Spotify’s increased attention on video is no secret, but the company’s willingness to invest heavily in content creators whose primary focus is not audio does shed light on the company’s larger ambitions. By investing in video creators, Spotify is no longer just trying to bring audio listeners onto the platform. The company is now trying to bring video watchers onto the platform, suggesting Spotify’s video ambitions go beyond using video as an audio accessory.
Source: Beyond video podcasts: Spotify’s investment in video creators reveals its format agnosticism