Spotify rolls out music video service to 85 more markets

The development arrives seven months after the digital streaming platform started incorporating music videos into its mobile and desktop applications. Initially, it was only available in 11 markets, including Kenya, and featured a limited catalogue of hits from the likes of Nigerian Afrobeats star Asake as well as global artists such as Ed Sheeran, Doja Cat and Ice Spice.

According to Spotify, users who watch a music video after discovering a song are 34% more likely to stream it again the following week, and songs introduced through music videos are 24% more likely to be saved or shared.

As part of the expansion, Spotify is rolling out a limited selection of music videos. This includes catalogues from artists like Nigerian Afrobeats star Fireboy DML, English act Charli XCX, Thai rapper LISA, and Indian composer Anirudh Ravichander. Spotify is also introducing new features such as track indicators for easy video discovery, a streamlined search function for locating specific videos, and the ability to quickly switch between music and video with one tap.

Premium subscribers on Spotify can access music videos by opening the app and tapping the “Switch to video” button for eligible tracks.

Spotify says it plans to expand the catalogue and features in the coming weeks while enhancing the music experience with tools like Countdown Pages and Artist Profiles among others.

Various streaming services have long featured music videos for a considerable time, with YouTube and Apple Music as early adopters. While Amazon Music added music videos in December 2020, it ultimately removed the feature in March 2023.

Earlier this month, Spotify launched Offline Backup for Premium users, enabling offline music listening without downloads. This feature creates a personalised playlist from recently streamed and cached tracks, allowing users to filter by artist, mood, and genre.

Meanwhile, Spotify’s recent Loud & Clear report reveals that the platform has paid over $9bn to the music industry, nearly tripling payments in six years. In 2023, independent artists generated a record $4.5bn, making up half of Spotify’s revenue, with over 1 250 artists earning more than $1m each, often without chart-topping hits. Songwriters also benefited, receiving nearly $4bn in the past two years.

In Nigeria, artists earned around $17m in streaming royalties in 2023, marking a 2 500% increase since 2017. South African artists earned about $14m, representing a 240% increase since 2019.