Spotify just launched its first ever music video charts, bringing MTV’s classic format into the streaming era — but I think it’ll be a long time before YouTube users make the switch

• Spotify has rolled out its first music video charts playlist
• It's part of the platform's steady expansion of its music video ecosystem
• Spotify is once again battling YouTube, but it's not close competition

Music videos in Spotify are becoming one of the most popular ways to engage in digital music streaming — now the service is expanding its video ecosystem in another attempt to one-up YouTube.

For the first time, Spotify is bringing music videos to its Charts hub with the launch of Music Video Charts Global, a new top 50 playlist of the most streamed videos. Additionally, the platform has also rolled out a new Videos for You editorial playlist, which offers personalized music video recommendations based on your streaming habits.

Music Video Charts Global rolled out on July 21, and is already playing a big role in Spotify’s gradual expansion of its video content. Recently, Spotify altered the video uploading process for musicians, allowing them to upload their own videos directly through Spotify for Artists instead of going through their label and distributor to do so.

Artists can also pitch videos to Spotify’s editorial team to give them a better chance to feature in playlists such as Best New Videos, Live Performances, and Today's Top Videos.

If you were like me and spent most of your youth scouring through music TV channels before they were sadly phased out, Spotify’s new music video charts might evoke a sense of nostalgia — but the platform is doing it in a way that’s designed for the streaming era.

Music Video Charts Global ranks the top 50 videos around the world based on daily music video streams, refreshing daily at 6pm ET / 11pm GMT / 8am AEST (the next day). Spotify also shared that it will spotlight the top 10 music videos across its social media channels every Tuesday — but there’s another reason why the best music streaming service is doubling down on its commitment to music videos.

Even though Spotify is trying to emulate these channels, a form of music consumption that once shaped listening habits, the platform is backing its music video expansion with data linked directly to streaming.

In an email sent to us, Spotify shared “After streaming a video on Spotify, listeners stream that song 64% more over the next three weeks, are 1.4x more likely to save it, share it, or add it to a playlist, and go on to stream the rest of that artist's catalog 57% more”.

For Spotify, its new ecosystem does more than lead to higher fan engagement and video views — it also gives artists an opportunity to boost audio streams. This is beneficial for both fans and artists, but as someone who doesn’t use Spotify for music videos I see this as just another way for it to compete with YouTube.

The Spotify-YouTube battle continues

Spotify has been playing catch up to YouTube ever since it rolled out music videos in 2024. Although there are users out there who do use Spotify for videos, and the platform has the numbers to support it, I’m just not one of those people. As soon as the music TV channels went bust, it was YouTube that filled the void for me, and it’s been that way ever since.

However, Spotify knows it can’t just build a music video ecosystem and hope that YouTube users will flock to it, it has to offer something extra — which is why it’s taken advantage of early releases. For example, artists like Taylor Swift and BTS have each released music videos to Spotify as exclusive content before uploading the videos to YouTube in the days after. This is where Spotify has the upper-hand.

Because Spotify is centered around music and audio streaming, it’s more likely that artists will gravitate towards the company when it comes to exclusive partnerships. Though YouTube has its own music platform, its standard video player houses content across countless genres from web series, interviews, how-tos, vlogs, and so much more — so music isn't the only place it makes its money. Besides, YouTube Music isn’t as influential as Spotify.

Do I think that Spotify is going good by bringing classic music video charts into the streaming era? I guess so — but I still don’t think it’s enough to entice loyal YouTube-first music video viewers to make the switch.