Spotify has begun rolling out video content on the music streaming service in partnership with major media brands like the BBC and Vice Media.
The programming will initially go live in the US, UK, Germany and Sweden with more countries to follow.
At launch, content will be available from content provider partners such as ESPN, Comedy Central, the BBC, Vice Media and Maker Studios – with more to be added over time.
Spotify first announced its video plans last May, positioning itself as a wider entertainment proposition, offering clips andfull episodes of television programming that will sit alongside the core music streaming service.
At the time, the music startup said it had closed deals with the likes of Disney/ABC, NBCUniversal, Turner Broadcasting System, Viacom, BBC Worldwide, Vice Media, Condé Nast Entertainment and Epic TV.
It also said that the video output will include an original content strand from the company itself, called Spotify Originals.