Spotify, the popular audio streaming platform, is set to introduce music videos for its paying subscribers in the United States and Canada in the coming weeks. This significant expansion into video content marks a new direction for the Sweden-based company, which has primarily focused on audio content and video podcasts until now.

According to a Spotify spokesperson, over 390 million users have already watched video podcasts on the platform, indicating a strong potential audience for music videos. While details are still scarce, the spokesperson confirmed that the new feature will be available to Premium users, who will be able to switch between audio-only and video modes.

This move by Spotify is seen as a challenge to YouTube, which has dominated the music video streaming space for nearly two decades. The introduction of music videos on Spotify will provide users with an alternative platform to access their favorite music content. The company has already announced plans to introduce music videos in other markets, with Premium users being the primary target audience.

The development is a significant step for Spotify as it seeks to expand its offerings and stay competitive in the rapidly evolving streaming landscape. With the rise of video content, the company is adapting to changing consumer preferences and habits. As the streaming wars intensify, Spotify’s foray into music video streaming is likely to have a significant impact on the industry.

Spotify has confirmed that more details about the new feature will be shared soon. The company’s decision to introduce music videos is a strategic move to enhance user experience and provide more value to its Premium subscribers. As the streaming landscape continues to evolve, it will be interesting to see how Spotify’s new feature is received by users and how it affects the overall market.