Spotify Eyes Expansion into Full-Length Music Videos to Challenge TikTok and YouTube


According to an exclusive report by Bloomberg News, Spotify Technology is contemplating a major addition to its popular music streaming app. The company is considering the inclusion of full-length music videos, a move aimed at directly competing with social media giants TikTok and YouTube.

While Spotify has yet to officially comment on the matter, sources close to the company have revealed that discussions with potential partners for this new video-focused feature have already begun. Currently, Spotify allows artists to upload looping GIFs alongside their music tracks, but the addition of full-length music videos would represent a significant expansion of the platform’s capabilities.

By incorporating music videos, Spotify aims to attract and engage the Gen Z demographic, enticing them away from TikTok and YouTube’s short-form video platforms. As it stands, YouTube already offers a dedicated music streaming service called YouTube Music, which includes a vast library of music videos. In order to stay competitive and provide users with a more immersive experience, Spotify is seeking to diversify its content and further engage its audience within the app.

Relevant Read: Spotify Announces Second Round of Layoffs

This news follows closely on the heels of Spotify’s recent announcement of a restructuring plan, which includes the reduction of 200 jobs within its podcast unit. The company is making strategic adjustments and streamlining operations after years of significant investments in podcasting.

By expanding into video content, Spotify demonstrates its commitment to remaining at the forefront of the ever-evolving streaming landscape. As the competition intensifies and user preferences shift, Spotify aims to solidify its position as a leading platform for music and audio entertainment. With this move, Spotify hopes to appeal to a wider audience and offer a comprehensive entertainment experience that rivals its competitors, TikTok and YouTube.

While the specific details and timeline for the introduction of full-length music videos on Spotify’s app are yet to be revealed, industry observers eagerly anticipate the company’s next move in this fast-paced and fiercely competitive market.

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