.S. price increase (+8.3%) is expected to lift ARPU (guided at +5–6% in
1Q26), allowing revenue growth to outpace content cost growth. We expect both gross and
operating margins to continue improving in FY26 as pricing and scale efficiencies strengthen
operating leverage.
+ AI is a structural tailwind. New features such as AI DJ and Prompted Playlists show how
natural-language interaction can deepen personalization, increase engagement, and
ultimately improve retention and lifetime value. What we think differentiates SPOT is its
proprietary “language-to-taste” dataset, built from hundreds of millions of listener data
points, which is difficult to replicate and unlikely to be achieved with generic AI models. As
such, AI acts as a catalyst, strengthening the company’s existing monetization framework by
enhancing discovery, engagement, and pricing power.

Spotify Technology S.A. – Strong pricing power in play

 

 

Spotify Technology S.A.- Strong user growth, but soft guidance

 

Spotify Technology S.A.- Growth story remains intact, yet full valuations

Spotify Technology S.A. – First year of profitability

Spotify Technology S.A. – More monetisation the key driver

 

Spotify Technology S.A. – Prime example of pricing power

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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