Spotify is raising its membership prices in Canada for the first time since July 2023. Starting in December, premium subscribers will pay $12.69 a month before taxes, up from $10.99. While you might consider switching to cheaper options like Amazon Music or Apple Music, that’s unlikely — and it’s not just because you wouldn’t be caught dead posting the Apple Music’s Replay instead of Spotify’s Wrapped. While Spotify can get away with raising prices without hoards of people cutting it off, it doesn’t bode so well for other companies who increase prices without adding value. Just look at PepsiCo — it tried to raise prices without adding much more value, and shoppers responded by cutting back on snacks like Doritos and Lay’s. On the other hand, Bloomberg’s Lucas Shaw points out that not only does Spotify continuously add curated playlists, it is also expanding its services, like adding audiobooks.