For years, Spotify has been the undisputed king of background audio, but its latest move signals a bold shift toward becoming a front-and-center multimedia powerhouse. With the official rollout of full-length music videos for Premium users in the U.S. and Canada, the platform is finally bridging the gap between listening and watching, allowing fans to switch from audio to video with a single tap.
This expansion grants millions of Premium users access to a growing library of official content, ranging from polished studio releases to intimate live performances and covers. While the feature is currently in its beta phase with a curated selection of “thousands” of videos, Spotify has emphasized that this is only the beginning. The platform is working closely with major labels and distributors to rapidly scale the catalog, with plans to significantly increase availability over the coming months as they transition out of the beta period.
How to use the new Spotify Videos Mode
For Premium subscribers, accessing this new feature is seamless across iOS, Android, desktop, and TV applications. When playing a supported track, a new “Switch to Video” toggle appears directly above the song title on the “Now Playing” screen. Upon tapping it, the official music video begins playing instantly, perfectly synced to the exact second of the song you were already listening to. If you need to return to background listening, a quick tap of the “Switch to Audio” button hides the video and reverts the interface back to the standard album art or Canvas loop without missing a beat.
“For decades, music videos have done more than just accompany a song; they’ve shaped style, started conversations, and helped build fandom. This expansion gives millions more listeners access to a catalog of official music videos, and also introduces new video formats like live performances and covers,”- Spotify in a blog post
While the feature is currently in beta with a curated catalog—featuring stars like Ariana Grande and Tyler Childers—its implications for the future are massive. By integrating high-fidelity visuals directly into the streaming experience, Spotify isn’t just taking a shot at YouTube’s long-held dominance; it is fundamentally redefining the “stream.” In the coming years, this could transform how artists launch new projects, turning Spotify into a primary destination for visual storytelling and potentially shifting the entire economic landscape of music royalties and fan engagement.
In addition to today’s expansion to the U.S. and Canada, Spotify is bringing music videos to Antigua and Barbuda, the Bahamas, Barbados, Dominica, Ghana, Grenada, Guyana, Haiti, Jamaica, Uganda, and Venezuela.
Driving Engagement: By the Numbers and Possible Spotify Future with this feature
Early data from Spotify’s beta testing confirms that the addition of full-length music videos is a powerful engine for long-term listener retention. According to Spotify’s internal metrics, fans who discover a track through its music video are 34% more likely to stream it again and 24% more likely to save or share it within the following week. This impact is even more pronounced among “super listeners,” who show an average 85% increase in active streams for an artist in the month following a video engagement.
From a financial perspective, this shift leverages Spotify’s “stream share” model to consolidate revenue within a single ecosystem. By partnering with the National Music Publishers’ Association (NMPA) for expanded audiovisual rights, Spotify ensures that video plays lasting longer than 30 seconds count toward royalty payouts, just like audio streams. This strategy effectively keeps users on the platform rather than losing them to external video sites, ensuring that 70% of total revenue allocated to rights holders is driven by both high-engagement visuals and auditory streams.
At the same time, it follows a major strategic milestone: a new licensing agreement with the National Music Publishers’ Association (NMPA). Under this expanded partnership, Spotify launched a dedicated opt-in portal allowing NMPA members to enter direct license agreements for audiovisual (AV) rights. This framework is a significant win for the creative community, as it establishes a new revenue stream where video plays lasting longer than 30 seconds count toward royalty payouts
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