Music videos are now available as a beta feature on Spotify for Premium subscribers in 11 countries.
The music streaming platform said it was adding the new feature as “another way to enhance the artist-to-fan connection.” It said that music videos were a “natural fit to live on Spotify” in a blog post update.
Spotify said it would initially offer a “limited” catalog of music videos to Premium users in the UK, Germany, Italy, the Netherlands, Poland, Sweden, Brazil, Colombia, Philippines, Indonesia, and Kenya.
The select number of offerings would include hits from “global artists” like Ed Sheeran, Doja Cat, and Ice Spice, as well as “local favorites” like Aluna and Asake.
Users can switch to videos by clicking the “Switch to Video” icon for supported music tracks and return to background listening by clicking “Switch to Audio.” Switching to video will restart the track, which can now also be played in full-screen mode by rotating the device.
The new feature is available on iOS and Android devices, as well as desktop and TV apps. Spotify said it would work to expand the music video catalog and bring the feature to more users and more countries.
Short video clips and other visuals are already present on the music streaming platform through features like Canvas, Clips, Artist Bios, Live Events, and Merch.
“Canvas visuals, in particular, have been shown to drive engagement, with users sharing, saving, or adding songs to playlists at a higher rate,” Spotify said. The platform is also experimenting with AI to engage existing users and attract new ones.
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