Two years ago, rumors started swirling about Spotify adding a video streaming service to its platform. CEO Daniel Ek said he was focused on the music at the time, but kind of dodged the question when directly asked. Apparently the dodging was just and the rumors are true, as Spotify added video content to the popular app this past week.
First launching on Android, iOS users got their version over the weekend and Windows users by the end of next week. To provide content, Spotify has partnered with some of the biggest names in the game, like ESPN, ABC, NBC, Comedy Central, Vice and Maker Studios.
Recently, Spotify has been testing out their video features. Some of the ads on the app have been video-based and the company has added short clips over the past month. Over the next several months, users can expect to see more clips, packaged shorts in recap-style videos and more. Ek said that while he knows most users listen to Spotify with their device in their pockets, a lot of the video content will be made to be enjoyed just as much by listening as it is watching it.
Something that would propel Spotify forward on this feature addition would be to fully support podcasts on the app. Both video and audio podcasts could be curated, neatly organized and displayed for the entire userbase. Video podcasting is a growing market, and Spotify already has the media partners on the table for podcasters to tap into for advertising purposes.
For now, the answer is still unclear on whether this will be a positive move for the company in the long run. There is one benefit over leading video platform YouTube, and that's the fact that Spotify will not be placing ads before or after the videos. Video content will follow the standard ad policy for all media on Spotify. Premium users are ad-free, and free users see an ad once every 6 to 8 songs. That's for now, at least, as Ek did say he would not rule out video ads in the future, but it's possible that those would simply be a continuation of the current ad system.