Spotify introduces on-platform music videos in the US and Canada
Spotify has unveiled plans to launch music videos in the US and Canada, letting users switch seamlessly between audio and video tracks.
Spotify is expanding its platform in the United States and Canada by launching music videos, following a beta trial in international markets last year. Users will soon be able to toggle between listening to audio and watching the music video of a track with a simple tap. At this stage, it is not confirmed whether the feature will be available to all subscribers or only Premium users, as seen in previous beta tests overseas.
The timing of this expansion coincides with Spotify signing a direct audiovisual licensing deal with the National Music Publishers’ Association (NMPA). This deal allows NMPA members to opt into licensing agreements for expanded audiovisual rights in the US.
Spotify’s journey into music videos is not entirely new. The company has tested visual content before, beginning in 2015 with short-form partnerships with Comedy Central and ESPN. Over the years, the platform expanded its video offerings through Canvas clips and video podcasts, including “vodcasts” launched in 2020. According to Variety, this new music video feature represents “a competitive expansion into the streaming market,” with Spotify adopting a similar audio-video toggle to YouTube Music.
We first saw Spotify begin testing music videos in March 2024 across 12 markets, including the UK, Germany, and Italy. At launch, the catalogue was limited, with visuals available for artists such as Ed Sheeran, Doja Cat, and Ice Spice. By October 2024, the feature had expanded to 85 additional markets, bringing in tracks from Charli XCX, Fontaines D.C., Lisa, and more. Earlier this year, Spotify noted that tracks with Canvas videos already show higher engagement, with increased shares, saves, and playlist adds, so expanding into full music videos makes sense as the natural next step.
Key features of Spotify’s music videos include flexible viewing modes, allowing users to watch in portrait or landscape by rotating their device. Audio automatically syncs with the video when switching modes, and the platform offers recommendations for related videos. Spotify has previously shared that listeners who watch music videos are 34% more likely to revisit the track within a week, and 24% more likely to save or share it.
For those keen to explore Spotify’s video offerings, this expansion provides exciting new ways to engage with music visually. To take full advantage of features like this, consider distributing your music through RouteNote and reaching listeners across Spotify’s rapidly evolving platform.