Spotify Technology is mulling adding full-length music videos to its app, which could help the music streaming platform compete with TikTok and YouTube.
Spotify already allows artists to upload looping GIFs, which plays when a music track is playing. Spotify, which already has more than 100,000 podcasts with videos, has begun talks with partners about the product, the report said.
The popular streamer is looking to attract more Gen Z audiences away from YouTube and TikTok’s short-form video platforms. YouTube already has a music streaming service dubbed YouTube Music, with music videos.
The platform introduced a feature called “clips,” which are short videos under 30 seconds in length, aimed at providing artists with a storytelling tool to engage with their audience and communicate about their music, similar to the usage of TikTok.
In March, Spotify introduced a new music home screen reminiscent of TikTok, enabling users to preview and swipe through featured videos before deciding to listen to an entire track.
The company recently shared that its platform now hosts over 100,000 podcasts that incorporate video, further showcasing Spotify’s commitment to expanding its video offerings.
Earlier this month, Spotify said it would cut 200 jobs from its podcast unit in its second round of layoffs, as it looks to restructure after years of heavy investment.
