In a move shaking up the music streaming landscape, Spotify announced it's joining the music video game. The platform, known primarily for audio streaming, is launching a beta program offering music videos to users in select markets.
"The beta version of music videos on Spotify begins rolling out today," the company declared in a statement on Wednesday. This initiative marks Spotify's foray into a territory long ruled by YouTube, the undisputed king of online music videos.
Initially, the program offers a limited selection of music videos. Fans can expect to find hits from international stars like Ed Sheeran and Doja Cat, alongside popular local artists. However, access to this new feature comes with a caveat - it's currently restricted to paying Spotify subscribers in specific countries.
As of now, the beta program is available in the UK, Germany, Italy, the Netherlands, Poland, Sweden, Brazil, Colombia, the Philippines, Indonesia, and Kenya. This rollout follows Spotify's recent announcement in February, revealing they'd surpassed 600 million monthly users, with over 236 million paying subscribers.
For years, YouTube has reigned supreme as the go-to platform for music videos. Many of the platform's most viewed clips are music videos, with global hits like "Despacito" by Luis Fonsi, "Shape of You" by Ed Sheeran, and the K-pop phenomenon "Gangnam Style" by Psy, all boasting billions of views.
Undeterred by YouTube's dominance, Spotify has consistently invested in its growth strategy. Their efforts have included expanding into new markets and, more recently, acquiring exclusive content such as podcasts. With the launch of music videos, Spotify is making a bold move to further engage its user base and potentially lure viewers away from YouTube.
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