Spotify testing music videos, aiming to challenge YouTube's dominance

Spotify aims for 1 billion users by 2030, facing competition from Apple Music and YouTube, which offer free music video access

Spotify, a Swedish music streaming company, is introducing full-length music videos in a limited beta for premium subscribers. This move marks its entry into the territory long dominated by YouTube.

The availability of music videos will commence for premium users in various countries including the UK, Germany, Italy, Netherlands, Poland, Sweden, Brazil, Colombia, Philippines, Indonesia, and Kenya, starting from Wednesday. Spotify hopes this initiative will aid in expanding its user base.

Despite its ambition to reach 1 billion users by 2030, Spotify faces stiff competition from rivals such as Apple Music and Alphabet's YouTube, which offer free access to music videos. The rollout will feature a curated selection of music videos, encompassing global sensations like Ed Sheeran as well as local favorites such as Aluna.

Spotify had previously introduced "clips" in March last year, consisting of under-30-second vertical videos uploaded directly by artists. Additionally, the company has diversified its content to include podcasts and audiobooks, aiming to attract a broader audience.

In February, Spotify projected that its premium subscriber count would surpass 239 million in the current quarter, exceeding earlier estimates of 238.3 million.