The company first announced plans to offer video content back in May; however, less than 10% of users in the U.S., U.K., Germany, and Sweden have been part of the test group.
Shiva Rajaraman, Spotify’s vice president of product, says this slow rollout was part of the plan.
“We are at the end of a journey of testing,” he said. “We are going out effectively as planned. Our goal was largely to get a wide breadth of content and experiment and test.”
During their test period, Spotify found that presenting videos related to music people listen like spurred them to watch clips. It is also found that it offered too many ways for people to find video. So, the company has focused on compartmentalizing video content and creating programming packages, like “News of the Week” or “Laughs at Lunch.”
Spotify plans to widely launch video starting this week for Android users and next week for iOS users.
More details at the link below...