Spotify is expanding its video ambitions by allowing artists to upload full-length videos directly through Spotify for Artists, a move that positions the streaming giant in even closer competition with YouTube.
The new feature is currently being rolled out in beta and enables eligible artists to upload official music videos, live performances, studio sessions, acoustic recordings and cover versions directly to the platform without relying on distributors for every video release.
Spotify expands beyond music streaming
While music videos have been available on Spotify for more than a year through labels and distribution partners, this marks the first time artists can upload a broader range of long-form video content themselves.
According to Spotify, the focus is currently on videos connected to a specific song or release.
The platform is not currently accepting visualisers, lyric videos, multi-song concert films or videos without music.
Spotify is recommending uploads be delivered in landscape 16:9 format to optimise viewing across devices.
Spotify says video drives more streams
The company has backed the rollout with new engagement data designed to encourage artists to embrace video content.
Spotify claims that listeners who watch a video become significantly more engaged with the artist’s music afterwards.
“After streaming a video, listeners stream that song 64% more often over the following three weeks on average.”
The company also stated:
“They’re also 1.4x more likely to save it, share it, or add it to a playlist.”
Spotify added:
“And they go on to stream the rest of your catalog 57% more during that same period.”
The statistics highlight Spotify’s growing belief that video is becoming a core discovery and engagement tool rather than simply an add-on to audio streaming.
New video discovery features introduced
Videos uploaded to Spotify can appear across multiple areas of the platform.
Artists will receive a dedicated Video tab on their profile pages, while content may also surface on Spotify’s homepage, release pages, Now Playing screen and through fan notifications.
Videos can also be featured in Spotify’s personalised Videos For You playlist, which recommends content based on individual listening habits.
The platform has additionally introduced editorial playlists dedicated to video content, including Today’s Top Videos, Live Performances and Video Covers.
Spotify retires Clips feature
As part of the expansion, Spotify is phasing out its Clips feature, which launched in 2023 and allowed artists to upload short 30-second videos.
The company confirmed that new Clips uploads will no longer be supported.
“To support this next chapter of video on Spotify, we’ll be ending support for new Clips uploads.”
Existing Clips will remain available and gradually transition into the new Video tab experience.
Spotify explained:
“Any Clips you’ve already uploaded will remain available. Over time, the Clips tab on your artist profile will transition to the Video tab, which will become the home for both music videos and previously uploaded Clips.”
What this means for independent artists
One of the most significant aspects of the beta is the potential for artists to establish a more direct relationship with Spotify around video content.
The company says uploaded videos are royalty-bearing and may be eligible for chart inclusion, creating additional opportunities for artists to monetise performances, acoustic sessions and exclusive content.
The move inevitably invites comparisons with YouTube, which remains the dominant platform for music videos, live sessions and artist-created video content.
However, Spotify’s strategy appears to be focused on integrating video directly into music discovery rather than treating it as a separate viewing experience.
The battle between Spotify and YouTube intensifies
The launch arrives as competition between Spotify and YouTube continues to expand beyond music streaming.
Spotify has reportedly explored live concert streaming opportunities, while YouTube has increased its investment in exclusive music programming and fan-focused events.
For artists, the development creates another distribution channel that combines audio streaming, video discovery and audience engagement within a single platform.
Although the beta remains limited for now, Spotify has opened a waitlist for artists interested in gaining access as the rollout continues.
