Spotify has evolved into a sacred place for some music lovers, becoming the chosen streaming music platform where many people consume their favourite artists and albums.
Last May, Spotify announced plans to add different types of media, including video content, to its mobile app platforms. Since then, the company has been slowly testing various video interfaces on mobile.
This week, Spotify’s Android app will be updated to enable in-app video content in select launch countries, with the service’s iOS app following by the end of next week. At the beginning, U.S., U.K., Germany and Sweden will be able to access content from ESPN, Comedy Central, the BBC, Vice, and various other video providers.
According to Spotify’s research, testing has shown that contextually relevant clips, or videos tied to music, will lead people to consume video content presented in the app. At the moment, videos will be shown without ads, though Spotify says advertisements will eventually be revenue drivers.