Dive Brief:

• Spotify is reportedly in talks with multiple media companies about bringing video content to its music steaming platform. 
• Short video clips—both curated from media partners and originally produced—could be coming to Spotify as early as this month. 
• The videos would be easily accessible via Spotify's mobile platform and offer an additional form of entertainment to keep users around longer—an attribute that could be attractive to advertisers. 

Dive Insight: 

Video is the focus of many advertisers because of its effectiveness and versatility. The challenge Spotify will face is getting users to be engaged with the new video aspect of its services. On mobile especially, users are likely accessing Spotify while on the go. To keep users engaged longer—as advertisers would want—and to compete with rival video sites, Spotify's video content will need to be extremely compelling.