Spotify is taking the next step toward becoming a video platform, expanding its music video streaming feature to 85 new markets as of Tuesday (October 15).
While the company hasn’t specified which countries are part of this expansion, the offer is limited to Premium subscribers and features a curated catalog of music videos. Previously, the beta version of the music video feature was available in 11 countries, including the UK, Germany, Brazil, and Kenya, with Egypt joining later. The U.S. isn’t included in this latest rollout, according to The Verge.
In a statement to The Verge, Spotify emphasized that the availability of music videos varies across markets and tiers. The company also indicated plans to introduce this feature in more regions, including the U.S., in the future.
According to Spotify’s blog, music videos drive engagement, with users who discover songs through videos being 34% more likely to stream that track again in the following week. The platform also reported a 24% increase in the likelihood of sharing or streaming a song when discovered via video.
Spotify’s music video experience will now include additional features such as tags for songs with video options and the ability to toggle between video and audio seamlessly. Users can also view videos in full-screen by tilting their devices to landscape mode.
The company plans to expand this feature further in the coming months as part of its broader strategy to enhance value for subscribers, especially as it raises subscription prices across various markets. Spotify co-founder and CEO Daniel Ek previously noted that as long as the company continues to add value for its consumers, it will be able to justify pricing increases.
Spotify’s move into new media, including podcasts and audiobooks, is part of its effort to improve its “value-to-price ratio.” However, its decision to bundle audiobooks with music in Premium subscriptions has sparked opposition from music rights holders in the U.S., where royalty rates for bundled music are lower. The Mechanical Licensing Collective (MLC) has filed a lawsuit against Spotify over this issue, while the National Music Publishers’ Association (NMPA) has warned the platform about licensing concerns related to lyrics, videos, and podcasts.
