Spotify is expanding beyond audio by rolling out official music videos in beta for Premium users in the United States and Canada, with access across mobile, desktop, and TV and new navigation options like Related Music Videos, artist profiles, and genre/era playlists.

The video feature complements existing visuals such as Canvas, Countdown Pages, and Clips to deepen fan engagement and support the platform’s broader strategy to convert passive listeners into active fans.

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Analysts show a mixed yet confident picture, highlighting valuation metrics and a bullish target price, alongside indicators like a low RSI and high institutional ownership.

Readers are invited to share whether they have gained access to the new video feature and to leave comments.

Spotify’s CFO has emphasized engagement as a key metric, sometimes more important than user counts, reflecting a focus on deepening user interaction and monetization beyond raw subscriber numbers.

The video access window and promotional pricing are time-limited, ending after December 31, 2025, which may affect former Premium subscribers whose plans lapsed.

A potential U.S. price increase anticipated for early 2026 could boost annual revenue, part of monetization efforts amid label demands and leadership changes.

Spotify stock rose in late trading, contributing to a solid year-to-date gain as investors respond to the expansion and leadership news.

Spotify’s chief business officer described the video deals as critical for unlocking product innovation and new features during earnings discussions.

The rollout began today and is expanding to users over time, signaling a staggered, company-wide deployment.

Founder-CEO Daniel Ek is slated to transition to executive chairman in January, signaling a leadership shift while maintaining strategic continuity.