Spotify mounts major push into video with 12 new series
Spotify is mounting a major push from audio to video by commissioning 12 new original series to spearhead its expansion into the sector, according to reports in Bloomberg.
The financial news portal reports that the streaming service plans to augment its music and pop culture expertise with a suite of 15 minute shows that will be made available to iOS and Android users in the US, UK, Germany and Sweden later this year – to those with both free and paid-for subscriptions.
Following this a second phase of videos will be released, encompassing a more diverse range of genres from comedy and animation to collaborations with artists.
Spotify global head of content partnerships Tom Calderone said: "We are developing original content that is rooted in music, pop culture, and animation that is driven by the passion and sense of humour of our audience. We are working with artists, producers, and partners who understand that the Spotify audience has a strong connection to artists and wants to go deeper into their worlds, see their performances and expressions, and hear their stories."
Spotify first dipped a tentative toe into video last year with a series of clips from partner providers such as ESPN, MTV and Comedy Central but the streaming service is now looking to up its game in the face of increased competition from the likes of Apple, Vice Media and even Tidal.