Spotify to test more expensive subscriptions in Scandinavia

Spotify has been reluctant to increase prices because it’s still in a growth stage, relying on discounts to keep customers and attract new ones as people become accustomed to streaming on-demand. — Bloomberg

Spotify Technology SA plans to sell a more-expensive version of its music service in Scandinavia, a test to see whether it can raise prices around the world, according to people familiar with the matter.

Spotify will raise the price of its family plan by about 13%, said the people, who asked not to be identified because the increase hasn’t been announced. The test doesn’t mean Spotify will raise prices elsewhere or do so permanently in Scandinavia, they said. The company declined to comment.