Spotify added "Videos for You", a personalized playlist featuring music videos, live performances,
and covers for Premium users in markets where the feature is available.

Until recently, thinking about discovery within a DSP meant thinking about songs, playlists, radio, algorithmic mixes, or editorial recommendations.

Now, video is also starting to become part of that journey.

A video is no longer just something someone looks for after already knowing a song.
It can also become an entry point to discover it.

A live performance can show an energy that the studio recording may not capture. A cover can open a song to a different audience. A session can say something about a project that cover artwork or a bio may not be able to express.

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When video enters a personalized experience, it stops being only a campaign asset and starts becoming an extension of the catalog.

This also pushes us to think more carefully about what is delivered and how it is delivered.

Not every video serves the same purpose. Some drive discovery, others deepen connection, some help sustain a song after its release, and others give more context to a project.

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If a DSP starts recommending visual content as naturally as it recommends music, audiovisual strategy can no longer be left for the end.