shares a Spotify jumping about 5% after announcing it will raise prices in the US from 1099 to

1199 a month for an individual premium plan that's the second hike in a year.

A dirt of Bosa is looking at that for today's Tech Check.

This Streamflation now in Audio, D.

Hey, good morning, Carl.

It was nice while it lasted.

You know, streaming prices, they've been relatively steady this year,

but with Spotify's price hike this morning

it gives others space to follow suit especially if users are willing to accept

those higher prices it might not be so straightforward though audio is much stickier than video and Spotify

users are far less likely to cancel among the biggest video or audio streaming

platforms. Look at this data from research firm antenna. It shows that less than 1.5% of Spotify users

canceled subscriptions in April. Video streamers are far more fickle. Data

showing that 35% of users who cancel return within one year and the number of serial churners has more than tripled since 2019.

Where you need Netflix for Bridgerton, Max for Curb, Disney for your kids.

Spotify has pretty much every song that you're looking for,

plus carefully curated playlists that can't just

be moved over to another service.

Now, Spotify has also focused on audio where its main competitors are mega caps and these mega caps have giant other businesses that are much larger of which audio compliments.

Take Amazon at the center of its flywheel is e-commerce. Prime

subscriptions are meant to get users to buy more stuff and over the years they've

beefed that subscription up with faster delivery, grocery, pharmacy, video and audio streaming deals.

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