Spotify is looking to expand its role in the music ecosystem by becoming a destination for live music content, including livestreamed concerts and music festivals.
The streaming giant has approached concert promoters about licensing rights to broadcast live video from music festivals, according to people familiar with the discussions. If launched, the initiative would mark Spotify’s latest move beyond audio streaming and podcasts into premium video content.
Spotify has already begun experimenting with concert-related video. Recent additions include footage from a live performance by Dua Lipa in Mexico City.
The company’s interest in live streaming comes as it also expands efforts to connect fans with in-person events. Spotify has started offering selected users early access to concert tickets, aiming to strengthen its position as a bridge between artists and their audiences.
Video Becomes A Bigger Priority
Founded as an audio-first platform, Spotify has increasingly invested in video as it seeks to boost user engagement and unlock higher advertising revenue.
The company has secured rights to premium music videos and expanded its video podcast offerings. It has also encouraged many podcast creators on the platform to prioritise video content.
While some users have criticised the rise of video podcasts, Spotify sees clear commercial benefits. Millions of listeners already consume podcasts in video format and video advertising generally commands higher rates than audio advertising.
As part of this strategy, Spotify is exploring new video formats, including live broadcasts.
Following YouTube’s Playbook
Spotify’s interest in live concert streaming mirrors a model that has proven successful for YouTube.
For more than a decade, YouTube has livestreamed the Coachella Valley Music and Arts Festival, attracting millions of viewers globally. The broadcasts have expanded audiences for artists while providing additional exposure for the festival itself.
The appeal is straightforward: many fans are unable to attend major festivals due to ticket costs, travel requirements or limited availability. Livestreams offer an alternative way to participate.
The success of such broadcasts has encouraged other streaming platforms to enter the space. Services including Disney+ and Hulu have also streamed major music festivals such as Bonnaroo Music and Arts Festival.
Building A ‘Super Fan’ Ecosystem
Spotify’s expansion into podcasts, audiobooks and video has drawn criticism from some parts of the music industry, where concerns remain that the company is diversifying into businesses that could reduce the relative share of revenue flowing to artists.
However, Spotify argues that music remains central to its strategy.
With more than 700 million users worldwide, the company is increasingly positioning itself as a one-stop destination for music fans. Alongside streaming songs, Spotify wants to help users discover concerts, access tickets and engage more deeply with artists.
According to people familiar with the matter, Spotify is spending tens of millions of dollars to secure ticketing rights that allow subscribers to access presale opportunities.
The company reportedly beat rivals including Apple and Amazon to secure an agreement with Live Nation Entertainment, the world’s largest concert promoter and ticket seller.
The strategy resembles the approach used by American Express, which offers cardholders early access to concert tickets as a customer retention benefit.
For Spotify, ticket access serves a similar purpose: encouraging free users to upgrade to paid subscriptions while reducing churn among existing subscribers.
Spotify had previously explored bundling concert ticket access into a higher-priced “super premium” subscription tier. While that plan never materialised, the company is now introducing various perks that either encourage users to upgrade from free accounts or are available as paid add-ons.
Rewritten from Bloomberg’s article.
