Spotify Considers Full-Length Videos in App, Rivals YouTube, TikTok

Audio streaming platform Spotify might soon add full-length music videos to its app, rivaling the likes of video platforms such as YouTube and TikTok. 

According to Bloomberg, which cites people familiar with the plan, the streaming giant is currently in talks with partners about the potential feature.  

If plans push through, adding music videos will mark one of the company’s many efforts to integrate visuals into its user experience. 

In 2019, Spotify introduced “Spotify Canvas,” which allows artists to upload videos under 10 seconds long that play when someone streams their music. 

Earlier this year, the streaming platform also introduced a new home screen similar to TikTok’s endless vertical experience, which lets users preview and swipe through tracks.

“We’ve found that the next generation of listeners craves better ways to sample audio before fully diving in,” the company explained. 

Its recent efforts to boost its streaming features also come as the company pursues a major shift in its podcast strategy.  

Last month, the company laid off 2%, or roughly 200 employees from its podcast department, on top of the 600 layoffs it had already conducted last January.  

“As you are well aware, over the last few months we’ve made a considerable effort to rein in costs, but it simply hasn’t been enough,” Spotify CEO Daniel Ek explained.