Spotify wants to add full-length music videos to its app
Spotify may soon let you watch music, not just listen to it. Bloomberg sources say the streaming service is considering adding full-length music videos to its app. The company is reportedly talking to potential partners, but it's unclear who will support the feature or when it might arrive. Spotify has previously declined to comment.
Video on Spotify is currently limited to podcasts, 30-second narration clips (to help artists talk about their work), and 10-second GIFs that loop while you listen to a given song. The media giant launched a TikTok-like home feed in March, but it's more for discovering music and podcasts than watching videos. The company tried using TV content several years ago, like clips from Comedy Central and ESPN, but didn't have much success.
The concept is not new to music streaming services. Apple Music has been offering music videos for years. Adding Spotify, however, 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 stream and help Spotify attract music-inclined viewers from social networks like Instagram and TikTok.
Music videos don't generate a lot of direct revenue on their own. YouTube offers creators a 55% share of ad revenue, which averages $18 per 1,000 views. The artists, labels and other people involved must then share this small amount. However, clips supplement audio revenue and potentially improve exposure for musicians.
There is also pressure to find new sources of income. Spotify laid off a significant portion of its staff earlier this year, including 200 in its podcast team, as it grapples with both a tough global economy and business missteps. Music videos could improve company finances without requiring a large production team, as is the case with podcasts.
Spotify may soon let you watch music, not just listen to it. Bloomberg sources say the streaming service is considering adding full-length music videos to its app. The company is reportedly talking to potential partners, but it's unclear who will support the feature or when it might arrive. Spotify has previously declined to comment.
Video on Spotify is currently limited to podcasts, 30-second narration clips (to help artists talk about their work), and 10-second GIFs that loop while you listen to a given song. The media giant launched a TikTok-like home feed in March, but it's more for discovering music and podcasts than watching videos. The company tried using TV content several years ago, like clips from Comedy Central and ESPN, but didn't have much success.
The concept is not new to music streaming services. Apple Music has been offering music videos for years. Adding Spotify, however, 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 stream and help Spotify attract music-inclined viewers from social networks like Instagram and TikTok.
Music videos don't generate a lot of direct revenue on their own. YouTube offers creators a 55% share of ad revenue, which averages $18 per 1,000 views. The artists, labels and other people involved must then share this small amount. However, clips supplement audio revenue and potentially improve exposure for musicians.
There is also pressure to find new sources of income. Spotify laid off a significant portion of its staff earlier this year, including 200 in its podcast team, as it grapples with both a tough global economy and business missteps. Music videos could improve company finances without requiring a large production team, as is the case with podcasts.
What's Your Reaction?
