Spotify is giving music videos their own Top 50.
On Tuesday, July 21, Spotify launched its first global chart dedicated to music videos, ranking the 50 most-watched videos on the platform each day. Artists can also pitch new videos directly to Spotify's editorial team for the first time, giving them a chance to appear on playlists including Best New Videos, Live Performances, and Today's Top Videos.
The features arrive after a steady expansion of music videos across Spotify, including full-length uploads, personalized recommendations, and early premieres from artists like BTS, Jelly Roll, and Taylor Swift. Artists can also now upload their own videos through Spotify for Artists.
Add it all together, and Spotify is beginning to resemble a version of MTV built for the streaming era, complete with exclusive premieres, countdowns, and ever-changing rankings. There may not be a VJ telling viewers what comes next, but there is an AI DJ if you're into that sort of thing. Otherwise, Spotify's editors and recommendation algorithms fill the role.
Spotify has built its own music video countdown
The new Music Video Charts Global ranks videos by daily stream counts, refreshes daily at 6 p.m. ET, and lives in Spotify's Charts and Music Video Playlists hubs. Every Tuesday, the company will also highlight the week’s top 10 videos across its social media accounts.
Shakira and Burna Boy claimed the chart’s inaugural No. 1 with "Dai Dai," the official song of the 2026 FIFA World Cup, which just surpassed 130 million total streams on Spotify.
For anyone who remembers MTV countdown shows, the idea should feel familiar.
But Spotify’s version comes with a more modern, personalized layer. Its Videos For You playlist, the platform's first personalized music video playlist, recommends videos based on an individual user's listening habits. Someone who wants a broader view of what is popular can visit the global chart, while everyone else can receive a lineup tailored to them.
Videos can also appear on Spotify’s Home screen, artist profiles, release pages, editorial playlists, and the Now Playing view. Followers may receive push notifications when an artist releases a new video, increasing the likelihood that a listener will encounter it.
Spotify is also using early releases to give fans a reason to watch music videos inside its app rather than automatically heading to YouTube.
On July 17, 2026, BTS premiered the video for "NORMAL" on Spotify and kept it exclusive to the service for its first 48 hours. Spotify said the release set a platform record for the most-streamed K-pop music video in a single day. BTS currently occupies six of the top 10 positions on Spotify's inaugural Global Music Video chart.
Jelly Roll gave Premium subscribers a similar 48-hour first look at “Hands Up,” which was filmed at San Quentin State Prison. Fans in Spotify's beta markets could watch both premieres on mobile, desktop, or television by playing either song and selecting "Switch to video."
Taylor Swift took a slightly different approach with "Opalite," releasing its video on Spotify and Apple Music in February 2026 before bringing it to YouTube — rumored to be because YouTube pulled itself from the U.S. charts in January 2026.
A new option beyond YouTube
For years, YouTube views helped determine where songs and albums appeared on the Billboard charts. That ended in January 2026, after YouTube and Billboard failed to agree on how those views should be counted.
The dispute centered on Billboard's decision to give more weight to streams from paying subscribers than to those on free, ad-supported services. YouTube argued that the formula undervalued its viewers, but Billboard kept its methodology. YouTube subsequently withdrew its U.S. data, and its views no longer contribute to either chart.
That does not make YouTube any less useful for reaching fans. More than 2 billion logged-in users watch music videos on the platform each month, according to the company. YouTube Music also offers more than 100 million songs alongside official videos, live performances, remixes, covers, Shorts, and fan uploads, much of it available without a paid subscription.
That enormous audience brings in money, too. YouTube paid more than $8 billion to artists, songwriters, labels, and publishers between July 2024 and June 2025. Its Music and Premium services had more than 125 million subscribers globally, including users in free trials. Some online consider YouTube the reigning champion among music video platforms — that hasn't changed.
What has changed is the automatic assumption that every major music video should appear on YouTube first. Spotify also says its eligible music videos can earn royalties and qualify for charts, though chart eligibility depends on the release and the chart's rules.
Smaller artists can upload videos, too
The biggest premieres may bring fans into Spotify’s video section, but artists do not need a BTS-sized rollout to appear there.
Until recently, music videos primarily reached Spotify through labels, distributors, or services such as DistroVid, a paid video-distribution tool operated by independent music distributor DistroKid. Artists use the service to send music videos to platforms such as Spotify, Apple Music, and Vevo without going through a record label. That changed on June 17, when Spotify began allowing artists in its beta program to upload full-length videos directly through Spotify for Artists.
Nearly 100,000 artists now have access to the feature, and everyone else can join a waitlist. Labels and distributors will remain Spotify's primary delivery route for music and video, but participating artists no longer have to rely on either to get a video onto the platform.
They also have more options than producing a traditional music video. Spotify accepts live performances, acoustic and studio sessions, and covers, all of which can earn royalties and may qualify for its charts, giving artists room to work with the content they can realistically produce.
Spotify pointed to indie rock band The Runarounds as one example of how that can translate into additional listening. According to the company, people who watched the band's live cover of "Valerie" went on to stream 67 percent more of its wider catalog than people who only heard the audio. They also listened to 21 percent more individual tracks.
For artists already making video content, Spotify gives that work another chance to reach listeners and lead them directly into the music.
Spotify says watching leads to more listening
Spotify is investing in video because the company says viewers tend to keep listening after the screen goes dark.
According to Spotify’s latest data, users stream a song 64 percent more frequently during the three weeks after watching its full-length video than comparable listeners who only heard the audio. They are also 1.4 times more likely to save it, share it, or add it to a playlist.
That interest can spread. Spotify also says viewers stream 57 percent more of the artist's catalog during the same period. Among "super listeners," its name for an artist's most active monthly listeners, streaming increases by 62 percent after watching a video. Spotify adds that equals more than an hour and 40 minutes of additional listening on average.
The company has therefore built video directly into the standard listening experience. When a song has a video available, users can select “Switch to video” without restarting it. They can then switch back to audio at the same point. The process keeps every part of the interaction within Spotify: a user can hear a song, watch a video, save it, and continue exploring the artist’s music without leaving the app.
It also gives Spotify another way to keep users engaged as it expands beyond its original music-streaming business. The company already offers audiobooks and video podcasts, and by late 2025, almost 500,000 video podcast shows were available on the platform.
Some listeners would still rather Spotify stick to audio
Spotify's growing focus on video has created some friction with people who open the app simply to listen. WIRED reported that videos had sometimes played automatically, consuming additional data and battery life. In other cases, the video replaced the album recording with audio containing dialogue or sound effects.
Spotify has since added settings that let users disable music videos, Canvas animations, and video podcasts, giving audio-only listeners a way to remove most of the app's visual features.
Even so, finding a particular music video can still be hit or miss. WIRED also found that Spotify's catalog appeared inconsistent, with some videos available while others were missing.
The bigger question is whether Spotify can persuade listeners to become viewers. If it can, the next breakout music video may begin not with a YouTube search, but inside a personalized Spotify playlist.
from Mashable https://ift.tt/aoNuKQL
