Why is Spotify a video platform now?

the reason why there's this big video push is because it's part of an anchor into the company's deeper push into advertising.

advertisers are more accustomed to buying video ad inventory than audio ad inventory. And if Spotify can get new advertisers on board through video, something that's familiar to them, maybe those advertisers will be more likely to spend on audio elsewhere in the surface.

Benjamins, baby