In a strategic maneuver poised to heighten the rivalry with YouTube’s stronghold on the music video domain, Spotify is unveiling a carefully orchestrated beta test of full-length music videos exclusively for its premium subscribers, beginning Wednesday.
The Swedish juggernaut in music streaming is strategically expanding its repertoire, aiming to both diversify its offerings and entice a broader user base as it ambitiously pursues the milestone of 1 billion users by the year 2030
The beta launch is set to debut in targeted markets, including the United Kingdom, Germany, Italy, Netherlands, Poland, Sweden, Brazil, Colombia, Philippines, Indonesia, and Kenya. Within these regions, premium subscribers will be granted privileged access to an expertly curated catalog of music videos spanning global sensations like Ed Sheeran to beloved local artists.
Spotify’s Dive into Full-Length Music Videos
While Spotify has previously dabbled with shorter “clips” lasting under 30 seconds, this latest move signifies a substantial step into the realm of full-length music videos. It’s a calculated endeavor to challenge the enduring dominance of YouTube, which has reigned supreme in this arena for close to two decades, boasting an expansive library of videos accessible for free.
As Spotify ventures into the realm of music videos, the company finds itself amidst escalating competition from adversaries such as Apple Music, while endeavoring to sustain its upward growth trajectory. In its most recent quarterly projection, Spotify anticipates its premium subscriber count to soar to 239 million, surpassing the predictions put forth by analysts.
During the beta testing phase, premium subscribers in designated markets can indulge in watching music videos on Spotify by toggling the “Switch to Video” feature on supported tracks through their iOS, Android, desktop, or TV devices.
Spotify VP on Music Videos: Enhancing Engagement
Charlie Hellman, Vice President and Head of Music Product at Spotify, emphasizes the significance of music videos in engaging listeners and fostering fandom: “So many times in my own experience and for countless others, music videos play a key role in hooking you: taking you from being a listener to leaning in and becoming a fan.”
They’re an important part of so many artists’ tool kits, and it’s a natural fit for them to live in the same place that more than half a billion people choose to listen to music.” Here’s how users can access and enjoy music videos on Spotify: Premium subscribers in eligible markets can engage the “Switch to Video” option on supported tracks. Music videos will seamlessly play within the “Now Playing” view, offering an immersive visual experience.
Users have the flexibility to switch back to audio-only mode or opt for full-screen landscape mode on their mobile devices for an enhanced viewing experience.
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