Spotify testing full-length music videos to compete with YouTube and TikTok: Report

Spotify Technology SA is testing the inclusion of entire music videos within its application, potentially boosting its ability to rival Alphabet Inc’s YouTube and ByteDance Ltd. TIC Toc streaming service market.

According to Bloomberg, Spotify has reportedly begun discussions with partners regarding a potential product with the intention of adding full-length music videos to its platform.

The Bloomberg report suggests that the likely inclusion of full-length music videos on its platform is in line with Spotify’s expanded efforts to include video as a key component of its application.

In the era of streaming media, video content has proven to be more financially beneficial than audio. Spotify already allows musicians to upload brief looping GIFs, known as “canvases,” that are displayed on the screen while music is playing. Earlier this year, the platform introduced a feature called “Clips”, which are short videos of less than 30 seconds in length, aimed at artists telling a story to engage with their audience and communicate about their music. tool, similar to what TikTok uses.

in March, Spotify A new music home screen reminiscent of TikTok was introduced, enabling users to preview and swipe through selected videos before deciding to listen to the entire track. Additionally, the company recently shared that its platform now hosts over 100,000 podcasts that include video, further demonstrating Spotify’s commitment to expanding its video offerings.

in response to increased competition youtube and tiktokSpotify is making efforts to strengthen its position, especially in pursuit of the Gen Z audience. YouTube, which not only offers a streaming music service but also features full-length music videos and short shorts, has expanded its reach by including podcasts in YouTube Music.

On the other hand, ByteDance is reportedly looking for ways to expand its music streaming service, Resso, in regions where Spotify is already present. TikTok has also emerged as an important platform for music discovery, which has benefited various music artists.

To venture into the field of video content, Spotify Has previously ventured into original series production and collaborations with media companies such as Paramount Global and Vice Media. This led to the addition of TV content to the Spotify app, including clips from the Comedy Central show “Broad City”. However, some of these partnerships eventually fizzled out. Despite this, Spotify is dedicated to finding new ways to attract a wider audience and stay competitive in the rapidly evolving streaming service market.

(with inputs from Bloomberg)

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UPDATE: July 01, 2023, 01:05 PM IST