Spotify’s latest innovation is set to transform how users engage with music, as the platform unveils plans to introduce music videos to its mobile and desktop apps in select markets.
These videos would be closely integrated with the streaming platform’s music library, allowing users to effortlessly switch between audio and music videos on both mobile and desktop apps.
As of now, the beta version of music videos is available in 11 select markets, with the initial rollout excluding the United States. The countries where users can access music videos starting March 13 are Brazil, Colombia, Germany, Indonesia, Italy, Kenya, Netherlands, Poland, Philippines, Sweden, and the UK.
“For this beta rollout, we chose these markets based on a number of criteria including market size and the availability of local content support . . . Stay tuned as we hope to expand the catalog of music videos and increase availability to more countries,” Spotify’s VP Global Head of Consumer Experience Sten Garmark said in an email.
Aside from residing in one of the specified countries, access to music videos also mandates an active premium subscription. For users on the free tier, the avenue to watch music videos remains YouTube.
Spotify Distinguishes Itself From The Rest
The operational procedure involves initiating music videos not through a direct search or a distinct video browsing section but rather from the “Now Playing” screen. While listening to a song with a music video, users can tap a button labeled “Switch to Video” to seamlessly transition to the video content.
The music video automatically commences from the beginning, even if the user was mid-track, moving the album artwork. To enjoy the video in full screen, users can simply rotate their phone to landscape mode.
For this feature, Spotify isn’t simply embedding a YouTube video or partnering with a third-party company. The company is hosting these videos directly and delivering them to its users without any ads.
However, when asked about royalties when a song is played in video format compared to an audio stream, the company did not respond.
To resume background listening, users can simply tap on the button labeled “Switch to Audio” to deactivate the music video. Moreover, if a user watches the music video to its end, Spotify automatically transitions to playing the next song in the queue in audio format.
Moreover, on the desktop, music videos would be displayed in the right-hand column alongside details about the current song and artist. Spotify ensured compatibility with TVs, where this feature is particularly fitting.
It’s worth noting that the company also offers dedicated apps for various TV platforms including Apple TV, Android TV, Fire TV devices, gaming consoles, and several models of smart TVs.
At first, only a limited number of music videos will be available on Spotify. However, the company had already secured distribution rights to add more videos in the coming months.
“In our initial beta rollout, we’re starting with a limited subset of the full catalog, which includes thousands of music videos. Within this subset, we aimed to prioritize a wide range of genres and artists across our launch markets,“ Garmark said.
The introduction of music videos on Spotify is a big deal, particularly amid a backdrop where Universal Music Group withdrew its songs from TikTok due to a royalty dispute.
This move signified Spotify’s expansion of video content within its app, going beyond Clips (short videos of artists interacting with fans) and Canvas (looping album artworks).
Simultaneously, Spotify is aligning itself with other streaming platforms, as music videos are a feature available on YouTube Music when users search for a song or explore an artist’s page.
Apple Music also incorporated music videos in a designated section on each artist’s page. However, Spotify distinguishes itself by providing a more seamless transition from audio to video.
