Spotify to Launch Music Videos on Platform in United States

Music videos are set to debut on Spotify for U.S. listeners within the coming weeks, the company confirmed, after a trial phase in select international markets. Users will reportedly be able to seamlessly switch from streaming a track to viewing its official video with a simple tap. While the initial overseas test was restricted to Premium subscribers, it remains unclear whether the U.S. version will follow the same approach or also be accessible to users on the free, ad-supported tier.

This announcement arrives just a day after Spotify concluded a significant licensing arrangement with the National Music Publishers’ Association (NMPA). The NMPA, which represents U.S. music publishers and songwriters, has established a dedicated portal to allow its members to license their compositions for the video feature. This deal builds on existing agreements with the "big three" record labels—Universal Music Group, Warner Music Group, and Sony Music Entertainment. These three labels collectively dominate a large share of the global recorded music industry, making their cooperation essential for Spotify’s expansion into visual content. According to industry analyst Maria Flores, "Without these publisher and label deals, Spotify would be unable to legally offer a competitive music video library, which is a cornerstone of modern streaming."

Spotify’s initial music video tests began in March 2024 across 11 countries, such as the U.K., Germany, and Italy, offering a limited selection that included artists like Ed Sheeran and Doja Cat. By October, the beta had reached 85 more territories, incorporating videos from performers including Charli XCX and Lisa. This phased rollout aligns with the company’s broader goal of enriching its platform with visual media, moving beyond pure audio streaming to become a more complete entertainment destination.

This push into video content is not a new direction for Spotify. Nearly ten years ago, in 2015, the platform first experimented with video through collaborations with Comedy Central and ESPN. More recent efforts have centered on video podcasts, or "vodcasts," which launched in July 2020 and have since experienced a 50% annual increase in creator involvement. Last November, the company also introduced uninterrupted streaming for video podcasts. With the addition of music videos, Spotify now directly competes with YouTube Music, a platform long recognized for its extensive video catalog. This escalation signals a more intense battle for user attention across the streaming landscape.

The expansion comes amid a period of robust financial results for Spotify. Earlier this month, the streaming giant released its Q3 2025 earnings, revealing double-digit growth metrics. The service added five million net new Premium subscribers, bringing its total paying user base to 281 million—a 12% year-over-year increase. Overall monthly active users rose to 713 million, a net increase of 17 million. These figures underscore the platform’s continued momentum as it diversifies its offerings and strengthens its position in the highly competitive digital content market.