By Estefano Gomez
Dec. 4, 2025
Spotify is expanding beyond audio with a new music-video rollout aimed at taking on YouTube and TikTok. Beginning this month, U.S. users will be able to toggle between audio and video versions of selected tracks, a significant step in the company’s evolution from a streaming-audio service to a broader video platform.
The launch follows fresh licensing deals with major record labels and the National Music Publishers Association that grant Spotify the audiovisual rights required to offer music videos and other video-first features. Spotify’s chief business officer, Alex Norström, said the agreements open the door to more innovation across the app and enable the company to build richer video experiences.
Spotify already hosts a sizable video catalog — roughly half a million video podcasts and shows — and a large portion of its audience has engaged with video on the service. The company says more than 390 million users have streamed video content, and total viewing time has more than doubled in the past year, trends that helped motivate the push into music videos.
The move places Spotify squarely in the competitive arena dominated by short-form and long-form video platforms. By combining its existing music catalog with licensed visuals, the company aims to give listeners more options for how they experience songs and to capture growing user attention for video content.