As a music streaming market leader, Spotify has already changed the face of the music industry in a major way.

And, per a new report has it that the music listening platform is in talks with streamer with Bloomberg to test full-length music videos within its app.

In the same way that Apple Music does, the move would see Spotify head straight after the market share of services with a strong visual component, like YouTube.

Given that most people already listen to music via streaming services, Spotify’s decision to enter the full-length video market with its 500 million+ users could be a game-changer.

Through looped videos that play in the background of songs and recently introduced TikTok-style short-form videos aimed to accentuate artist storytelling, the service has already been gradually integrating video into its technical offering. This feature superseded Spotify Canvas.