Spotify Reportedly Looking to Include Music Videos in App

According to sources from Bloomberg, Spotify is considering the possibility of incorporating full-length music videos into its app, allowing users to not only listen but also watch music. The company is said to be in discussions with potential partners, although it remains uncertain who would back this feature or when it would be implemented. Spotify has chosen not to provide any comments on the matter at this time.

Spotify’s videos are currently limited to podcasts, 30-second storytelling clips (which help artists talk about their work), and 10-second GIFs that rotate while you’re listening to a specific song. In March, the media giant launched a TikTok-like home feed, but it is intended more for discovering music and podcasts than for watching videos. The company tried using TV content several years ago, such as clips from Comedy Central and ESPN, but it didn’t gain much traction.

The concept is not new to music streaming services. Apple Music has had music videos for years. However, the addition of Spotify would help it match Apple and could attract an audience that would otherwise watch videos on YouTube. It would also add content to the new feed and help Spotify attract musically inclined viewers from social networks like Instagram and TikTok.

Music videos in themselves do not generate much direct income. YouTube gives creators a 55 percent share of ad revenue, which averages $18 per 1,000 views. Artists, labels and others involved then have to share this small amount. However, the clips supplement the audio input and may improve the visibility of the musicians.

There is also pressure to find new sources of income. Spotify laid off a significant number of its staff earlier this year, including 200 from its podcast team, as it grappled with both a difficult global economy and business mistakes. Music videos could improve the company’s finances without a large production team, as in the case of podcasts.