Spotify Technology (SPOT) is expected to surpass 300 million paying subscribers in 2026 as the company continues to add interactive ways for users to engage with the platform, Morgan Stanley said in a Monday note.

Gross margins are expected to rise into the mid-30% range in 2027, the firm said.

Morgan Stanley said recent examples of product innovation include more video content, algorithm controls, mixing tools and stronger lead generation for concert ticket sales.

Analysts also noted the company's first investor day in four years is expected to give investors "tangible examples" of product improvements in an increasingly AI world.

The firm noted recent US price increases at Spotify and higher prices from YouTube Premium and YouTube Music are constructive for overall industry pricing.

Morgan Stanley reiterated its overweight rating on Spotify Technology and lowered its price target to $630 from $650.

Spotify Technology shares were 3.9% higher in Monday trading.

Price: 494.73, Change: +18.74, Percent Change: +3.94