Spotify has launched direct music video uploads in Spotify for Artists. Discover how the new beta works, what artists can upload, and why it marks another big step in Spotify’s video ambitions.

Spotify is continuing its push into video, giving artists another way to reach fans without leaving the platform.

The streaming giant has announced that artists in its latest beta can now upload full-length videos directly through Spotify for Artists. From official music videos to live performances and studio sessions, creators will be able to publish video content themselves while earning royalties from eligible views.

Music videos have already been available on Spotify through labels and distributors for the past year, but this is the first time artists have been able to upload them directly via Spotify for Artists. It marks another sign that Spotify wants video to become a much bigger part of the music experience, and another indication that it’s competing more directly with platforms like YouTube.

How Spotify’s direct video uploads work

Artists included in Spotify’s beta can upload full-length videos through the Video & Visuals section of Spotify for Artists on desktop.

At launch, Spotify is focusing on videos connected to an existing release. Eligible uploads include:

  • Official music videos
  • Live performances
  • Acoustic performances
  • Studio sessions
  • Cover performances

There are currently a few limitations. Visualizers, lyric videos, multi-song concert recordings and videos without music aren’t supported, while Spotify recommends uploading videos in a 16:9 landscape format for the best viewing experience.

Artists who already deliver music videos through their label or distributor don’t need to change anything. Spotify says distributor delivery will remain the primary route for audio and video releases, with direct uploads simply providing another option for eligible artists.

Once a video has been uploaded, Spotify automatically creates short-form previews that can be used across the platform, meaning artists don’t have to create separate promotional clips. A move that also spells the end for Spotify Clips, with the Clips tab slowly transitioning to the Video tab.

The feature is currently rolling out gradually, with artists able to join a waitlist if they don’t yet have access.

Videos are becoming a discovery tool on Spotify

Spotify isn’t introducing direct uploads simply because artists have asked for them. According to what the company has seen over the past year, it’s seeing strong evidence that video keeps listeners engaged for longer.

Spotify says that after someone watches a full-length video:

  • They stream that song 64% more over the following three weeks on average.
  • They’re 1.4 times more likely to save the song, share it, or add it to a playlist.
  • They stream the artist’s wider catalogue 57% more during the same period.

The effect is even stronger among an artist’s most dedicated fans. Spotify reports that its “super listeners” stream an artist’s music 62% more following a video view, equating to more than an hour and forty minutes of additional listening over the following weeks.

Those figures help explain why Spotify has spent the last year expanding video across the platform. Rather than treating music videos as a separate experience, Spotify is integrating them directly into music discovery.

Where fans will discover videos

Spotify is also giving uploaded videos plenty of opportunities to surface across the app.

Alongside appearing in an artist’s profile, videos may be featured in:

  • Videos For You, Spotify’s personalised video feed
  • Editorial playlists such as Today’s Top Videos, Live Performances and Video Covers
  • Release pages
  • The Now Playing screen
  • Home recommendations
  • Push notifications sent to followers

For artists, this means a music video can become another discovery surface rather than simply something fans have to search for.

Image credits: Spotify

Why this matters for independent artists

This update is about much more than uploading another file. Music videos have long been a promotional tool serving as an accompaniment to the music. Now, Spotify is making videos part of its streaming experience too.

A live performance, acoustic version or studio session can now sit directly beside the song it’s promoting, creating another opportunity for listeners to discover your music without leaving Spotify.

Because eligible video streams are royalty-bearing, they also create another potential revenue stream while encouraging more engagement with your catalogue.

Of course, producing quality video content still requires time, planning and budget, so this won’t become an essential strategy for every release overnight. But for artists already creating live sessions, performance videos or official music videos, Spotify is giving those assets another home with meaningful discovery potential.

Spotify’s video ambitions are becoming impossible to ignore

The announcement also reflects a much broader shift. Over the past few years Spotify has steadily expanded beyond audio with podcasts, audiobooks, video podcasts, Clips and, more recently, full-length music videos. Even live concert streams could soon be on the cards. Direct video uploads feel like another step towards making Spotify an entertainment platform rather than simply a music streaming service.

Could live concert streams be coming to Spotify?

As Music Ally notes, the move places Spotify in even more direct competition with YouTube, which has long been the go-to destination for music videos, live performances and artist content. Rather than asking fans to leave Spotify to watch a performance elsewhere, the platform increasingly wants listeners to stay within its own ecosystem.

That doesn’t mean YouTube is going anywhere. It’s still the world’s biggest music video platform and remains invaluable for audience growth, search visibility and monetisation. Instead, artists may increasingly find themselves treating Spotify as another destination for premium video content, alongside YouTube rather than instead of it.

Continue getting your music everywhere

While Spotify is introducing direct video uploads for eligible artists, labels and distributors remain the primary way of delivering music and music videos to the platform.

Whether you’re releasing your first single or building a complete catalogue, RouteNote is here to help get your music onto Spotify and other major streaming platforms worldwide.

And as Spotify continues investing in video, artists who already think beyond just the audio may find themselves well positioned to benefit from the platform’s next phase of music discovery.

Distribute your music to Spotify and other major platforms worldwide for free with RouteNote!