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Spotify rolls out video streaming to challenge YouTube 

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Music streaming platform, Spotify is rolling out video streaming starting from Wednesday in a move that brings it into direct competition with the dominant player in the video space, YouTube.  

The video feature, which is still in beta version is rolling out first to Premium users in select countries including in the U.K., Germany, Italy, the Netherlands, Poland, Sweden, Brazil, Colombia, Philippines, Indonesia, and Kenya.  

Spotify said the feature is being rolled out with a limited catalogue of music videos, including hits from global artists like “Ed Sheeran, Doja Cat, and Ice Spice, or local favourites like Aluna and Asake.” 

While it aims to reach 1 billion users by 2030, Spotify’s new plan faces competition from Apple Music and Google’s YouTube, which allows users to watch music videos for free. 

Explaining the rationale behind the audio streaming platform’s introduction of video, Spotify’s Vice President and Head of Music Products, Charlie Hellman, said:  

He added that through Spotify features like Canvas, Clips, Artist Bios, Live Events, and Merch, artists can connect with new fans and loyal listeners in meaningful ways.

Canvas visuals in particular have been shown to drive engagement, with users sharing, saving, or adding songs to playlists at a higher rate. 

In the beta launch, Spotify said it would continue to innovate and iterate based on feedback from both users and artists. It also promised to expand the catalogue of music videos and bring the feature to more users and countries.  

Here’s how to watch videos on Spotify: 

In March last year, Spotify introduced, opens new tab “clips”, under-30-second vertical videos that are uploaded directly to Spotify for artists. 

The company has also expanded its offerings to include podcasts and audiobooks in a bid to attract more users. 

In February, it forecast premium subscribers would reach 239 million in the current quarter, above estimates of 238.3 million. 

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