Is Spotify’s super premium tier still coming?
Spotify’s plans for a superfan-focused subscription tier are still alive, but recent comments from Spotify execs have raised eyebrows.
Streaming 2.0 and the rise of supremium
As the global music streaming market approaches saturation, the industry is pushing towards “Streaming 2.0”. A major focus is on a super premium (supremium) subscription tier, targeted at superfans who pay no more than the average consumer in today’s music market.
Spotify has long been at the heart of the conversation with its long-rumoured ‘Music Pro’ tier. While recent rumours suggested this tier would include hi-fi audio, early access to content and concert tickets, and even DJ remixing tools, the launch still seems to be on hold.
Is a launch date on the cards?
Spotify posted ‘record subscriber growth’ in Q1 2025, but it remains to be seen when there will be a supremium rollout. During its Q1 earnings call, CEO Daniel Ek said the company still needs “partners to come to the table” in order to bring its supremium offering to life.
Spotify’s Co-president and Chief Business Officer reiterated the platform’s belief in the “great potential” of a superfan tier, calling it a promising opportunity to “delight users”. Still, the message remained that the concept is progressing, but still needs collaboration from those in the industry to make it happen.
UMG’s response
On the same date as Spotify’s earnings call, UMG held its own call– with the company being instrumental to the push towards Streaming 2.0. Michael Nash, UMG’s Executive Vice President and Chief Digital Officer kept a close lid on things. However, he was “encouraged” by the direction of ongoing discussions with streaming platforms, including Spotify, and was hoping to elaborate on the collaborative plans later this year.
When it comes to a launch date, Nash expressed that the ball is in the streaming services’ court, as it’s ultimately up to the platforms to engineer new offerings and secure the necessary deals with rightsholders.
Supremium’s potential
After recently speaking to MIDiA Research’s Tatiano Cirisano, there is strong consumer demand for a Spotify supremium tier. MIDiA found that Spotify’s estimated $5-$6 additional price point for supremium is a highly conservative one, suggesting a strong willingness to pay above this. However, the model’s success is dependent on whether the right features are in place.
That’s the catch. There is clearly strong demand for the product, but Spotify seems to be taking its time to ensure the product meets expectations. Ek remains confident in the long-term potential of supremium, with Spotify aligning itself with many in the music industry to help further its growth. So, while there’s no launch date yet, conversations between streaming platforms and the industry are still ticking over.