Spotify is expanding its music video feature to 85 more markets

Spotify is testing music videos for premium users in 85 other markets on its platform, taking its cues directly from YouTube.

Following an earlier test that began in March 2024 in 12 countries including the UK, Germany and Italy, the music streaming giant is now rolling out the service in 85 new markets – although without mentioning where it is now available.

Currently, the world’s most popular audio streaming subscription service has more than 626 million users, including 246 million subscribers in more than 180 markets.

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Originally launched in beta, the Spotify music video feature allows users in select countries to enjoy a visual experience alongside their favorite tracks. Egypt was added earlier this year. Interestingly, the US was not included in the expansion. It wasn’t part of the first round and there’s no word on whether it will join the latest wave.

Spotify has also made sure that users can seamlessly switch between audio and video, similar to YouTube Music, all at the touch of a button. Additionally, new video ads next to track names allow users to spot songs with music videos directly in search results.

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This feature allows you to describe your music preferences using text prompts or voice commands.

With platforms like YouTube dominating the music video landscape for years, Spotify’s latest move aims to attract fans who love music videos. By integrating music videos into its platform, the company hopes to attract more users from the competition and retain its premium subscribers.

In Spotify’s internal study, the company found that listeners who discover a song while watching the music video are 34% more likely to restream that song the following week, which is why this feature is widely used.

Over time, this feature could further expand the company’s already significant lead in monthly active users. Spotify already held over 30% of the music streaming platform market share in the third quarter of 2024 and is forecast to grow even further StatistaAs the company moves into the video streaming market, it faces stiff competition from other music video streaming platforms such as YouTube.

So if you’ve been thinking about going Premium or not, or canceled your subscription, this music video feature might be a reason to reconsider.

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