The music industry is undergoing a significant transformation, driven by new licensing rules and the expansion of video content on major streaming platforms. One of the most notable developments is Spotify’s move to integrate music videos into its service in the U.S. and Canada. This shift aims to transform playlists into “watchlists,” catering to the growing number of video-first listeners. By incorporating video content, Spotify hopes to enhance user engagement, attract a broader audience, and provide a richer experience for those who consume music in video form.
This change is part of a larger trend within the industry, where visual media is becoming increasingly important in the way music is discovered and consumed. The decision to include videos not only enhances the platform’s appeal but also reflects the rising popularity of visual content in music promotion. As the market continues to evolve, it’s likely that other streaming platforms will follow suit, further blurring the lines between audio and visual experiences.
In parallel, the National Music Publishers’ Association (NMPA) has introduced a new opt-in portal that allows music publishers to license audiovisual rights directly. This new system marks a significant departure from traditional licensing models and could offer a range of benefits, particularly for independent songwriters and smaller publishers. By gaining more control over their catalogs and the ability to license audiovisual rights directly, independent creators stand to gain increased royalties and greater autonomy over how their music is used across various media platforms. This shift could also change the dynamics of the music industry, where traditionally, major labels have held significant influence over music distribution and licensing.
Industry observers suggest that these developments could have a profound impact on how music is discovered and consumed. As video content becomes a larger part of the music-streaming experience, fans may start to gravitate more toward video-rich platforms. This could lead to a decline in the dominance of audio-only formats, with more users opting for platforms that offer an integrated audiovisual experience. The rise of music videos as a prominent form of music consumption could shift the power balance within the industry, potentially reducing the influence of major labels while empowering independent publishers and artists.
As these changes take root in late 2025, both creators and listeners will need to adapt. For artists, this could mean a greater emphasis on producing music videos to accompany their releases. Independent artists and labels may need to recalibrate their revenue expectations as the monetization of music videos could become a more lucrative source of income. For music fans, this shift might encourage them to explore new ways of engaging with music, incorporating video as a core part of their listening experience.
This evolution of the streaming landscape, driven by licensing changes and the growing importance of video, is likely to reshape how music is promoted, discovered, and consumed in the coming years. As platforms like Spotify continue to innovate, the boundaries between music and visual media will likely continue to blur, offering new opportunities and challenges for both creators and fans. Ultimately, these shifts will contribute to a more dynamic, video-integrated music industry that reflects changing tastes and technological advancements.