Spotify is set to launch music videos for Premium subscribers in the United States and Canada “in the coming weeks,” the company announced on Wednesday.
A Spotify spokesperson confirmed the development, describing it as a major step in the platform’s ongoing expansion into video content, which has so far been focused mainly on video podcasts.
“We’ll have more details to share soon,” the spokesperson said. “In our previous announcements about music videos in other markets, we announced that they were for Premium users.”
The upcoming feature will allow users to switch between audio-only and video modes, giving subscribers a more immersive experience similar to platforms like YouTube.
Spotify’s move marks a significant strategic shift for the Sweden-based streaming company, which has historically concentrated on audio streaming.
According to the company, over 390 million users have already engaged with video podcasts on the platform, demonstrating growing user interest in visual content.
By entering the music video streaming space, Spotify is now encroaching on YouTube’s long-dominant territory, where fans have traditionally turned for official music videos for nearly two decades.
The rollout in North America follows earlier trials of the music video feature in select international markets, as the company continues its push to diversify user experience and increase engagement among Premium subscribers.
