Spotify's premium subscriber base continues to grow in the US, nears 40% of users8
As of September 2018, the percentage of premium users sits at 38%, a figure that is up from the 36% that was reported just three months earlier. Over the quarter, it's reported that 13% of all ad-supported listeners commenced a free trial and over 70% of these then went on to sign up to a premium plan. The rate at which Spotify loses Premium users also declined throughout the period. Thus, it's clear that Spotify’s efforts to push its premium service through its recent redesign are indeed working and are likely to continue having positive effects throughout the coming months. However, the service does still lag behind Apple Music when it comes to both subscribers and growth – the service is reportedly growing 2.5x faster than Spotify in the US.
While Spotify does offer premium family accounts to its subscribers, the CIRP’s latest report notes that the number of users on these plans has declined over the summer. This is due to Spotify’s recent crackdown on users that choose to share these plans among them in the hope of saving money, even if they don’t live together.