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Video Integrated Music Streaming

Spotify moving to add custom video clips called ‘Canvas’ for their music on the platform to its app.

Culture Compass
Culture Compass
GenderMale, Female, Others
Age BracketTeens, Young Adults, Grown-ups
GeographyNorth America, Europe

Spotify is leading the streaming industry today. The company has been crossing milestone after milestone in terms of paid subscribers and monthly users and has become a common household name when it comes to streaming of music. The company has primarily been a streaming platform for music but reports suggest that the company is looking into video streaming within the app as the next step.

In the beta version, a new ‘Now playing’ UI is built into the system. It takes the subscriber to something called a ‘Canvas’. These are a short animated clip, a sort of artwork that connects the user to the music and the artist on yet another level. These small clips are a visual representation of the song and musicians can put their thoughts and ideas in the form of art for better expression.

Canvas is a brief clip relating to the song or podcast and can be considered more engaging for users and enhance the overall experience. Through their Beta version, they were able to identify the strengths of this feature. Fans felt more connected to the whole story behind the song and artists could get more and more creative. The best thing is that the Canvas can be changed at any point to attract more listeners or keep the current ones interested. The fans can share these canvas as Instagram stories through the app too!

Taking inspiration from the model of another Media Giant, Youtube, and obviously huge demand, Spotify is most likely to improve on their Video Streaming in order to improve consumer experience. The option would appear next to the Canvas tab.

References – Billboard

Culture Compass
While Spotify has made a huge name for itself and may be considered the pioneer of music streaming by many. It must come up with new and interactive features improve on app experience. Newer technology, better interface, more features consistently add to the appeal of any media platform. This new addition may be a great way to bring change to the consumer as companies new or old, strive to stay afloat considering the ever growing competition.


  • Popularity 6.0
  • Inventiveness 6.0
  • Engagement 6.0
  • Human Centricity 4.0

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