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Spotify will soon roll out music videos to US and Canadian listeners.
TL;DR
- A spokesperson for Spotify has confirmed to Variety Magazine that US and Canadian users will soon receive in-app music videos.
- The feature positions Spotify as a direct competitor to YouTube Music.
- In-app music videos are expected to launch across the US and Canada in the coming weeks.
Spotify has finally announced plans to extend in-app music videos to US and Canadian users in the coming weeks. This follows a successful beta launch of the feature across 12 territories in March 2024. These markets, including the UK, Germany, and Italy, have enjoyed music videos from prolific artists such as Ed Sheeran and Doja Cat for more than 20 months. Spotify also expanded its beta feature to another 85 markets in October 2024. This launched alongside new video content from Charlie xcx, Fontaines D.C., and more.
The news comes on the eve of Spotify signing an audiovisual direct-licensing pact with the National Music Publishers’ Association (NMPA). This promises an opt-in portal for NMPA members to enter into licensing agreements for expanded audiovisual rights in the States. The agreement should allow for higher royalty payouts to independent music publishers and songwriters. In exchange, Spotify will receive new rights to build video features, with the intention of better connecting artists and fans.
Spotify already has thousands of in-app music videos in specific territories.
As it currently is in specific territories, US users will be able to switch seamlessly between audio and visual content with the touch of a button. This toggle marks a competitive expansion in the streaming market and mimics the audio-video control of direct rivals, such as YouTube Music. However, Spotify has a track record of successful video implementation. For example, the company’s 2020 “Vodcasts” and uninterrupted video podcasts have remained a hit. This is evidenced by the number of creators publishing videos monthly on Spotify growing 50% year over year.
Presently, music videos are only available to Premium subscription accounts and free listeners in Brazil and Colombia — there has been no clarification whether the feature will extend to all Spotify Free membership holders in the future. There is also no specific go-date for US and Canadian account holders. However, now seems like a good time to get excited, as all information points to an imminent launch.
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