The videos Spotify will feature come from a variety of media partners, both of the old guard and the new. Content creators include ESPN, Comedy Central, the BBC, Vice Media, and Maker Studios.
Spotify will give access to video content first to Android users, who will be able to stream it starting this week. For owners of iOS devices, the content will start appearing next week. The United States, United Kingdom, Germany, and Sweden—Spotify’s home country—will get to watch the on-demand videos.
Much like how Spotify offers up its music in specific categories—curating playlists that fit moods, genres, and themes—the streaming service will serve up video content in a similar way. Shiva Rajaraman, Spotify’s vice president of product, told the Wall Street Journal videos would be presented in packages like “News of the Week” or “Laughs at Lunch.”
The plan to push video through the app built primarily for streaming music was announced last May, but implementation has been slow. So far, less than 10 percent of users have seen the feature. Those that have seem to favor music-themed videos, like the Epic Rap Battles series.
While on-the-go users will be able to access the content licensed by Spotify, the streaming service won’t be pushing video to desktop users.