Spotify expands its music video feature to 85 more markets
Soon users will be able to watch all their favourite music videos right from the Spotify app.
Spotify is testing music videos for premium users on its platform in 85 additional markets, taking a page right out of YouTube's book.
After an earlier trial that kicked off in March 2024 in 12 countries, including the U.K., Germany, and Italy, the music streaming giant is now rolling out the service to 85 new markets – although it doesn't mention where it is now available.
Currently, the world's most popular audio streaming subscription service boasts more than 626 million users, including 246 million subscribers in more than 180 markets.
Kelechi Edeh
The Spotify music video feature was originally introduced in beta, allowing users in select countries to enjoy a visual experience alongside their favourite tracks. Earlier this year, Egypt was added to the mix. Interestingly, the U.S. has not been included in the expansion. It wasn’t part of the first round, and there’s been no word on whether it will join the latest wave.
Spotify has also made it so that users can seamlessly switch between audio and video, similar to YouTube Music's offering, all with the click of a button. Plus, with new video indicators next to track names, users can spot songs with music videos right from search results.
Emmanuel Oyedeji
With platforms like YouTube dominating the music video landscape for years, Spotify's latest move aims to attract fans who love music videos. By integrating music videos into its platform, it's hoping to lure more users away from competitors and keep its premium subscribers engaged.
In an internal study by Spotify, the company found that listeners who discover a song while watching its music video are 34% more likely to stream that track again the following week, hence the widescale push of this feature.
Over time, this feature could further strengthen the company's already significant lead in monthly active users. Spotify already held over 30% of the music streaming platform market share in Q3 2024 with projections of it growing further per Statista, with it branching into the video streaming market, it stands to compete fiercely with other music video streaming platforms like YouTube.
So, if you've been considering whether or not to go premium or you have cancelled your subscription, this music video feature could be a reason to reconsider.
Fishon Amos
