Spotify (NYSE:SPOT) announced Tuesday that premium subscribers in the U.S. and Canada will soon gain access to music videos, marking a major step in the company’s effort to compete more directly with YouTube in the video–music space.
The expansion builds on Spotify’s initial beta launch last year across nearly 100 markets. By adding video content—viewed as more immersive and engaging than audio alone—the platform aims to attract additional users, strengthen retention, and increase appeal to advertisers. The move also positions Spotify more forcefully against offerings from Apple (NASDAQ:AAPL) and Amazon (NASDAQ:AMZN).
The debut catalog will feature videos from artists such as Ariana Grande, Olivia Dean, BABYMONSTER, and Addison Rae. Spotify highlighted early engagement trends, noting: “We’ve seen that when fans discover a track with a music video on Spotify, they’re 34% more likely to stream it again and 24% more likely to save or share it in the following week.”
The feature is expected to roll out to all premium members in both countries by the end of the month.
The update follows the company’s release of Wrapped, its annual listening recap, which drew more than 200 million engaged users within 24 hours—an increase of 19% from last year. CFO Christian Luiga recently emphasized the strategic significance of user involvement, saying, “Engagement is a very important part for sort of our measurement…sometimes, it could be an even more important than the number of users.”
According to the Financial Times, Spotify is also preparing to raise subscription prices in the U.S. in early 2026, after lifting premium individual plan prices in over 150 markets during the September quarter to help fuel earnings growth.
Founder and CEO Daniel Ek is set to shift into the role of executive chairman in January.