Spotify is reportedly looking to add full-length music videos to its app

Spotify may soon let you watch, not just listen to, music. Bloomberg Sources claim that the streaming service is looking at adding full-length music videos to its app. The company is reportedly talking to potential partners, but it’s unclear who will support the feature or when it might arrive. Spotify has already declined to comment.

Video on Spotify is currently limited to podcasts, 30-second storytelling clips (to help artists talk about their work) and 10-second GIFs that loop while listening to a given song. Are. The media giant launched a TikTok-like home feed in March, but it aims to discover music and podcasts more than watch videos. The company tried using TV content like clips from Comedy Central and ESPN several years ago, but it didn’t gain much popularity.

The concept isn’t new to streaming music services. Apple Music has had music videos for years. However, the addition of Spotify will help it catch up with Apple, and it could attract viewers who otherwise watch videos on YouTube. It will also add content to the new feed and help Spotify attract music-interested audiences from social networks like Instagram and TikTok.

Music videos by themselves don’t generate much direct revenue. YouTube pays creators a 55 percent share of advertising revenue, which averages $18 per 1,000 views. Artists, labels, and others involved have to split that small amount. However, clips supplement audio income, and potentially improve performance for musicians.

There is also pressure to find new sources of income. Spotify laid off a significant portion of its workforce earlier this year, including 200 employees on its podcast team, as it grappled with both a poor global economy and business mistakes. Music videos can improve a company’s finances without requiring a large production team, as is the case with podcasts.