Spotify's stock fell 3.00% and hit a 20-day low amid broader market gains, with the Nasdaq-100 up 0.28% and the S&P 500 up 0.36%.
The company announced a price increase for its Premium subscription from $11.99 to $12.99 in the U.S., Estonia, and Latvia, effective February 2026. This marks the third price hike in less than two years, aimed at enhancing profitability despite strong user growth, with Q3 earnings significantly exceeding expectations. Additionally, the leadership transition following co-founder Daniel Ek's resignation as CEO may influence the company's strategic direction and market performance.
This price adjustment reflects Spotify's strategy to maintain service quality and profitability amid competitive pressures. However, it may also lead to user attrition if subscribers react negatively to the increase.
Wall Street analysts forecast SPOT stock price to rise over the next 12 months. According to Wall Street analysts, the average 1-year price target for SPOT is 750.79 USD with a low forecast of 525.00 USD and a high forecast of 900.00 USD. However, analyst price targets are subjective and often lag stock prices, so investors should focus on the objective reasons behind analyst rating changes, which better reflect the company's fundamentals.
21 Analyst Rating
Wall Street analysts forecast SPOT stock price to rise over the next 12 months. According to Wall Street analysts, the average 1-year price target for SPOT is 750.79 USD with a low forecast of 525.00 USD and a high forecast of 900.00 USD. However, analyst price targets are subjective and often lag stock prices, so investors should focus on the objective reasons behind analyst rating changes, which better reflect the company's fundamentals.
15 Buy
6 Hold
0 Sell
Moderate Buy
Current: 511.700
Low
525.00
Averages
750.79
High
900.00
Current: 511.700
Low
525.00
Averages
750.79
High
900.00
MoffettNathanson
Neutral
initiated
$487
2026-01-27
New
Reason
MoffettNathanson
Price Target
$487
AI Analysis
2026-01-27
New
initiated
Neutral
Reason
MoffettNathanson initiated coverage of Spotify with a Neutral rating and $487 price target. Fifteen years into the penetration of music streaming, the market, at least in developed markets, is largely saturated and the subscriber growth chapter of the story is "drawing to a close," says the analyst, who sees the next chapter being "all about pricing." The firm thinks "there's plenty of room for pricing growth," the analyst added.
Goldman Sachs
Neutral -> Buy
upgrade
2026-01-22
Reason
Goldman Sachs
Price Target
2026-01-22
upgrade
Neutral -> Buy
Reason
Goldman Sachs upgraded Spotify to Buy from Neutral.
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Goldman Sachs
Goldman Sachs
Neutral -> Buy
upgrade
$735 -> $700
2026-01-22
Reason
Goldman Sachs
Goldman Sachs
Price Target
$735 -> $700
2026-01-22
upgrade
Neutral -> Buy
Reason
Goldman Sachs upgraded Spotify to Buy from Neutral with a price target of $700, down from $735. The firm sees a "more compelling risk/reward" for the shares into Spotify's Q4 report following the recent selloff. The company is well positioned to benefit longer term from steady Premium subscription price increases, the introduction of new premium pricing tiers, and monthly active user growth. Goldman sees Spotify's advertising revenue growth accelerating in 2026 and beyond. The company's "long-term secular growth themes" are underappreciated at current share levels, the firm contends.
Goldman
NULL -> Buy
upgrade
$NULL
2026-01-22
Reason
Goldman
Price Target
$NULL
2026-01-22
upgrade
NULL -> Buy
Reason
Spotify jumps 2% to $508.57 after Goldman upgrade to Buy
About SPOT
Spotify Technology SA a Luxembourg-based company, which offers digital music-streaming services. The Company enables users to discover new releases, which includes the latest singles and albums; playlists, which includes ready-made playlists put together by music fans and experts, and over millions of songs so that users can play their favorites, discover new tracks and build a personalized collection. Its users can either select Spotify Free, which includes only shuffle play or Spotify Premium, which encompasses a range of features, such as shuffle play, advertisement free, unlimited skips, listen offline, play any track and audio. The Company operates through a number of subsidiaries, including Spotify LTD and is present in over 20 countries. Its service offers a music listening experience without commercial breaks.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
