Spotify sets new user record as engagement surges thanks to Wrapped and free-tier upgrades
Spotify reached 751 million monthly active users in Q4 2025, its highest level ever, driven by its popular Wrapped year-end campaign, enhancements to the free service and broader content offerings.
Swedish streaming giant Spotify reported a record 751 million monthly active users (MAUs) in the fourth quarter of 2025, an 11 per cent year-on-year increase that marks the biggest quarterly net growth in the company’s history.
The growth was led by the annual Spotify Wrapped campaign, which engaged over 300 million users and generated 630 million social media shares, as well as new free-tier features that improved discovery and user interaction.
Premium subscribers also rose 10 per cent to 290 million, helping lift total revenue to about €4.53 billion ($5.39 billion). Spotify saw gross margin expand to a record 33.1 per cent, reflecting stronger profitability driven by subscription growth and increased podcast and music ad sales, even as ad-supported revenue dipped slightly.
The surge comes as Spotify broadens its platform beyond music streaming to include podcasts, audiobooks, video content, social sharing and AI-driven features like interactive DJ tools and AI playlists.
The company expects continued user growth, forecasting 759 million MAUs and 293 million paying subscribers in the current quarter.
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