The streaming landscape continues to evolve, with music and audio platforms increasingly focused on video content. Spotify has been aggressively expanding its video offerings, and now Apple is responding in kind. The competition isn’t just about audio anymore; it’s about becoming a comprehensive entertainment destination.
Just last month, , Spotify launched music videos in the US and Canada for its Premium subscribers, a move signaling its ambition to rival platforms like YouTube and TikTok. This expansion wasn’t a sudden decision; it followed licensing agreements with major labels and the National Music Publishers’ Association this fall, securing the necessary audiovisual rights. As Spotify’s chief business officer, Alex Norström, explained on the company’s recent earnings call, these deals were “critical strategic objective[s]” unlocking innovation and new features.
Spotify’s strategy extends beyond music videos. The platform already boasts nearly half a million video podcasts and shows, demonstrating a broader commitment to video content. This isn’t simply about adding features; Spotify aims to create a “best-in-class video experience,” according to a recent job listing, positioning itself as a major player in the video streaming space.
Apple, recognizing this shift, is also doubling down on video. While details are still emerging, Apple Podcasts is launching new video features to keep pace with Spotify and YouTube. This move comes as more than 390 million users have already streamed video podcasts on Spotify, highlighting the growing demand for visual content within the audio streaming world. The competition is heating up, and both companies are clearly investing heavily in video to attract and retain subscribers.
The implications of this trend are significant. For consumers, it means more options and a more integrated entertainment experience. The ability to seamlessly switch between audio and video versions of songs, as Spotify now offers, provides greater flexibility and caters to different preferences. The move towards video also allows artists to connect with their fans in new and engaging ways, offering a more immersive experience than audio alone.
However, this expansion into video also raises questions about the future of music streaming. Mulligan notes that “music streaming is entering an optimization phase,” suggesting that growth in pure audio subscriptions may be slowing. Video content could be a key differentiator for platforms looking to attract new subscribers and increase engagement. The success of this strategy will depend on the quality of the video content, the user experience, and the ability to secure licensing agreements with rights holders.
The recent release of new music and albums is also playing into this video push. New releases like Brent Faiyaz’s Icon, Charli xcx’s Wuthering Heights soundtrack, and flowerovlove’s “Casual Lady” are prime candidates for video promotion. The availability of music videos alongside these releases will likely drive engagement and attract new listeners. The inclusion of soundtracks from films like GOAT further expands the video content offerings, appealing to a wider audience.
Beyond music, the expansion of video podcasts is also noteworthy. With close to half a million video podcasts and shows available on Spotify, the platform is becoming a destination for talk shows, interviews, and other long-form video content. This diversification of content is a strategic move to attract a broader audience and compete with platforms like YouTube, which have long dominated the video podcasting space.
The industry is watching closely to see how these developments unfold. The competition between Spotify and Apple is likely to intensify, driving innovation and ultimately benefiting consumers. The key will be to create a compelling video experience that complements the existing audio offerings and provides value to subscribers. The future of music streaming is no longer just about audio; it’s about creating a holistic entertainment experience that encompasses both sound and vision.
As of , the impact of Spotify’s video launch is still being assessed, but early indicators suggest strong user engagement. Apple’s response with its own video features for Apple Podcasts will be crucial in determining the long-term success of this strategy. The battle for dominance in the streaming video space is officially on.
