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

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Spotify Technology S.A. – Raised prices and subscribers still grew

 

 

The Positives

+ Premium revenue growth is accelerating, a sign of improving monetisation. Price hikes (ARPU 5% YoY) towards the back end of FY23 and broad-based growth in subscribers (14% YoY) across all regions drove Premium subscriber revenue growth of 20% YoY (21% FX neutral) in 1Q24 – 3% point increase in growth vs 4Q23. SPOT also expects another quarter of sequential ARPU growth in 2Q24e as it remains focused on improving monetisation of its users after several years of driving user growth. We remain positive about SPOT’s ability to keep churn low while raising prices as it delivers incremental value to its users through new products (Audiobooks, AI DJ, music videos) and platform improvements.

 

+ Meaningful cost benefits from reaching scale. SPOT has a variety of cost models for its different audio products, with most of its cost base comprised of revenue sharing (royalties) agreements with labels, and fixed content costs for podcasts. We believe that SPOT is beginning to see meaningful cost benefits from reaching scale as it: 1) leverages its distribution for more favourable agreements with its music partners and 2) continues to be more efficient with removing underperforming podcasts. Its 27.6% gross margin for 1Q24 (90/240bps QoQ/YoY) beat its own guidance by 120bps, with Premium gross margin of 30.2% and ad-supported gross margin of 6.4%.

 

The Negative

- 615mn MAU fell short of SPOT’s 618mn guidance. SPOT under-delivered on its MAUs for 1Q24, with 615mn MAUs and 3mn under its own guidance. The company attributed this to 3 main factors: 1) sequential slowdown in momentum after a very strong FY23, 2) slight disruption in BAU operations from its workforce reduction (-17% reduction) in Dec 23, 3) excessive pullback in marketing spend throughout FY23 (which has since been corrected).

 

 

Spotify Technology S.A. – Growth exceeds, monetisation to begin

 

 

The Positives

+ Revenue growth accelerating into FY24e with 28mn new MAUs, 10mn new premium subscribers. SPOT again exceeded its user growth expectations with 23%/15% YoY growth in MAU/Premium Subs. It ended FY23 adding 113mn monthly users, and 31mn new premium subscribers (Figure 1). MAU growth is extremely important for SPOT as it is the main channel used to convert free-to-listen users into premium subscribers. The outperformance in users, together with price increases mid-4Q23, drove an acceleration in revenue growth (4Q23: 16% YoY vs 3Q23: 11% YoY) – with SPOT also expecting growth to accelerate in FY24e.

+ Positive commentary on margins, focusing on monetisation for FY24e. Management was positive on its expanding margins, with 4Q23 gross margin of 26.7% 10bps above guidance. SPOT spent much of FY23 working on being more efficient in terms of investments and costs,  from laying off employees to cutting non-performing content. Moving into FY24e, we expect gross margins to expand by ~250bps with sequential increases QoQ, driven by: 1) price increases; 2) improving efficiencies of scale; 3) better monetisation of Podcasts and advertising; and 4) improved deals with record labels/agencies.

+ Remaining focused on prudent spending moving forward. SPOT provided some near-term clarity for spending, saying that it would raise investment hurdle rates, and remain prudent on future spending – as it looks to balance growth and profitability. We forecast FY24e OPEX to decline -5% YoY due to the lumpiness of spend in FY22 and FY23, but to remain in line with its long-term linear trend. Long-term growth remains a key focus for SPOT, but we expect FY24e to be a year of monetising its ever-growing user base given its latest commentary.

 

The Negative

- Nil.

 

MAU (Monthly Active User): average number of active users during a month.

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