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Surprise swept fans in 2025 when Spotify confirmed it will add music videos in the United States and Canada in the coming weeks. The timing matters because Spotify paired the rollout with a new opt-in portal for publishers via the NMPA, opening direct audiovisual licenses. The concrete fact: Spotify reported 281 million paid subscribers and 713 million monthly users in Q3, giving it scale to test video monetization. My quick take: this turns Spotify from audio-first to discovery-plus-visual; will artists and playlists benefit or just enrich playlists? What will you watch first?
What changes now as Spotify brings videos to the U.S. in 2025
- Spotify confirmed U.S. and Canada rollout on Nov 12, 2025; availability arrives in coming weeks.
- NMPA and Spotify launched an opt-in portal to license audiovisual rights for publishers.
- 281 million paid subscribers give Spotify scale to test Premium video features and ad products.
Why Spotify’s music-video push matters this week and into 2025
Spotify’s move hits now because it follows a fresh licensing push with the NMPA, which opens direct deals for indie publishers and songwriters. That matters to creators because video rights can unlock new royalty lines and placement fees. Competition is immediate: YouTube already dominates music video discovery, but Spotify has far larger playlist reach and in-app user habits. Expect playlist curators and labels to treat video as a discovery tool, not just a promotional clip. Will this reshape who earns from a single stream?
Who is reacting to Spotify’s video rollout this week?
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Todd Spangler at Variety amplified the announcement on X, helping the story spread into industry timelines and trades.
Spotify to Launch Music Videos on Platform in the U.S. https://t.co/clahnQJo9o via @variety
— Todd Spangler (@xpangler) November 12, 2025
Industry reactions ranged from cautious optimism about new royalties to skepticism about cannibalizing audio ad inventory. Short sentence for scan. Some labels flagged Premium-only access; others pushed for universal availability. Which side benefits most depends on licensing terms and who keeps the ad revenue.
Which metrics show Spotify can afford a video gamble in 2025
Spotify’s Q3 numbers give context: 281 million paid subscribers and 713 million monthly active users, with paid subs up 12% QoQ. Short sentence for scan. That growth funds product experiments and strengthens bargaining power with labels, while advertisers watch for new video inventory.
The numbers that change the game for Spotify’s video push
| KPI | Value + Unit | Change/Impact |
|---|---|---|
| Paid subscribers | 281 million | +12% QoQ |
| Monthly active users | 713 million | +11% YoY net gain |
| Beta markets | 98 markets | Expanded since Jan 2024 |
Spotify’s user scale and recent growth give it leverage to commercialize video features.
What will Spotify’s music videos mean for fans and artists in 2025?
Expect three quick shifts: playlists may become video-first, label promos gain new placement fees, and creators chase sync deals for Spotify uploads. Short sentence for scan. If video is Premium-only, discoverability could split between free YouTube viewers and paying Spotify listeners, changing who benefits from streams. Which side wins depends on licensing splits and whether Spotify turns video into must-have discovery or a niche add-on-are artists ready to chase plays or views?
Sources
- https://variety.com/2025/music/news/spotify-to-launch-music-videos-in-united-states-1236580065/
- https://deadline.com/2025/11/spotify-set-to-launch-music-videos-in-us-canada-1236615738/
- https://www.bnnbloomberg.ca/business/company-news/2025/11/12/spotify-to-add-music-videos-to-streaming-platform/
Jessica Morrison is a seasoned entertainment writer with over a decade of experience covering television, film, and pop culture. After earning a degree in journalism from New York University, she worked as a freelance writer for various entertainment magazines before joining red94.net. Her expertise lies in analyzing television series, from groundbreaking dramas to light-hearted comedies, and she often provides in-depth reviews and industry insights. Outside of writing, Jessica is an avid film buff and enjoys discovering new indie movies at local festivals.