What’s happened? Spotify has confirmed that it will soon offer music videos in the United States for the very first time.
- Users should be able to switch between audio-only and video tracks by tapping an on-screen button (via Variety).
- The rollout will take place in the coming weeks for users in the United States and Canada. Meanwhile, the feature has been available in a few regions for quite a while.
- It isn’t clear whether the feature will be available for paid, free, or both tiers.
- It was only recently that Spotify struck a licensing deal with the National Music Publishers Association (NMPA), regarding “expanded audiovisual rights.”
Why is this important? The addition of the music video significantly broadens Spotify’s offering, moving from audio-only streaming to a richer multimedia experience.
- The development also positions Spotify directly in competition with video-heavy platforms such as YouTube.
- For Spotify, the availability of music videos could help increase users’ time spent in the app.
- Given that music videos are higher-value content, the update could open up a new distribution and monetization channel for artists and rights-holders.
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Why should I care? If you’re a Spotify user in the United States or Canada, you’ll soon be able to watch official music videos within the app rather than switching to another platform.
- If you’re a creator or a rights-holder, the arrival of music videos on Spotify opens up an additional avenue for your work to be displayed and monetized.
- For everyday consumption, video makes music tracks more engaging. I can see people streaming music videos on the platform in the background on their secondary devices.
OK, what’s next? Even if you aren’t a U.S. or Canadian resident, the upcoming rollout signals that Spotify views video as part of its long-term offering globally.
- If you’re intrigued by the idea of watching music videos on Spotify, keep an eye out for the feature’s rollout and eligibility criteria.
- In due course, Spotify should expand its video catalog, integrate videos into playlists, and launch a vertical feed.
- Meanwhile, Spotify’s new Apple TV app brings support for videos, lyrics, and DJ controls.
