Pricing Sensitivity By Cohort for Spotify Users

PRICIN G SENSITIVIT Y BY C OHOR T Overall Price Sensitivity A Spotify $16 $14 $12 There is a wide range of price sensitivity when it comes to how much a consumer vwill pay for a music subscription service. $10 $10.04 $8 $6 $4 $2 $0 Consumers who did not grow up with free access to music have a lower price sensitivity compared to those generations who are used to buying music. Price Sensitivity By Age $18 $16 $14 $12.55 $13.05 $12 $11.84 $10 $8.98 $9.07 $8 $6 $4 $2 $0 25 26-35 36-45 46-55 55+ Price Sensitivity By Feature This data presents a clear opportunity for Spotify to offer an upgrade option for $35 these services. $30 $25 $22.08 $20 $18.96 $15 $10 $10.08 $9.33 Q $8.13 $7.74 $5 $0 Play Any Lossless Tracks Listen Ad- Unlimited Up to 5 Online Free Skips Hi-Fi Sound Users ROCKET SOURCE N = 7,458 US Spotify Free & Premium Members