Comment by bedhead

Same reason people don't move from Amazon to Wal-Mart, or Apple to Android, or Netflix to...I don't even know what. Spotify is objectively better as a service, people love it, and we are creatures of habit. There are other factors like social and all the playlists you've created. Besides, people derive value from things based on more than price alone. You might not see why they have pricing power but the fact is they have over 60 million paying subscribers so they must be doing something right. And is the ~$10/month meaningful for any of those subscribers? Probably not at all. I mean, you're going to tell me that people line up to buy a $1,000 iPhone which costs 25% more than a previous model but perhaps an extra $2/month for Spotify (#12 app on App Store - right in between Gmail app and Uber) is going to cause an exodus? I'll take the other side of that one.