Spotify is introducing music videos to its platform, enhancing both its mobile and desktop applications in selected markets. This new feature is deeply integrated with Spotify’s existing music library, allowing users to easily toggle between listening to audio tracks and watching music videos within the app.
Initially, this feature is being launched in beta in 11 countries, excluding the United States. The countries where Spotify is rolling out music videos are Brazil, Colombia, Germany, Indonesia, Italy, Kenya, Netherlands, Poland, Philippines, Sweden, and the UK.
Sten Garmark, Spotify’s VP Global Head of Consumer Experience, shared that the selection of these initial markets was influenced by factors such as market size and the availability of content that caters to local preferences. Garmark also hinted at future expansions, both in terms of the music video catalogue and the geographic availability of this feature.
Access to music videos on Spotify requires a premium subscription, with free users needing to look elsewhere for their music video content.
The functionality of this new feature is straightforward. Users can find the option to switch to a music video directly from the “Now Playing” screen of a song that has an accompanying video. A simple tap on the “Switch to Video” button transitions the user from audio to video mode, starting the video from the beginning regardless of the song’s playback position. For those wanting a larger view, rotating the mobile device to landscape mode enables full-screen playback.
Unlike other platforms that might embed music videos from external sources, Spotify is hosting these videos directly on its platform, offering ad-free viewing to its users. The company has not disclosed details on how royalties compare between video and audio streams. Users who prefer audio-only experiences can easily revert back by tapping the “Switch to Audio” button. Continuing video playback until the end will automatically queue the next song in audio format.
On desktops, music videos are displayed in a sidebar, providing details about the song and artist. The feature also extends to TV applications, with Spotify available on a range of devices including Apple TV, Android TV, Fire TV, various gaming consoles, and smart TVs, making it a versatile option for larger-screen viewing.
Initially, the selection of music videos on Spotify will be limited, but the company has plans to expand its offerings significantly. This initial selection aims to cover a broad range of genres and artists to cater to the diverse tastes of users across its launch markets. This move comes at a notable time, especially with recent developments in the music industry, such as disputes over royalties with major platforms. By adding music videos, Spotify is broadening its video content beyond its existing offerings, such as artist clips and looping visuals for tracks.
Spotify’s introduction of music videos positions it in closer competition with other music streaming services that already offer video content, such as YouTube Music and Apple Music. However, Spotify’s integrated approach allows for a seamless transition between audio and video formats, enhancing the user experience.
