Spotify, which just introduced music videos for Spotify customers in 11 countries, is posing a serious threat to YouTube, which is now the preferred platform for music videos. With this new feature, Spotify intends to provide listeners more opportunities to 'dig deeper into an artist's music'.

Charlie Hellman, Vice President and Head of Music Products at Spotify stated, "So many times in my own experience and for countless others, music videos play a key role in hooking you: taking you from being a listener to leaning in and becoming a fan."

"It makes sense for them to reside in the same location where over 500 million people choose to listen to music, as they are an essential component of many artists' toolkits."

There are currently several video alternatives on Spotify. This includes Canvas, a brief looping image that musicians may add to songs, and 30-second Clips, which artists can put to their album sites or artist profiles. But up until now, the app hasn't allowed users to see whole music videos. Launched today, the function is billed as a 'powerful tool for fans to discover and engage with music.' 'Spotify is where fans go to explore deeper into an artist's music,' the company stated in a blog post.

Thus, "music videos create a new point of connection with artists," regardless of whether you're a casual fan searching for new releases or a superfan who wants to revisit and share your favorite videos with friends.

Starting today, a 'short catalog' of music videos will be released in the UK, Germany, Italy, the Netherlands, Poland, Sweden, Brazil, Colombia, the Philippines, Indonesia, and Kenya. Songs from well-known performers including Ed Sheeran, Doja Cat, and Ice Spice are included in this. There's a catch, though: only Premium users can access the function in beta.