Spotify’s first US price hike for Premium is coming next week

Everyone's 'okay' with it until it's $5 more. Then another $5. Then another $5.

This is what's happening with all of these streaming services. They're all doing the gradual boiling water trick. They know if they turned the dial all the way to hot to make the water boiling, metaphorically speaking, that nobody in their right mind would want to jump in. But if they just turn the dial slowly, let the temperature build up by hiking these prices bit by bit, it wouldn't cause that much of a stir and people will be complacent with it.