Spotify is expanding beyond music streaming and aiming to become a one-stop destination for music fans. The company is exploring ways to connect listeners with artists, concerts and video content, while also creating new sources of revenue.
According to reports, Spotify has been speaking with concert promoters about securing rights to stream live video from music festivals. The company has already begun adding live performance footage to its platform. Including content from a recent Dua Lipa concert in Mexico City.
At the same time, Spotify has signed a multi-year agreement with Live Nation, the world’s largest concert promoter and ticket seller. The partnership introduces a new feature called Reserved, which will launch on selected US tours this summer.
Reserved gives an artist’s most loyal Spotify Premium listeners early access to tickets before they go on general sale. Spotify determines eligibility using listening data, such as how often users stream an artist, how long they have followed them and whether their activity appears genuine. Eligible fans receive an email and app notification, giving them around 24 hours to buy tickets.
The move is similar to credit card concert presales, but instead of rewarding spending, Spotify rewards fan engagement. The company hopes these exclusive benefits will encourage more users to subscribe to Premium.
Spotify’s growing interest in video is also driven by business needs. Advertising revenue from its free service fell by 5% in the first quarter of 2026. Video adverts typically generate more income than audio adverts, making video an attractive area for growth.
With 761 million monthly users, including 293 million Premium subscribers, Spotify already has a strong understanding of listeners’ interests. This gives it an advantage in both ticket sales and live video content.
While some in the music industry worry that Spotify is moving too far beyond music, the company argues that these new features help artists build stronger relationships with their most dedicated fans. Its goal is clear: to be involved in every stage of the fan experience, from discovering a song to attending a live show.
