Sweden-based audio-streaming giant Spotify is preparing to step decisively into the world of full-scale video streaming, a move that industry watchers say could reshape the competitive landscape. Although the platform has long been recognised for music streaming and the growing popularity of its audio-focused podcasts, Spotify is now introducing a long-anticipated feature: music video streaming.
According to the company, premium subscribers in the United States and Canada will be the first to experience the upgrade over the coming weeks. A company spokesperson confirmed the development last Wednesday, describing it as one of Spotify’s most significant product expansions in recent years.
Spotify has stressed that video is not entirely new to its ecosystem. The platform already hosts an extensive catalogue of video podcasts, and more than 390 million users have viewed video content at least once. Until now, however, video capabilities were limited exclusively to podcasts. The addition of official music videos represents a notable evolution, bringing Spotify closer to competing directly with established players in the music-video market.
The spokesperson added that Spotify has spent years planning a broader rollout of video features for premium users across multiple regions. Following the launch in North America, the company expects to expand the service gradually, which suggests that countries such as Bangladesh may eventually gain access to music-video streaming for premium subscribers.
Once introduced, users will be able to switch effortlessly between audio and video modes with a single tap—allowing them to move from pure listening to a full visual experience without interruption. Analysts believe this could mark the first serious challenge YouTube has faced in its near-two-decade dominance of music-video streaming. With video integration, Spotify is positioning itself not merely as an audio platform but as a complete entertainment destination.
Key Information About Spotify’s New Feature
| Category | Details |
|---|---|
| New Feature | Music-video streaming |
| Initial Launch Regions | United States and Canada |
| Eligible Users | Premium subscribers only |
| Existing Video Users | Over 390 million |
| Previous Video Offering | Video podcasts only |
| Future Plans | Gradual expansion to other countries |
| Potential Rivalry | Direct competition with YouTube |