.Spotify VP Paul Vogel talked about raising subscription prices, label licenses, podcasts and more at a conference Tuesday.
. “This is our sixth round of negotiations in 13 years,” he said. “It’s not new to us. Some go quickly, some take longer, and this process doesn’t feel any different. I don’t expect any change.”
Asked why the company hasn’t raised its subscription prices, “In order to grow our ecosystem, we’re not yet at a point where you have the stickiness globally,” he said, “but I think $9.99 is a pretty good value, we think it’s fair. It’s on growing users and subscribers and bringing more and more value into the ecosystem, which is essentially lowering pricing [in itself],” he said.on certain plans. “That’s a market where we tested pricing and that test went really well,” he said.
Referencing the family plan and the many people taking advantage of it who are not necessarily legally related — “It’s shocking how many six-member families there are out there,” he joked — Vogel replied, “It’s tough to say, they have to live in same home, and there are tools we can apply to enforce some of the rules. But we know it gets people into using the product, and eventually they’re going to graduate away from the family plan.
“We think there’s an opportunity to differentiate our product in ways others are not,” he continued. “Something that’s not talked about as much with podcasts is discovery — when you own discovery, you own so much of your ecosystem and the demand generation. We’re still in early days in music but we’re best in class in terms of discovery algorithms — and look at podcasting. It’s way, way further back.
“I think we have an opportunity to shift the dynamic and help people discover what’s out there,” he concluded.
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