Spotify, the popular music streaming platform, has expanded its music video beta feature to 85 new markets, including Australia.

The feature, initially launched in March in 11 markets, has seen its catalogue grow significantly since its inception, featuring more videos from artists worldwide.

The music video feature appears to be influencing user behaviour on the platform. Users who discover a song and then watch the music video on Spotify are 34% more likely, on average, to stream the song again the following week. This is compared to users who discover the song but do not watch the music video. Additionally, songs discovered with music videos are 24% more likely to be saved or shared in the following week by those who watched.

Spotify is not stopping at simply offering music videos. The platform is adding new features to the music video beta experience, including a time-synched switch, video indicators, new music video notifications, and music video on Search. The beta launch will continue to innovate and iterate based on feedback from both users and artists.

The company has plans to increase the availability of this feature to more countries. To access the feature, Premium subscribers need to open Spotify on their iOS, Android, desktop, or TV device and tap the 'Switch to video' button for music tracks with video.

This expansion of Spotify's music video feature into new markets signals the platform's ongoing efforts to enhance user experience and engagement.