Spotify announced today that it is expanding its testing of music videos to 85 additional markets for premium users.
This follows an initial trial launched in March, which included a limited rollout in 11 countries, such as the U.K., Germany, Italy, the Netherlands, Poland, Sweden, Brazil, Colombia, the Philippines, Indonesia, and Kenya. Egypt was added earlier this year.
The company did not confirm whether the U.S. is among the new markets, despite its significance as a major market for the streaming giant. The music video feature will continue to be available exclusively to paid users.
Users can access music videos on both mobile and desktop platforms, with an easy toggle to switch between audio and video. Previously, videos would start from the beginning each time users switched; however, Spotify has now improved the transition to make it more seamless.
In addition, Spotify is introducing video indicators next to track names, allowing users to easily identify music videos in search results. For an enhanced viewing experience, users can rotate their phones to landscape mode for full-screen playback. According to the company, users who discover a song and watch its music video on the app are, on average, 34% more likely to stream that song again the following week.
With this initiative, Spotify aims to capture some of the music video-loving audience that has traditionally favored YouTube, which is well-known for its robust support for music videos.
