Spotify Hits Record User Growth as Audio and Video Expand

Spotify has reported an exceptional quarter of user growth, adding more new users in a single period than in its history and reinforcing its position as the world’s leading audio streaming platform. The surge in listener numbers comes alongside strong financial performance and evolving product strategies that continue to expand Spotify’s reach across music, podcasts, and audiobooks.

Record Growth in Monthly Active Users

In the fourth quarter of 2025, Spotify added approximately 38 million monthly active users (MAUs), the highest net increase it has ever recorded. That brought the company’s total to about 751 million MAUs worldwide, up roughly 11 percent compared to the same period the previous year. The growth exceeded internal guidance and expectations, underlining solid momentum for the platform heading into 2026.

Alongside the surge in free and ad-supported listeners, Spotify also reported growth in its paid subscriber base, reaching about 290 million premium subscribers, a roughly 10 percent year-over-year increase. This combination of free and paying users reflects Spotify’s continued strength across its freemium business model.

What Drove the Uptick?

A key driver behind the record user growth was Spotify’s popular Wrapped year-end campaign, which engaged more than 300 million users and generated vast social-media sharing and conversation across dozens of languages. The results of Spotify Wrapped have become a cultural phenomenon, amplifying brand reach and drawing new and returning listeners to the platform.

Spotify also pointed to enhancements in its free tier — including new features that make discovery and playlisting more engaging — as well as expansion into markets with growing demand for audio content.

Strategic Positioning Beyond Music

While Spotify’s roots are in music streaming, the company has been diversifying its product portfolio to include podcasts, audiobooks, and other audio formats. According to leadership commentary during earnings discussions, Spotify has seen notable increases in video podcast consumption since launching its video podcast partner program, with the number of video podcasts on the platform surpassing half a million. AI-driven features like the AI DJ have also seen significant adoption among subscribers.

Looking at broader strategy, Spotify’s ambition is to become a central hub not just for audio listening, but for creators and publishers across audio formats. Investments in discovery tools, creator monetization, and cross-media content indicate that the company is aiming to expand how users interact with and consume content on the platform.

Financial and Market Impact

Spotify’s strong user growth and improved profitability helped buoy its stock, which saw a notable uptick in trading following the quarterly report. Investors appeared encouraged by the combined gains in users, subscribers, and margin expansion — even as the company navigates broader industry pressures such as competition and ongoing discussions around AI and monetization.

The growth story also comes amid recent subscription price increases in several markets, which Spotify has implemented to support longer-term profitability without significantly deterring user adoption.

What It Means for Creators and Advertisers

For podcasters, musicians, and creators on Spotify, rising user numbers can translate into broader reach and greater opportunity for audience engagement. A larger active user base increases potential exposure for content, while a growing premium segment suggests a listener population that values quality experiences and is willing to pay for them.

Advertisers also stand to benefit when a platform’s audience expands — particularly when free and ad-supported listeners increase in tandem with premium subscriptions. A diverse and growing audience provides more inventory and targeting opportunities within both music and podcast advertising ecosystems.

Looking Ahead

With the strongest quarterly user growth in its history, Spotify is entering 2026 on a high note. The company’s leadership has framed the coming year as one of elevated ambition, with expectations of continued innovation and engagement across formats.

How well Spotify can sustain this momentum — especially as competition intensifies and consumer listening habits evolve — will be a central storyline for the audio streaming and creator ecosystem in the year ahead.