Spotify has unveiled a new feature within its platform, introducing its beta version of full-length music videos that are exclusively available to Spotify Premium users across 11 select markets –– including that of the Philippines. Notably absent from the initial rollout is the United States, marking a deliberate challenge to YouTube’s dominance in the global music video arena.

According to Spotify, the beta release, which began its initial rollout last March 13, introduces a curated selection of music videos featuring chart-toppers such as Ed Sheeran, Doja Cat, and others, aiming to cater to diverse musical tastes. Among the included markets are the UK, Germany, Brazil, and Indonesia, with Spotify expressing intentions to broaden its video catalog and extend availability to more regions.

With the integration of music videos, Spotify underscores the added value for fans, whether they’re die-hard enthusiasts seeking to relive cherished moments or casual listeners exploring fresh releases. The new feature is accessible across multiple platforms including iOS, Android, desktop, and TV, wherein users can seamlessly toggle between video and audio modes for an enhanced listening experience.

Charlie Hellman, Vice President and Head of Music Product at Spotify, highlights the significance of this venture, stating, “So many times in my own experience and for countless others, music videos play a key role in hooking you: taking you from being a listener to leaning in and becoming a fan. They’re an important part of so many artists’ tool kits, and it’s a natural fit for them to live in the same place that more than half a billion people choose to listen to music.”

This strategic expansion aligns with Spotify’s ongoing efforts to innovate and elevate user engagement, building upon previous features such as Canvas visuals and Clips. As Spotify ventures into the realm of full-length music videos, it embarks on a trajectory aimed at reshaping the streaming landscape, leveraging its extensive user base to redefine the intersection of music and visual storytelling.