Updated 09:54 AM EST, Thu, Dec 02, 2021

Spotify Video Will be Available Starting This Week [Details]

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Spotify is expanding its reach as the company revealed plans to add video and podcasts to its currently popular digital music service.

In a report from Wall Street Journal, the Swedish music-streaming service revealed its plans to roll out video content on their Android mobile app this week in Sweden, Germany, the U.S., and the U.K.

The additional content will then be released to Apple device users by the end of next week in the same countries.

The initial lineup of video content includes clips from Comedy Central, ESPN, the BBC, Vice Media and Maker Studios as originally planned during its supposed May release.

Shiva Rajaraman, Spotify's vice president of product, told WSJ that videos will mostly be comprised of clips from shows, but will also contain music-themed series specifically made for the app.

While many were not happy with the delayed and slow release of the new content, Rajaraman revealed that all is happening according to plan.

"We are at the end of a journey of testing. We are going out effectively as planned. Our goal was largely to get a wide breadth of content and experiment and test," he stated.

He also acknowledged the challenges of bringing people who usually play Spotify on background to lean in and watch videos on the app, saying that it will require some consumer training.

"Obviously our primary user is a music fan, and they are not necessarily leaning in and looking into the app. So there are no particular recipes for how to get this right," he told WSJ.

According to CNet, the videos will be ad-free-for now, since the company will have to lure users in first before changing it.

After all, Spotify CEO Daniel Ek did describe the video content as "an important revenue source."

Currently valued to be worth over $8.5 billion, WSJ believes that Spotify is sailing into an already-crowded sea of video content providers, with social media platforms such as Facebook, Snapchat and YouTube in the lead.

Despite this, some analysts like David Anderson of the United Talent Agency think the company is well-equipped with the necessary technology prowess to take a solid chunk off of the video and podcast user market.

"It will be interesting to see how they can leverage data and audience insights to inform a programming strategy," he declared.

In the end, Rajaraman noted that the primary goal is to present consumers with what they want, when they want it and not solely on how the company can earn from it.

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