Music streaming giant Spotify is making a move into video streaming, directly challenging the dominance of YouTube. This new feature, currently in beta testing, is rolling out to Premium users in eleven countries:
- UK
- Germany
- Italy
- Netherlands
- Poland
- Sweden
- Brazil
- Colombia
- Philippines
- Indonesia
- Kenya
Limited Content for Now:
The initial rollout offers a limited selection of music videos, featuring both global artists like Ed Sheeran, Doja Cat, and Ice Spice, alongside regional favorites. Spotify acknowledges the competition they face from established platforms like Apple Music (with integrated music videos) and the free video giant, YouTube.
Why Video?
Spotify’s Vice President of Music Products, Charlie Hellman, explains the strategic move: “Music videos often play a crucial role in connecting listeners with artists and turning them into fans. This new feature allows music and music videos to coexist within the Spotify platform already used by over half a billion people.”
Engaging with Artists and Fans:
Spotify highlights existing features like Canvas visuals, Clips, Artist Bios, Live Events, and Merch as ways for artists to connect with audiences within the platform. Canvas visuals, in particular, have shown effectiveness in user engagement.
How to Watch Music Videos on Spotify (Beta):
- Premium users in the selected countries can access the video feature by switching to “Switch to Video” on supported music tracks on their iOS, Android, desktop, or TV devices.
- The music video will then play within the Now Playing view.
- To return to audio-only listening, users can simply select “Switch to Audio.”
- Videos can also be viewed in full screen by turning mobile devices to landscape mode.
Spotify’s Expanding Ecosystem:
Last year, Spotify introduced “Clips,” short-form vertical video content uploaded directly by artists. The platform has also broadened its offerings to include podcasts and audiobooks, aiming to attract a wider user base. This video streaming beta launch signals Spotify’s ambition to become a more comprehensive audio-visual entertainment hub.
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