Spotify launches beta testing of full-length videos for subscribers
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Swedish music streaming giant Spotify is entering the realm of full-length music videos with a limited beta launch for its premium subscribers, challenging YouTube's longstanding dominance in this domain.
The rollout, starting in beta on Wednesday, will be available to premium users in the UK, Germany, Italy, Netherlands, Poland, Sweden, Brazil, Colombia, Philippines, Indonesia, and Kenya.
Spotify aims to enhance its user base by introducing music videos, and competing with YouTube and Apple Music.
The limited catalog of music videos will include global hits from artists like Ed Sheeran and local favorites such as Aluna. This initiative follows Spotify's introduction of "clips" in March last year, consisting of under-30-second vertical videos directly uploaded to the platform by artists.
The company has expanded its offerings to include podcasts and audiobooks, seeking diverse content to attract a wider audience.
Spotify's move into music videos is part of its strategy to achieve 1 billion users by 2030. However, it faces stiff competition from YouTube, which allows free access to music videos.
The rollout is expected to provide premium subscribers with an added dimension to their music-streaming experience.
In February, Spotify projected its premium subscribers to reach 239 million in the current quarter, surpassing estimates. The company's January announcement also revealed plans for users in Europe to purchase audiobooks and subscription plans within the app, leveraging new competition laws to avoid Apple's 30% fee for in-app purchases.