Last May, Spotify had announced a new feature for viewing videos on mobile. The music streaming company is finally willing to introduce the feature to Android devices and eventually iOS devices in the U.S., U.K., Sweden, and Germany a week later.
After testing the feature with less than 10% of users across multiple test markets, they’ve reached an agreement on the content formats. As of now the content is mostly in bite-sized pieces. However, they plan to have some musical themed series with certain brands like Tastemade. Shiva Rajaraman, vice president of Spotify said,
“We are at the end of a journey of testing,” he said. “We are going out effectively as planned. Our goal was largely to get a wide breadth of content and experiment and test.”
In a digital space which is already crowded with videos from users, brands and artists, it will take time to adapt it to the consumer demand and for users to get used to the platform.
“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’s aim with the app is to increase the user base and increase the use of mobile apps. Since mobile videos are a source of expanding market these days, Spotify finally went ahead with the feature. Areas of revenue for Spotify include licensing the video content and videos ads, however the videos will be without in stream ads.
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