Spotify has extended its music‑video feature to all Premium subscribers in the United States and Canada, a move that follows a year‑long beta program that began in March 2024 in 11 markets and expanded to 85 additional countries in October 2024. The new rollout allows users to switch from audio to video with a single tap, and the video will resume from the current position in the track, creating a seamless listening experience. The service will be available to all Premium users in both countries by the end of December 2025, while free users will not receive the feature outside the beta markets.
The launch comes after Spotify secured audiovisual rights from the industry’s major labels—Universal Music Group, Sony Music, Warner Music Group—as well as independent publishers BMG and Kobalt. These agreements give Spotify access to a catalog that includes artists such as Ariana Grande, Olivia Dean, BABYMONSTER, Addison Rae, Tyler Childers, Natanael Cano, and Carín León. The company plans to add video‑specific playlists, including “90s Video Hits” and “Latin Party Hits,” and to expand the catalog as more labels sign agreements.
Spotify’s Q3 2025 financial results provide context for the launch. The company reported 713 million monthly active users and 281 million subscribers, with revenue of €4.3 billion—up 12 % year‑over‑year—and a gross margin of 31.6 %. Operating income reached €582 million, reflecting strong profitability despite ongoing investments in new content formats. CEO Daniel Ek said the business is healthy and that Spotify is “shipping faster than ever,” underscoring confidence in the company’s growth trajectory.
The music‑video expansion is part of Spotify’s broader strategy to diversify beyond audio and to compete with YouTube’s dominance in video streaming. By offering an ad‑free video experience to its largest subscriber base, Spotify aims to increase user engagement—research shows that 70 % of users want more video content—and to create new revenue opportunities for publishers and songwriters. The move also aligns with the company’s existing visual features, such as Canvas and Clips, and its push into video podcasts.
The launch is expected to strengthen Spotify’s competitive position by providing a richer, integrated entertainment experience. While the feature is currently limited to Premium subscribers, the beta program’s success with free users suggests that Spotify may consider expanding video access in the future, potentially opening new monetization pathways and reinforcing its position as a comprehensive audio‑visual platform.
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