You may soon be able to watch full-length music videos on Spotify

Spotify technology is considering adding full-length music videos to its app, which could help the streaming service compete better Alphabetyoutube of and bytedanceTiktok of.

The service has already begun talking to partners about the product, according to people familiar with the plan, who asked not to be identified because they were not authorized to speak publicly about it.

Spotify declined to comment.

The feature will contribute to Spotify’s growing efforts to establish video — which has become more lucrative than audio in the streaming media age — as a core part of its app. Spotify already allows musicians to upload “canvases” of less than 10 seconds, or looping GIFs that populate the screen while music is playing. Earlier this year, it introduced a feature called “clips”, which are videos shorter than 30 seconds designed to give artists a storytelling tool to communicate about their music, as they can use. TIC Toc,

The company also launched a new, TikTok-esque music home screen in March that allows users to preview and swipe through unfolded videos before listening to full tracks. Earlier this week, Spotify announced that the platform had surpassed 100,000 podcasts with videos.

Spotify is responding to growing competition for the Gen Z audience youtube and Tiktok. YouTube operates a streaming music service and engages fans with full-length music videos as well as more concise shorts. Podcasts have also been added to this Youtube Music, ByteDance is reportedly looking to expand its music streaming service Resso, which already operates in countries where Spotify is offered, and TikTok has become an important discovery platform for music artists.

Spotify previously increased its focus on video by creating its own original series and working with media companies including Paramount Global and Vice Media to place TV content, such as clips from the Comedy Central show Broad City, in the app. Those deals eventually fell through.

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