Spotify's music video feature is designed to enhance the overall music streaming experience and encourage users to engage more with the content. According to the company, listeners who discover a song and watch the music video on the app are 34% more likely, on average, to stream the song again the following week. By offering music videos, Spotify is attempting to attract music fans who have traditionally used YouTube as their primary source for music videos. YouTube's native support for music videos has been a major draw for many users, and Spotify is hoping to capitalize on this trend by offering a similar experience.