Spotify announced Tuesday that it is making music videos available to premium subscribers in the U.S. and Canada, aiming to compete more directly with YouTube. The addition of video content is intended to provide a richer, more engaging experience for listeners, potentially attracting more users and advertisers to the platform.
After a beta launch in nearly 100 markets last year, Spotify plans to expand its video offerings to include content from artists such as Ariana Grande, Olivia Dean, BABYMONSTER, and Addison Rae. The company noted that tracks paired with music videos see a 34% higher likelihood of being replayed and a 24% higher chance of being saved or shared in the following week. All premium subscribers in the U.S. and Canada will have access to music videos by the end of the month. The move comes alongside Spotify’s ongoing efforts to boost engagement, highlighted by its year-end Wrapped feature, which drew over 200 million engaged users in about 24 hours. The company has also raised subscription prices in multiple markets recently and plans a U.S. price increase early next year, as it works to drive earnings growth. Spotify founder Daniel Ek will transition to executive chairman in January.