After announcing
the arrival of AI-powered book summaries last month,
Spotify is taking another step forward by expanding access to music videos for Premium subscribers in the United States and Canada through
an agreement with the National Music Publishers’ Association (NMPA).
This agreement grants Spotify expanded rights to
stream video content , previously unavailable in the United States. While the platform had already launched music videos in nearly 100 countries last year, it had been unable to do so in the US.
Spotify’s promise in its press release is clear: the platform aims to offer a video experience capable of competing with established players like YouTube and TikTok. The service plans to rely on a simple and accessible interface, available on computers, smartphones, and even televisions.
To discover the feature, users will need to activate the “Switch to video” option . The clip then starts exactly where the audio track left off, and returning to background playback is done with a single gesture.
For the moment, the catalogue focuses only on highly followed artists such as Ariana Grande , Olivia Dean , BABYMONSTER or Addison Rae , but Spotify assures that the collection, currently limited to several thousand videos, will expand rapidly.
A strengthened commitment that could redefine the use of the service
The data put forward by Spotify shows the full significance of this new feature, because when a user discovers a song and then watches its video on the platform, they are 34% more likely to listen to the song again in the following week and 24% more inclined to save or share it .
It’s worth noting that this shift comes as Spotify has just released its famous Wrapped campaign , which garnered over 200 million views in just 24 hours, demonstrating a particularly strong level of engagement. This is a key metric closely monitored by the company, which sees continuous interaction as a major driver of its growth.
This evolution comes with an internal movement…
This rollout of videos for Premium subscribers is expected to be completed by the end of the month in the United States and Canada, and it coincides with a period of internal transition, marked by the upcoming evolution of Daniel Ek , founder of Spotify, towards a role of executive chairman.
This is a way for the platform to reaffirm its ambitions , at a time when streaming services are seeking to reinvent themselves to capture an ever-growing audience…