- Spotify has launched its first music video playlist playlist
- It’s part of the platform’s constant expansion of its music video ecosystem.
- Spotify fights YouTube again, but it is not a close competition
Music videos on Spotify are becoming one of the most popular ways to participate in digital music streaming; Now the service is expanding its video ecosystem in another attempt to overtake YouTube.
For the first time, Spotify is bringing music videos to its chart center with the launch of Music Video Charts Global, a new playlist of the 50 most played videos. Additionally, the platform also launched a new Videos for You editorial playlist, which offers personalized music video recommendations based on your streaming habits.
Music Video Charts Global launched on July 21 and is already playing an important role in Spotify’s gradual expansion of its video content. Recently, Spotify changed the video upload process for musicians, allowing them to upload their own videos directly through Spotify for Artists instead of through their label and distributor.
Artists can also submit videos to Spotify’s editorial team to give them a better chance of appearing on playlists like Best New Videos, Live Performances, and Top Videos of the Day.
If you were like me and spent most of your youth scrolling through TV music channels before they disappeared, Spotify’s new music video charts might evoke a feeling of nostalgia, but the platform is doing it in a way designed for the streaming age.
Music Video Charts Global ranks the top 50 videos from around the world based on daily music video streams and updates daily at 6pm ET / 11pm GMT / 8am AEST (next day). Spotify also shared that it will be highlighting the top 10 music videos on its social media channels every Tuesday, but there’s another reason why the top music streaming service is doubling down on its commitment to music videos.
Although Spotify is trying to emulate these channels, a form of music consumption that once shaped listening habits, the platform is supporting its music video expansion with data tied directly to streaming.
In an email to us, Spotify shared, “After streaming a video on Spotify, listeners listen to that song 64% more over the next three weeks, are 1.4 times more likely to save it, share it, or add it to a playlist, and continue listening to the rest of that artist’s catalog 57% more.”
For Spotify, its new ecosystem does more than drive greater fan engagement and video views: it also gives artists the opportunity to boost audio streams. This is beneficial for both fans and artists, but as someone who doesn’t use Spotify for music videos, I see this as another way to compete with YouTube.
The Spotify-YouTube battle continues
Spotify has been playing catch-up with YouTube since it launched music videos in 2024. Although there are users who use Spotify for videos and the platform has the numbers to support it, I am not one of those people. As soon as the music TV channels went bankrupt, it was YouTube that filled the void for me, and it’s been that way ever since.
However, Spotify knows that it can’t just build a music video ecosystem and expect YouTubers to flock to it, it has to offer something additional, which is why it takes advantage of early releases. For example, artists like Taylor Swift and BTS have released music videos on Spotify as exclusive content before uploading them to YouTube in the days following. This is where Spotify has the advantage.
Because Spotify focuses on music and audio streaming, artists are more likely to lean toward the company when it comes to exclusive partnerships. Although YouTube has its own music platform, its standard video player hosts content from countless genres, from web series, interviews, how-to’s, vlogs, and more, so music isn’t the only place it makes money. Additionally, YouTube Music is not as influential as Spotify.
Do I think Spotify is doing well bringing classic music video charts into the streaming age? I guess so, but I still don’t think it’s enough to entice loyal YouTube music video viewers to make the switch.
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