Spotify is bringing full, actual music videos to its premium subscribers as the audio streaming platform heads to compete with YouTube.
Currently available as beta under the Spotify Premium package, users will be able to easily "Switch to Video" when listening to select artists.
This means users will see the actual music video play alongside the song rather than the previous repeating music video clip or the standard album cover display.
Users can switch back to the album/single cover display by toggling the "Switch to Audio" option.
The new beta feature can be used on iOS, Android, desktop, and smart TV devices.
As of writing, the feature is only available in 11 countries but is intended to launch in more countries soon as Spotify expands its music video catalog.
Spotify Prepares to Compete with YouTube
The latest Spotify announcement comes in as the music platform branches out to compete with bigger social media platforms, including YouTube.
Last year, the platform rolled out Canvas videos where artists can send short messages to their fans or promote merchandise.
The format of these videos is similar to YouTube Shorts and TikTik videos.
YouTube is currently the biggest platform hosting music videos from multiple music labels and artists, earning the site millions of dollars each year.
With Spotify reporting revenue struggles on its main music operations, the delve into music videos to revitalize its embattled business is expected to bring more subscribers to its service.
Spotify Leans More Into AI
Along with the release of new features, Spotify has started to leverage AI technology across its operations more and more.
Many of the recent user assistants rolled out on the platform notably used AI tools to give music recommendations as well as short responses.
Spotify has even launched its AI-powered DJ to simulate how actual radio station listening sounds like, complete with brief commentaries and smooth song transitions.
