Music streaming giant Spotify has announced that it is testing music videos for premium users in 85 additional markets. This move comes after the company first ran a video experiment in limited markets back in March.
A Brief History of Spotify’s Music Videos
Spotify initially rolled out music videos in beta in 11 countries, including:
- The United Kingdom
- Germany
- Italy
- Netherlands
- Poland
- Sweden
- Brazil
- Colombia
- Philippines
- Indonesia
- Kenya
Earlier this year, Egypt was added to the list of countries where users could access music videos.
New Markets and Expansion
The company did not specify whether the 85 new markets included the United States. As a major market for Spotify, it’s surprising that it was omitted in the first set of regions where music videos were available.
Despite the expansion, the music video feature remains limited to paid users only. However, this move is expected to bring more value to premium subscribers and enhance their overall experience on the platform.
How Music Videos Work on Spotify
The service’s music videos are available on both mobile and desktop devices. Users can easily switch between audio and video through a toggle, making it simple to access music videos within the app.
Initially, when switching from audio to video, the video would start playing from the beginning. However, Spotify has now made this process more seamless, allowing users to quickly access their favorite music videos.
New Features and Improvements
Spotify is also introducing new features to enhance the music video experience. These include:
- Video Indicators: Users can easily spot music videos in search results with the addition of video indicators next to track names.
- Full-Screen Video: Users can turn their phone to landscape mode to switch to full-screen video, providing an immersive viewing experience.
Impact on User Behavior
According to Spotify, listeners who discover a song and watch the music video on the app are 34% more likely, on average, to stream the song again the following week. This suggests that music videos can have a significant impact on user engagement and retention.
Competition from YouTube
Spotify’s expansion of music videos comes as the company looks to compete with other streaming services like YouTube, which has long been known for its native support of music videos.
By offering music videos to premium users, Spotify is trying to attract music video-loving fans who may be swayed by this feature. This move demonstrates the company’s commitment to providing a comprehensive and engaging experience for its users.
Conclusion
Spotify’s expansion of music videos to 85 additional markets marks an exciting development in the world of streaming services. As the company continues to innovate and improve its platform, it will be interesting to see how this feature impacts user behavior and engagement.
With its focus on providing a seamless and immersive experience for users, Spotify is well-positioned to compete with other music streaming services and attract new fans to its platform.
What’s Next?
As the music streaming landscape continues to evolve, it will be exciting to see how Spotify builds upon this feature and introduces new innovations to its platform. With its commitment to providing a comprehensive experience for users, Spotify is poised to remain a leading player in the industry.
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