In a great year for Spotify, executives and board members collectively sold shares worth approximately $1.25 billion, capitalising on the company’s stock market resurgence.
Co-founders Daniel Ek and Martin Lorentzon led these sales, with their transactions accounting for a combined $900 million, according to filings with the U.S. Securities and Exchange Commission (SEC).
The stock sales occurred against the backdrop of a near-145% increase in Spotify’s share price in 2024. Starting the year below $80 per share, the stock grew to a closing price of $461.64, with the company’s market value approaching $100 billion—an extraordinary recovery from its $15 billion valuation just two years ago.
Ek, the company’s CEO, sold shares worth $350 million, while Lorentzon, who remains on the board, made $550 million from his sales, including a $383 million transaction in November.
Other senior executives, such as Gustav Söderström, Chief Product Officer, and Alex Norström, Chief Business Officer, also benefited, selling shares valued at $106 million and $63 million, respectively.
Spotify’s turnaround was bolstered by a combination of cost-cutting measures, strategic realignments, and price increases.
In 2023, the company laid off some staff, cutting nearly 2,300 jobs, and restructured its podcast strategy to focus on larger audience reach rather than exclusivity.
These moves, alongside adjustments to royalty structures and price hikes in key markets, improved profitability without impacting user growth.
Spotify’s initiatives to balance revenue growth with reduced costs were commended by Wall Street analysts who noted the company’s improved profit margins, with some likening Spotify’s recovery to Netflix’s superiority in video streaming.
Price hikes introduced in mid-2023 across 70% of its revenue footprint were an important factor, enabling Spotify to generate higher income while retaining its subscriber base.
The launch of bundled offerings, combining music, podcasts, and audiobooks, further diversified revenue streams and strengthened the company’s place in the streaming market.
Even with two rounds of price increases within a year, Spotify maintained strong user engagement, proving the resilience of its business model.
While the company’s growth has been commendable, the music-streaming industry is currently facing some challenges. This slow growth in subscription revenue has prompted major players, including Universal Music Group, to explore alternative strategies such as revising royalty models and introducing premium subscription tiers.
Nonetheless, Spotify’s focus on audiobooks and non-music entertainment is helping to drive its innovation.
