Spotify is integrating music videos into its mobile and desktop apps, marking a significant move beyond its traditional audio-centric offerings. This feature, however, is currently in beta and is available exclusively in 11 select markets including Kenya, Italy, Indonesia, Netherlands, Poland, Philippines, Sweden, Brazil, Colombia, Germany and the UK, provided they have an active premium subscription. Kenya is the only African country on the list.

Spotify says the decision to pilot music videos in these particular markets was based on various factors, including market size and the availability of local content support. Sten Garmark, Spotify’s VP Global Head of Consumer Experience, hinted at future expansions both in terms of catalog size and geographical availability, underlining the company’s commitment to enhancing user experience globally. It is a little weird that the feature isn’t available in Nigeria, yet Spotify’s own promo of the feature uses Asake a Nigerian artiste.

Unlike other platforms where music videos are isolated or require direct searching, Spotify says it is offering a seamless transition between audio tracks and their video counterparts. Users listening to a song that features a music video can simply switch from audio to video through a button on the “Now Playing” screen. This integration ensures a cohesive user experience without the interruption of ads, courtesy of Spotify’s direct hosting of these videos.

The company argues that its implementation of music videos isn’t just about adding another layer to the platform’s extensive music library; it’s about enriching the artist-to-fan connection. According to Charlie Hellman, Vice President and Head of Music Product at Spotify, music videos are a crucial tool in transforming listeners into engaged fans, offering a visual experience that complements the audio.

This rollout also signifies Spotify’s entry into a space previously dominated by platforms like YouTube Music and Apple Music, which have offered music video content but without the seamless switch feature that Spotify now promotes. The inclusion of music videos is poised to elevate Spotify’s competitive edge by providing a more immersive experience for users, allowing them to engage with music in a multi-dimensional way.

The Spotify Music Video feature is not limited to personal devices; it extends to TV apps, catering to a broader viewing experience and integrating music videos into living rooms worldwide. This strategic move aligns with the evolving consumer preference for on-demand video content, positioning Spotify as a comprehensive entertainment hub.

The company says initial reactions to the beta release of music videos have been positive, with a curated selection of thousands of music videos across a variety of genres and artists available at launch. The platform aims to continuously expand its video catalog, reflecting Spotify’s dedication to not only being a leader in music streaming but also a central hub for music-related content.