Spotify launches full-length music videos to expand beyond music streaming and compete with YouTube

Swedish music giant Spotify is breaking new ground by introducing full-length music videos, intensifying its rivalry with YouTube. The move, announced on Wednesday, marks Spotify’s foray into a realm long dominated by YouTube and signals a strategic shift beyond its traditional music streaming service.

Starting with a limited beta launch for premium subscribers, Spotify will offer full-length music videos in select regions, including the UK, Germany, Italy, and more. This expansion into video content reflects Spotify’s ambition to diversify its offerings and capture a broader audience base.

Despite aiming for a lofty goal of reaching 1 billion users by 2030, Spotify faces stiff competition from industry heavyweights like Apple Music and YouTube, which provide free access to a vast library of music videos.

The initial rollout will feature a curated selection of music videos encompassing global chart-toppers like Ed Sheeran alongside local favorites such as Aluna. This move builds upon Spotify’s earlier introduction of “clips” last year—short, under-30-second vertical videos directly uploaded by artists to the platform.

The roll-out will include a “limited catalog of music videos, including hits from global artists like Ed Sheeran … or local favorites like Aluna,” Spotify said.

In addition to bolstering its music catalog, Spotify has been expanding its content library to include podcasts and audiobooks, a strategy aimed at enhancing user engagement and retention.

The company’s recent performance has been promising, with forecasts indicating robust growth in premium subscribers, surpassing earlier estimates. As Spotify continues to innovate and diversify its offerings, the battle for dominance in the digital music and video landscape is set to intensify.

Spotify, the global music streaming powerhouse, boasts a staggering 356 million monthly active users, out of which 158 million are premium subscribers. Founded in Stockholm, Sweden, back in October 2008, Spotify revolutionized the music industry by offering a commercial streaming service that grants access to a diverse range of digital content from various record labels and artists.

Beyond its premium offerings, Spotify also provides a freemium model, allowing users access to basic features with occasional advertisements or limitations. This innovative approach has fueled Spotify’s meteoric rise, propelling it to the forefront of the music streaming landscape with explosive growth in revenue and customer base in recent years.