How many users did Spotify add in the fourth quarter of 2025?

Spotify added a record 38 million users in the fourth quarter of 2025.

What contributed to Spotify's record user growth?

The company's 'Wrapped' campaign and an enhanced global free tier were key drivers of its record user growth.

What new features has Spotify introduced?

Spotify has introduced AI-powered prompted playlists and music videos in the US.

Home / Business and Economy / Spotify's Record User Surge: Wrapped Campaign Wins Big

Spotify's Record User Surge: Wrapped Campaign Wins Big

10 Feb

•

Summary

Spotify added 38 million users, setting a quarterly record.
Operating income surpassed €701 million, with record gross margin.
AI-powered playlists and music videos enhance user experience.

Spotify's Record User Surge: Wrapped Campaign Wins Big

Spotify Technology SA experienced exceptional growth in the fourth quarter of 2025, adding a record 38 million users. This surge brought the total monthly active users to 751 million, exceeding analyst forecasts. The company's "Wrapped" campaign, a social media sharing initiative, and an enhanced global free tier were key drivers of this success.

Financially, Spotify reported an operating income of €701 million and achieved a record gross margin of 33.1%, indicating improved profitability. Revenue from advertising, however, saw a 4% year-over-year decrease. The company projects 759 million users for the first quarter of 2026.

Under new co-CEOs Gustav Söderström and Alex Norström, Spotify continues its evolution from a music streamer to a broad entertainment hub, now including podcasts, audiobooks, and physical books. Recent innovations include AI-powered prompted playlists and the rollout of music videos in the US, alongside a $13 monthly subscription price in the US.

Disclaimer: This story has been auto-aggregated and auto-summarised by a computer program. This story has not been edited or created by the Feedzop team.