As a major organisation you are failing to address your most common customer feedback point - your costing for premium services. Rather than understanding and supporting loyal users, customers are encouraged by the support team to change to a free plan or cancel the subscription and move to an alternative service. 

You're losing custom as a direct failure of not listening and acting on customers affordability and pricing recommendations. The reasoning for price increases are not clear and justified and more can be done to find a middle ground pricing model which is suitable for more users and encourages the continued use of Spotify instead of challenging its worth. Closing threads like this and ignoring the underlying pricing issue and is not a way forward.