Spotify is set to revolutionize the way we experience music by introducing music videos to its platform in the United States. This move comes after a successful beta launch overseas last year, where users could seamlessly switch between audio and video with a simple tap. The question remains: Will all subscribers have access to this feature, or will it be exclusive to Premium users? The answer may lie in the recent partnership with the National Music Publishers' Association (NMPA), which provides an opt-in portal for NMPA members to expand their audiovisual rights in the States. Spotify's previous licensing agreements with Universal, Warner, and Sony hint at a broader strategy to integrate music videos into the platform.
This isn't Spotify's first venture into the video market. Since 2015, the streamer has been collaborating with Comedy Central and ESPN to bring short-form content and podcasts to the service. The popularity of podcast video has been on the rise, with Spotify launching 'vodcasts' in July 2020 and introducing uninterrupted video podcasts last November. As the number of creators publishing videos monthly on Spotify increased by 50% year over year, the platform's video offerings have become more robust. However, the latest move to integrate music videos is a significant competitive expansion, mirroring the audio-video toggle feature currently available on YouTube Music.
Spotify's recent financial success in Q3 2025 further solidifies its position in the market. With double-digit growth across free and paid-subscription tiers, the company added five million paid Premium subscribers, bringing the total to 281 million, and overall monthly active users increased by 11% to 713 million, resulting in a net gain of 17 million. As Spotify continues to innovate and expand its offerings, the introduction of music videos in the United States is a significant step forward, promising an enhanced user experience and a competitive edge in the streaming market.
