New York, February 6, 2026, 12:19 EST — Regular session
- Spotify shares climbed roughly 2% in midday trading, bouncing back after falling for two sessions in a row
- Investors are eyeing Spotify’s push into audiobooks, which now includes selling physical books through Bookshop.org
- Attention now turns to next week’s quarterly earnings and updated guidance
Spotify Technology S.A. shares climbed 2.2% to $421.86 on Friday, bouncing back after a tough two-day drop for the music and podcast platform.
The bounce is significant since the stock has reverted to behaving like a high-beta tech play, with investors swift to penalize any sign of margin risk or distraction. Spotify also approaches its quarterly results carrying fresh product bets and another wave of pricing adjustments.
This week, talk has zeroed in on audiobooks — a space Spotify is aggressively targeting to expand beyond music streaming, where tight licensing margins leave little wiggle room. Every step it takes is measured against Apple and Amazon, both of which can afford to cross-subsidize audio through hardware sales, retail, and cloud services.
On Thursday, Spotify announced it will start selling physical books through its app, partnering with Bookshop.org. Spotify will earn an affiliate fee for each sale, while Bookshop will manage pricing, inventory, and fulfillment. The company also revealed “Page Match,” a feature allowing users to scan a page in a physical or e-book and jump straight to that spot in the audiobook. This will be fully available to audiobook users by Feb. 23. Additionally, Spotify raised its monthly Premium plan price by $1 to $12.99 in the U.S., Estonia, and Latvia. 1
Spotify framed the change as a strategy to keep audiences engaged across different formats rather than losing them altogether. “We believe the future of reading or listening needs to be flexible and fit more seamlessly into people’s lives,” said Owen Smith, Spotify’s global head of audiobooks. Andy Hunter, Bookshop’s founder and CEO, highlighted how Spotify’s broad reach benefits independent bookstores. 2
The stock dropped 7.1% on Wednesday, then slid another 6.3% Thursday, setting up a steep climb on Friday just to hold ground. 3
Spotify followed the broader market bounce. U.S. stocks clawed back on Friday following a string of declines, with tech shares at the forefront, giving high-growth stocks a chance to regain ground. 4
The downside risk remains. Physical books operate on thin margins, and affiliate fees might not boost results fast enough for a company under pressure to deliver on operating leverage. If price hikes drive cancellations, or if the audiobook strategy ends up costing more than it gains, sellers could jump back in.
Traders will watch closely to see if Spotify pitches these audiobook features as a way to boost revenue or just to keep users hooked — and whether management offers any clear guidance on how quickly the wider audiobook plan might grow.
Spotify’s fourth-quarter earnings report arrives Feb. 10. Investors will be watching closely for insights on subscriber churn following the Premium price increase, as well as any initial data on audiobook engagement. 5
