Spotify Technology is exploring the idea of incorporating full-length music videos into its app to enhance its competitive stance against YouTube and TikTok. In an effort to gather input and ideas, the streaming service has begun engaging in discussions with potential partners. These insiders, who remain anonymous due to lack of authorization, have shed light on the company’s plans.
Though Spotify has refrained from commenting on the matter, the implementation of full-length music videos would align with its strategy of making video content a crucial component of its app. Video has proven to be more lucrative than audio in the realm of streaming media. As a first step, Spotify already allows musicians to upload captivating “canvases” in the form of short looping GIFs to accompany their music. Additionally, the platform introduced “clips” earlier this year, which are brief videos serving as a storytelling tool for artists, akin to the functionality offered by TikTok.
Notably, Spotify debuted a music home screen in March, reminiscent of TikTok, where users can preview and swipe through recommended videos before deciding on a full track to listen to. The company recently announced that it now hosts over 100,000 podcasts with video.
Spotify’s move to include full-length music videos is in response to the swelling competition from YouTube and TikTok, especially when it comes to attracting the Gen Z audience. YouTube, in addition to its streaming music service, entices fans with complete music video experiences, including the popular “Shorts” feature. Furthermore, YouTube has expanded its offerings by incorporating podcasts into YouTube Music. Meanwhile, ByteDance, the parent company of TikTok, is allegedly looking to expand Resso, its music streaming service, which is already available in countries where Spotify operates. TikTok has emerged as a vital platform for musical artists to gain recognition.
Previously, Spotify had dabbled in video content by creating original series and collaborating with media companies like Paramount Global and Vice Media, which led to the inclusion of TV content, such as clips from Comedy Central’s “Broad City,” within the app. However, these previous agreements eventually expired.
Overall, Spotify’s pursuit of incorporating full-length music videos into its app reflects its ambition to stay competitive amid the rising popularity of YouTube and TikTok. By expanding its video offerings, Spotify aims to maintain its appeal to the Gen Z audience and solidify its position in the streaming market.
(Note: This story has been published by Bloomberg LP. The content appearing above is not edited by NDTV staff and is generated automatically from a syndicated feed.)
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