On Spotify, video goes beyond views and draws fans deeper into your music.
Artists put real work into their videos, from the concept and performance to the edit and release. But too often, that effort is measured by view counts alone.
Viewed only through that lens, the full impact of video can get muted. So much of its power comes from the future fandom the video sparks.
Video is About More Than Views
After streaming a full-length video on Spotify, whether it’s an official music video, live performance, or cover, listeners stream that song 64% more often over the next three weeks than similar fans who only heard the audio.
They're also 1.4x more likely to save it, share it, or add it to a playlist. And they go on to stream the rest of the artist's catalog 57% more during that same period.
Super listeners — an artist's most dedicated fans — stream that artist's music 62% more after watching a video on Spotify. That's more than an hour and 40 minutes of additional listening time, on average.
Video helps drive deeper listening and signals cultural momentum, so we amplify tracks with video more frequently across personalized recommendations.
On Spotify, video brings fans back to the music over and over again.
How Spotify Is Investing in Video
That listening lift isn't accidental — it's the result of Spotify building video into the core of how music gets delivered, pitched, discovered, and measured.
Upload directly in Spotify for Artists. A few weeks ago, we launched the ability for artists to upload full-length videos directly in Spotify for Artists (now in beta). You can now upload videos — live performances, studio sessions, covers, and official music videos — all eligible for royalties and charting. If you already deliver videos through your label or distributor, you can continue doing so. Artists now have options for how their videos are delivered to Spotify. Nearly 100,000 artists in the beta now also have the option to upload directly, making it faster than ever to get a video onto Spotify and in front of fans.
Pitch your videos, just like your music. For the first time (now in beta), artists can pitch music videos directly to Spotify's editorial team for video playlist consideration. Share your video's story — the concept, the mood, the visual style — so your official music videos and performance videos can reach the right fans. Your pitched video could show up on playlists like Best New Videos, Live Performances, Today’s Top Videos, and House Party, part of over 100 video playlists available across the globe. Videos must be either unreleased or released within the past 7 days to qualify, whether delivered by your label or distributor or uploaded directly through Spotify for Artists.
More ways to reach fans. Once a video is on Spotify, it can reach listeners across the app. Videos can appear in places like Videos For You (Spotify's first personalized video playlist), the Video tab on your artist profile, Home, release pages, the Now Playing view, editorial video playlists, and through fan push notifications.
Introducing Music Video Charts Global. Launching today: Spotify's first chart dedicated entirely to music videos. Fans can discover the global top 50 videos ranked by daily stream count, available across the Charts hub and Music Video Playlists hub. And every Tuesday, Spotify and Spotify for Artists social channels will spotlight the Top 10 music videos, giving artists another moment in the conversation every week.
Together, these features give artists everything they need to release video, pitch it, get discovered, and track their progress — all where their fans are already listening.
From First Watch to Deeper Fandom
For indie rockers, The Runarounds, one cover helped turn a first watch into sustainable lift.
Their cover performance of "Valerie (Live from The Minivan Tour)" became an entry point to more of the band's music, and the numbers show it. Compared to fans who only streamed audio, fans who streamed the video went on to stream 67% more of the band's catalog across 21% more distinct tracks. Super listeners streamed the artist 70% more.
What Comes Next
On Spotify, video can do more than be seen. It can bring fans back to the song, deeper into the catalog, and closer to the artist. That’s what it means to take fans further.
Want to get more from your videos? Start by delivering— ideally on or before release day — and pitching your videos to our editorial team. You can continue working with a label or distributor to deliver videos to Spotify. We're also expanding Spotify for Artists video uploads to more teams. Learn more or join the waitlist.