Spotify is adding video content starting this week to its Android app and will roll out access to iOS users by the end of next week, according to the Wall Street Journal . The free music streaming service announced plans to develop video back in May. The company also has partnerships with ESPN, Comedy Central, BBC, Vice Media, and Maker Studios, ABC, Condé Nast, Adult Swim, TBS and Fusion.
Spotify has been testing the new features with roughly 10 percent of its subscribers for the last few months. So far listeners have access to short clips but Vice President of Product Shiva Rajaraman says there is original content in the works. Spotify aims to focus on content that relates directly to users musical interests. WSJ gives the example of “Epic Rap Battles,” a web series on YouTube produced by Maker Studios.
One concern Spotify has is getting people to want to watch the video and recognize it exists. “Obviously our primary user is a music fan, and they are not necessarily leaning in and looking into the app,” Rajaraman said. “So there are no particular recipes for how to get this right.”
Spotify will rely on its partners to curate video that fits each niche audience until execs can develop a firm content strategy. Videos will be organized by themes like “News of the Week” or “Laughs at Lunch” Rajaraman specified.
Video content will launch without ads, but Chief Executive Daniel Ek said last year it will at some point “be an important source of revenue.” Spotify currently has 20 million paid subscribers and 75 million listeners total. If Spotify can successfully deliver new, fresh content, then more listeners could be persuaded to buy the premium membership. With more paid subscribers, Spotify could better position itself to challenge popular streaming services including Pandora, Apple Music, Tidal, Google Play and YouTube Red.
