Spotify Expands Music Video Access To Premium Subscribers In U.S. And Canada

Spotify announced on Tuesday that it is rolling out music videos for premium subscribers in the U.S. and Canada, stepping up its challenge to YouTube and expanding beyond traditional audio streaming. The feature follows last year’s beta launch across nearly 100 markets.

The initial catalog includes videos from Ariana Grande, Olivia Dean, BABYMONSTER, and Addison Rae. Spotify said users who discover a track with a music video on the platform are 34% more likely to stream it again and 24% more likely to save or share it within a week.

Music videos will be available to all premium users in both markets by the end of the month.

Spotify’s stock rose nearly 4% following the announcement and is up about 28% this year. The expansion comes after the company revealed that Spotify Wrapped drew over 200 million engaged users within 24 hours , a 19% year-on-year jump.

CFO Christian Luiga recently emphasized the growing importance of engagement metrics, while reports indicate the company is preparing a U.S. price hike in early 2026. Spotify has already raised subscription prices in more than 150 markets this year.

The rollout also comes ahead of a leadership shift, with founder-CEO Daniel Ek set to move into the role of executive chairman in January.