Spotify has expanded its platform by incorporating a music video feature, now available to premium users in 85 additional markets. Originally, Spotify has carved its niche as an audio streaming platform This move follows a smaller trial launched earlier in 2024 across 12 countries, including the U.K., Germany, and Italy. However, Spotify has yet to confirm where the feature is now available.
The music streaming giant, which boasts over 626 million users, including 246 million subscribers in more than 180 markets, is positioning itself to compete more directly with platforms like YouTube. By introducing music videos, Spotify hopes to attract video-loving music fans and offer them a more comprehensive experience.
Initially launched in beta, this feature allows users to seamlessly switch between audio streaming and video streaming with the click of a button. Spotify even added video indicators next to tracks in search results, making it easier for users to find music videos. The U.S., notably absent in earlier releases, still has not been included in this wider rollout.
An internal Spotify study found that users are 34% more likely to stream a song again the following week if they discover it while watching its music video. This insight supports Spotify’s decision to aggressively expand this feature, aiming to keep its premium subscribers engaged and lure in more users from competitors.
As Spotify continues to grow its market share, which was already over 30% in Q3 2024, the addition of video content could further solidify its dominance in both the audio and video streaming markets. This feature might also give hesitant users a reason to upgrade to premium or renew their subscriptions.
