Spotify is gearing up to take on the video giants by launching a streaming service that's set to rival YouTube and TikTok. The company has been quietly building its video capabilities for some time, with recent job listings revealing ambitious plans to become a "world-class video service."
The first step in this journey will be the incorporation of music videos into the Spotify app. This will allow users to easily switch between audio and video versions of popular songs, making it a more immersive listening experience. The company has already signed licensing agreements with major labels and the National Music Publishers' Association, securing broader video rights that will unlock its ability to innovate and launch new features.
But this is just the beginning. Spotify's expansion into music videos comes at a time when the online music business is starting to hit a ceiling in Western markets. With most consumers who are willing to pay for music already subscribed to a streaming service, Spotify's focus has to shift to growing its share of audience time, retaining paying subscribers, and better monetizing those on its ad-supported tier.
The company believes that adding video will increase attention and engagement with its content. This is especially true for music, which tends to be a background medium for many people. By incorporating video into the Spotify experience, the company hopes to command more of users' senses and increase the amount of time they spend on the platform.
But how far will Spotify go in its embrace of video? The answer lies in how the company navigates content moderation and copyright challenges. While it's unlikely that Spotify will open up the floodgates and allow anyone to upload their own clips like YouTube and TikTok do, there may be some exceptions for professional creators.
Spotify has already taken steps in this direction by allowing artists to upload Reels-like 30-second vertical video clips. The company also added such clips from podcasters and audiobook authors to its 2025 Spotify Wrapped. Music curators have become popular creators on TikTok, driving new music discovery across all genres and niches of music.
The logical next step would be for Spotify to onboard select music influencers, believes Thematic COO Audrey Marshall. By integrating video directly within the Spotify app, users can discover new artists and music without having to leave the platform.
Ultimately, Spotify's decision to invest heavily in its video capabilities will depend on how well it navigates these challenges. But one thing is certain – video is set to play a key role in the company's future, on phones, TVs, and everything in between.
The first step in this journey will be the incorporation of music videos into the Spotify app. This will allow users to easily switch between audio and video versions of popular songs, making it a more immersive listening experience. The company has already signed licensing agreements with major labels and the National Music Publishers' Association, securing broader video rights that will unlock its ability to innovate and launch new features.
But this is just the beginning. Spotify's expansion into music videos comes at a time when the online music business is starting to hit a ceiling in Western markets. With most consumers who are willing to pay for music already subscribed to a streaming service, Spotify's focus has to shift to growing its share of audience time, retaining paying subscribers, and better monetizing those on its ad-supported tier.
The company believes that adding video will increase attention and engagement with its content. This is especially true for music, which tends to be a background medium for many people. By incorporating video into the Spotify experience, the company hopes to command more of users' senses and increase the amount of time they spend on the platform.
But how far will Spotify go in its embrace of video? The answer lies in how the company navigates content moderation and copyright challenges. While it's unlikely that Spotify will open up the floodgates and allow anyone to upload their own clips like YouTube and TikTok do, there may be some exceptions for professional creators.
Spotify has already taken steps in this direction by allowing artists to upload Reels-like 30-second vertical video clips. The company also added such clips from podcasters and audiobook authors to its 2025 Spotify Wrapped. Music curators have become popular creators on TikTok, driving new music discovery across all genres and niches of music.
The logical next step would be for Spotify to onboard select music influencers, believes Thematic COO Audrey Marshall. By integrating video directly within the Spotify app, users can discover new artists and music without having to leave the platform.
Ultimately, Spotify's decision to invest heavily in its video capabilities will depend on how well it navigates these challenges. But one thing is certain – video is set to play a key role in the company's future, on phones, TVs, and everything in between.
theyre trying to take on youtube & tiktok but its not that simple, idk about these licensing agreements tho 
hopefully they dont just turn into a music streaming with ads 
The question is, what does it mean for Spotify to take on YouTube and TikTok by adding music videos to its platform? Is it just about increasing attention and engagement with its content, or is it a way for the company to reassert its authority in the online music space? 
I'm not sure if this move is a response to the limitations of audio-only streaming, but what if it's more than that... what if it's a reflection of our increasingly visually-driven society where we're craving more immersive experiences? 
. They can't just let anyone upload whatever they want or they'll get sued left and right. And then there's the issue of discoverability – will it be hard for users to find new vids if there's too much noise on the platform? Maybe Spotify is onto somethin' with their Reels-like feature, but we'll see how it all plays out 
. So, either way, I'm down to see how it all goes down 
. And what about the actual production quality? Will Spotify's vids live up to YouTube's standards?
just kidding sorta but seriously it's like a whole new frontier for music streaming and i'm hyped to see where spotify takes this journey.
Also, what's up with the licensing deals... major labels and all that... 
and it would be dope to see them partner with influencers too 
maybe they can even do some spotify original content? 
. they're trying to become like youtube and tiktok, but its not just about throwing videos up there, gotta navigate all the copyright and moderation stuff too... and then there's the question of how much video will they actually use? are they just gonna slap some vids on there as an afterthought or do they really wanna create a whole new type of content experience for us 
I think this is awesome! Spotify is really stepping up their game by adding videos to their app 
.
. Maybe we'll see some super cool collaborations between artists and creators - that'd be amazing 
. Also, I'm curious if we'll start seeing more video features from music curators and influencers on TikTok creators soon? That would be a total game-changer 
it's also interesting that spotify is thinking about how to monetize ad-supported users better 
.
. Bring it on!
i've been waiting for this moment for ages! its kinda surprising they waited so long tho but i guess that just means we get a better experience in the end 
anyway, music vids are a no brainer - who doesnt love a good vid to go along with their fave tunes? 
my friend's cousin is actually a music curater on spotify right now and she just posted some sick vid clips in the spotify wrapped thingy last yr... so fingers crossed it gets better from here