Spotify Brings Full Music Videos To Premium Users In Canada And The US
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Key Facts
- Music videos will roll out to Spotify Premium users in Canada and the United States by the end of December
- Initial catalog features artists including Ariana Grande, Olivia Dean, BABYMONSTER and Addison Rae
- Move follows a test in nearly 100 markets and comes as Spotify leans harder into video and engagement
Spotify is pushing deeper into video by opening a dedicated music video experience to its premium base in Canada and the United States. Paying listeners will be able to switch from audio to the official video on selected tracks, putting Spotify in more direct competition with YouTube for time spent and ad interest around marquee releases.
The company says early tests showed that tracks with an attached video are more likely to be replayed, saved and shared, which fits with its wider strategy of driving heavier engagement rather than only chasing raw user numbers. The feature arrives on the heels of another strong year for Wrapped, the platform’s annual listening recap, which drew hundreds of millions of participants within a day of launch.
Video expansion also lands as Spotify edges prices higher and focuses on profitability. The firm has already raised subscription rates in many markets and is expected to lift US pricing again in the new year, betting that richer features such as music videos will make the premium tier feel more valuable as it faces Apple, Amazon and YouTube in an increasingly crowded streaming fight.
