Spotify will start rolling out video content to its users this week, the company has said.
The music-streaming service will make the long awaited transition to hosting video content by the end of this week for Android users in the UK, US, Germany and the company's native Sweden. Apple iOS users won't have long to wait as videos will be available on the operating system by the end of next week.
Videos will initially involve short clips, typically from TV shows, but it is thought that original music programming is being created for the platform. Spotify has been working with media partners on the product since May 2015; when it said entertainment, news and clips would be included as part of the package.
As the initial plans were announced it was said the BBC, Comedy Central, TED and Vice News, among others, would be providing clips.
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The company, which has 75 million users and 20 million paying subscribers, has been looking over its shoulder as rival Apple Music claims to have more than six million paying users.
Apple Music allows subscribers, and those who have forgot to cancel their free trial, to view videos and updates posted by artists they follow, as well as listen to Apple's internet radio Beats One.
For Spotify, the video product will only be available on mobile at its launch and won't require a subscription for users to watch the clips. "Obviously our primary user is a music fan, and they are not necessarily leaning in and looking into the app," Shiva Rajaraman, vice president of product told the Wall Street Journal.
As an added sweetener for users videos will not be showing adverts at launch.
This article was originally published by WIRED UK
