Spotify is bringing video into its world of music. Starting later this year, users will begin to see video ads from major brands like Ford, Kraft, Wells Fargo, McDonalds, and Coca-Cola on the streaming music platform.
Of course, these ads, which will run from 15 to 30 seconds, are reserved for those who tune into Spotify for free. Those paying a monthly $9.99 for a Spotify Premium subscription will not see the brands’ videos.
On mobile, this new feature will mean more uninterrupted music streaming. For watching (rather than listening to) an ad on Spotify, users will get a commercial-free 30 minutes of music. This speaks to the idea of video as a more engaging medium for advertisers than “radio” style spots, like the ones Spotify currently offers.
However, mobile users of the streaming music service will still have a choice. If they decline to watch a video ad, the audio advertisements will continue to play with shorter intervals between music.
Spotify will offer video ads to users in the US, UK, Spain, France, Germany, and Sweden at the end of 2014. Such ads will become available worldwide starting next year.
With Spotify expanding to video in the form of ads, the company is setting itself up for a smoother transition into music video streaming — if it decides to take that step. This would make the service additionally competitive with YouTube when the digital video platform launches its subscription music service, YouTube Music Key.