STOCKHOLM, Sweden — Audio streaming giant Spotify PLC is set to significantly expand its offering by adding full music videos to its platform for paying subscribers in the United States and Canada “in the coming weeks,” a company spokesperson confirmed on Wednesday.
This move signals a major strategic expansion by the Sweden-based company into video content, which until now has largely been limited to video podcasts.
The shift into music video streaming positions Spotify to directly compete with YouTube, which has historically dominated the market for this type of content for nearly two decades.
The spokesperson highlighted the platform’s existing capacity for video engagement, noting that over 390 million users have already watched a video podcast on the platform.
The company confirmed that the feature will be reserved for its premium, paid user base.
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The Spotify spokesperson stated:
“We’ll have more details to share soon,” the Spotify spokesperson added. “In our previous announcements about music videos in other markets, we announced that they were for Premium users.”
Once the feature is fully rolled out, users will have the flexibility to seamlessly switch between the standard audio-only and the new full music video modes while streaming.
