Spotify finally brings music videos to the US

Steve Dent, Reporter

Spotify is finally letting the United States join its music video party. Music Videos have started rolling out in beta today to Premium users across the US and Canada, offering not only official artist videos but also new formats like live performances and covers.

Music Videos first arrived last year in 11 countries, but the United States wasn't one of them. The reason for that was simple — Spotify simply didn't have the rights. However, last month the streaming service struck a deal with the National Music Publishers' Association (NMPA) that included new provisions for video content, paving the way for the new feature.

Here's how to access Music Videos. If you're a Premium subscriber in one of Spotify's beta markets, you can simply open a track (on TV, desktop, IOS and Android devices) and tap "Switch to video." The music video will then start playing where the song left off. To return to background listening, hit "Switch to audio." You can get a full-screen experience by turning your device to landscape mode.

When the service first launched, it was limited to "thousands" of music videos, but Spotify promised that the list would expand rapidly. In discussing the benefits to artists, the company said early this year that "users who discover a song and then watch the music video on Spotify are 34 percent more likely to stream the song again the following week." In a job listing spotted by The Verge, Spotify said it planned to build a "best-in-class video experience to rival the biggest players, like YouTube or TikTok."