Spotify is seriously exploring the addition of video streaming to its music service, according to reports that surfaced late yesterday. Any Spotify video service would compete directly with Amazon and Netflix.
The addition of video would offer the kind of single access, single subscription service that consumers increasingly prefer; and with iTunes, Amazon and YouTube all planning music streaming services, the addition of video could be the defensive play that Spotify needs to survive.
Spotify is talking to partners to help it fund and create exclusive content, according to Nicholas Carlson of Business Insider who first broke the story. The new talks could also lead to a new round of investment in Spotify.
Will Music Videos & Partnerships Come First?
In a previous interview with CNet, Spotify suggest that video was a distant possibility. "I won't rule it out because we're a company that looks at what we're doing incredibly long term," Spotify CEO Daniel Ek said. "But right now, we're all focused on music." Ek did not rule out getting into video out or finding a partner to help them: "If we did think we could make it better than YouTube or Vevo, then maybe. But it would seem easier to partner with them."
Spotify is working hard to get ahead of its many competitors, and on Monday night launched its first ever paid advertising campaign. Scheduled to debut Monday night on NBC's The Voice, the integrated TV, digital, and social campaign was developed by Droga5 New York.
More details and watch the new Spotify commercials here.