By Kelly Cloonan

Shares of Spotify ticked up after the music streaming platform said it is rolling out music videos to more of its users in an effort to boost engagement.

The stock rose 2.3% to $603.31 on Wednesday. Shares are up 35% this year.

As of Wednesday, music videos are available for all premium subscribers in the U.S. and Canada, expanding from a limited introduction to just under 100 markets last year, the company said.

The offering, which is still in beta, will start with a limited video catalog that will expand over the coming months, the company said.

Music videos tend to build fandom, Spotify said. When fans discover a new song after watching a music video on Spotify, they're 34% more likely to stream it again and 24% more likely to save or share it the following week, the company said.

Spotify has been working to expand its offerings in recent months in an effort to drive growth. This fall, it rolled out 30 product updates that included "lossless" audio and playlist mixing, in which users can add transitions and match tempos between songs. It's also introduced messaging among users and more music-discovery controls, as well as an integration with ChatGPT.

Write to Kelly Cloonan at kelly.cloonan@wsj.com

(END) Dow Jones Newswires

December 10, 2025 15:04 ET (20:04 GMT)

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