Spotify is preparing a new push into video. According to The Verge, the company plans to introduce music videos inside its app later this month. The company says U.S. subscribers will be able to move between audio and video versions of popular songs.

The push follows a series of licensing deals with major labels and the National Music Publishers’ Association this fall. The company said these agreements include broader audiovisual rights. Chief Business Officer Alex Norström told investors during the company’s latest earnings call that these rights were a strategic objective because they open the door for new product development.

Why Spotify is leaning harder into video

Spotify wants to become a video destination too. Spotify’s recent job listing for a senior engineer said the company is building a video experience that can compete with YouTube or TikTok. According to the post, Spotify is working on a “best in class video experience to rival the biggest players, like YouTube or TikTok.” The platform has spent most of its history centered on audio. Now, the company wants to evolve “from an audio-first platform to also become a world-class video service.”

MIDiA Research’s managing director, Mark Mulligan, told The Verge that music streaming has reached a ceiling in Western markets. Most people who want to pay for music already subscribe somewhere. This means future competition is not only with Apple Music or Amazon Music, but also with any service that takes up user time. That includes TikTok, YouTube, Netflix, and even gaming. Mulligan says music is often a background activity for many listeners. Video commands more attention, so Spotify is looking for ways to keep users focused inside its ecosystem.

YouTube’s numbers reinforce this pressure. MIDiA found that 67% of consumers watch music videos on YouTube monthly. That makes YouTube the leading place for free music. YouTube Music is also growing quickly because it sits on top of a large video library.

This explains why Spotify is making video a core part of its next phase. Bringing music videos into its app shows that the company is trying to narrow the gap. However, it is entering a market shaped by YouTube’s dominance. TikTok also remains a force in short-form video. As of 2025, it has about 1.59 billion monthly active users worldwide. Many of those users spend substantial time on the app daily.

Spotify’s chief business officer, Alex Norström, said during its latest earnings call that the new licensing agreements secure the broader video rights the company has needed. He said the rights unlock the ability to roll out new product ideas. Spotify shared during the same call that it now hosts close to half a million video podcasts and shows. The company also said more than 390 million users have streamed video podcasts on Spotify, and that time spent watching videos has more than doubled year over year.

These numbers show where the company is placing its attention. With most people who want to pay for music already subscribed somewhere, Spotify now needs a larger share of user time and stronger retention. 

Video is already part of Spotify’s content push

The music video rollout follows months of activity around video on the platform. Spotify now hosts close to half a million video podcasts and shows. According to Norström, more than 390 million users have already streamed video podcasts, and the time they spend watching has more than doubled year over year. That gives the company a base of viewers before it starts adding a bigger catalog of music videos.

Spotify has also been working with external platforms. In October, the company struck a video podcasting partnership with Netflix, although the shows are distributed on Netflix’s platform. It includes 16 shows from Spotify Studios and The Ringer. Spotify is also exploring offering financial incentives and marketing support to attract more video creators.

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