What to expect from Spotify in 2026: A message from Spotify’s new Co-CEOs
Fresh after stepping up to become CO-CEOs, Alex Norström and Gustav Söderström reveal what’s ahead for Spotify.
Back in October, it was confirmed that Spotify founder Daniel Ek would step down as CEO at the start of 2026, with Alex Norström and Gustav Söderström stepping up to be Co-CEOs. Now, the handover is official, and the pair have outlined what artists, labels, publishers, and partners can expect from the world’s biggest streaming platform this year.
Central focus remains the same
Despite the headline-making leadership change, Spotify’s Co-CEOs are keen to stress that this isn’t about rewriting the rulebook. The pair have spent over 15 years at Spotify, and see this transition as a continuation of their journey. In fact, when the news initially broke in October, it was reported that their new titles would simply reflect how the company was already operating anyway.
With this, Spotify’s focus for 2026 is staying consistent too. While the platform now spans podcasts, audiobooks, and helps to support a global creator ecosystem across 180+ markets, music remains the foundation. The Co-CEOs want Spotify to be a place where discovery feels meaningful, listening feels intentional, and time spent on the app feels worthwhile. All while using technology to help innovate the experience.
Four ideas shaping Spotify’s year ahead
To kickstart the year, Norström and Söderström have outlined four core focus areas that will guide Spotify’s decisions in 2026. Here’s what they are:
Designing for a ‘no regrets’ listening experience
Spotify wants users to leave every session feeling like their time was well spent. Whether it’s stumbling across a new favorite artist, diving into a playlist built for a specific mood, or getting lost in an audiobook or podcast, the goal is to make listening feel rewarding.
That suggests a continued emphasis on discovery that feels personal and rewarding, not just algorithmic.
Giving listeners more control
AI continues to be a huge talking point for the music industry, but Spotify wants its use to be clear. Spotify isn’t using AI to replace human taste or automating creativity. It’s all about giving users more control over what they’re listening to. For example, Spotify features like DJ requests, Prompted Playlists and Mixing are designed to respond to your taste, giving you more of what you want.
This seems to be a wider trend on social platforms too. Recently, TikTok and Instagram gave users more influence on the content they see in their feed, with YouTube tests revealing something similar could be happening there too.
A catalyst for creativity
Spotify sees itself as more than a streaming platform. The Co-CEOs describe the company as a kind of R&D engine for the wider creative ecosystem thanks to the innovation at the heart of Spotify.
Despite achieving new highs in users and subscribers, and paying out a record sum to the music industry, Spotify believes its growth only matters if it translates into real opportunities for creatives.
So, expect to see continued investment and platform improvements that help creators reach audiences, deepen fan relationships, and earn from what they create.
One team
Finally, Spotify credits much of its momentum to its people: a global workforce of music, podcast, book, and tech lovers that keep pushing in the same direction. With this momentum, together they can keep achieving bigger and better things.
Wrapping up
Spotify’s 2026 outlook feels a lot like what we’ve already come to expect from the company. Shaper discovery, smarter use of technology, and more intentional listening. For artist and industry professionals alike, the message is clear: Spotify’s biggest priorities aren’t changing.