Spotify makes video debut

Music streaming service Spotify has moved into online video for the first time, and has struck a number of content deals with broadcasters and digital firms.

Adult Swim series Black Jesus

New video features will be fully integrated into Spotify’s music service, including shortform videos and podcasts from firms such as ABC, BBC, ESPN, NBC, Comedy Central, Maker Studios and Vice Media.

The new service was announced at a launch event in New York yesterday.

The privately owned Swedish group has also signed an agreement with broadcaster Turner Broadcasting System under which content from its Adult Swim network and late-night show Conan will be offered to Spotify users in the US.

Other Adult Swim series such as Black Jesus and Mr Pickles will also be made available to Spotify fans in the UK, Germany and Sweden, with more territories to be announced shortly.

Spotify CEO Daniel Ek described the new video ‘capsules’ that will run on the new version of the platform as a “massive leap forward.”

Meanwhile, the streaming service has partnered with online video distribution platform Rightster, which will provide Spotify with shortform videos to engage its millions of users on mobile devices.

Rightster will focus on providing Spotify with content in genres including celebrity and entertainment, news, fashion, sport and social.

The company has also revealed plans for original content. The show A Full English will feature music artists and other celebs who search for common ground over their morning meal.

Spotify’s move into video comes as it continues to face challenges to its core music business from the likes of Apple iTunes and Pandora Media. Spotify said in January that it had around 60 million users, with 15 million paying US$9.99 per month for its premium service.

The move will also put it in competition with streaming giants Netflix and Amazon, as well as Google-owned YouTube. However, the Spotify service will be different to those offered by rival firms and will instead focus on supporting the company’s core music service.

Last month, Spotify was seeking to raise more than US$400m from investors in a new round of funding, valuing it at more than US$8bn.

The new Spotify rolls out this week in the UK, US, Germany and Sweden and will expand further.