Advanced Television

Spotify reveals video enhancements

May 21, 2015

By Colin Mann

As well as introducing a raft of enhancements to its music service, Spotify is adding video clips and audio shows to the music mix. “We know there are times in the day you want to switch between music to catch up on the latest news, listen to your favourite podcast or simply watch something fun. And with a stellar range of entertainment to choose from there’s something for everyone. Spotify will suggest video and audio shows for you to watch and learn what you love,” says the company.

“We’re also serving up an exciting slate of original content to entertain your day. Check out our Running Originals – music specifically designed for running that dynamically adapts to your running tempo. A total of six original tracks, all found within Spotify Running, are available at launch. We’re also introducing a range of exclusive content, from Dance Move of the Day produced by Amy Poehler’s Smart Girls brand, to specially curated radio shows presented by artists including Icona Pop, Jungle and Tyler the Creator,” it advises.

“Spotify now comes packed with entertainment, news and clips from the likes of ABC, BBC, Comedy Central, Condé Nast Entertainment, ESPN, Fusion, Maker Studios, NBC, TED and Vice Media, with much more to come,” it promises.

“We’re bringing you a deeper, richer, more immersive Spotify experience,” says Daniel Ek, Founder and CEO at Spotify. “We want Spotify to help soundtrack your life by offering an even wider world of entertainment with an awesome mix of the best music, podcasts and video delivered to you throughout your day. And we’re just getting started.”

The new Now experience began rolling out May 20 to iPhone users in the US, UK, Germany and Sweden – with more markets and platforms to follow in the near future. Spotify Running will start rolling out to iPhone users globally.

Simon Jones, VP Marketing, Conviva, noted that consumers, increasingly drawn to the transactional and self-guided nature of video on demand are expanding their use of web-delivered video, and making choices for premium entertainment beyond the set top box. “A premium service, of course, requires a premium experience – consumers engage most when they are served an optimised experience, and then disengage when they are dissatisfied. So it’s a calculated risk for Spotify: with excellent content, delivered smoothly, they can capitalise on the global shift to net TV; missing on the quality of experience on video – which they have aced with audio – could represent a challenge to their otherwise pristine brand image.”

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