Spotify Is Now Competing With Netflix, YouTube, Facebook, Amazon, Snapchat…

Spotify has announced that it is introducing video content on its Android app this week, followed by the iOS app by the end of next week in the U.S., the U.K, Germany and Sweden. The new video content will be available to all users.

Over the past several months, Spotify have learned that presenting relevant videos based on the music people listen spurs people to watch clips. The same is true for videos tied to music. Spotify also found that it was offering far too many ways for people to find video, an option overload that cooled uptake.

In order to smooth out those issues, the company has focused on categoriing video content and creating programming packages, like ‘News of the Week’ or ‘Laughs at Lunch,’ Rajaraman said.

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

Spotify is wisely offering the video content to all its users ad-free, as it primarily sees video as a way to expand its audience and get existing users to spend more time with the app. “This [launch] is fundamentally about giving music fans what they want,” said Mr. Rajaraman. “We are doing fine on monetization. This is primarily a demand play.”

This jump into web video is a major leap for Spotify. Their focus on diversified services for their users could be critical for their growth and expansion, and will also set them apart from their competitors.

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