Spotify is obtaining licenses for live concert videos and setting aside tickets for passionate fans.

      Spotify has engaged with concert promoters to license live festival video rights and has secured a multi-year agreement with Live Nation to facilitate pre-saving tickets for its most devoted Premium subscribers. These strategies are part of Spotify's effort to expand into video as a response to a 5% decline in advertising revenue.

      According to Bloomberg, Spotify is in discussions with concert promoters to stream live video from music festivals as the company aims to establish itself as a key player in the live music scene. This follows the addition of footage from live events, including a Dua Lipa concert in Mexico City.

      In tandem with these video discussions, Spotify has entered into a significant agreement with Live Nation, the leading concert promoter and ticket seller globally, launching a feature known as Reserved. Beginning this summer with select U.S. tours, Spotify will identify an artist's most engaged fans and reserve up to two tickets per user ahead of the public sale.

      Eligibility hinges on streaming habits, including how frequently a person listens, the duration of following an artist, and the organic nature of their engagement. Notified eligible users will receive an email and in-app alert with approximately a 24-hour window to purchase. Bloomberg noted that Spotify is investing tens of millions of dollars for the ticketing rights, outpacing competitors like Apple and Amazon for exclusivity with Live Nation.

      This model resembles the presales offered by American Express to their cardholders, with the distinction that Spotify's leverage comes from streaming data rather than purchase history. Initially, Spotify intended to bundle ticket access within a pricier "super premium" tier, but this plan was discarded. Instead, it is implementing perks to make transitioning from free to paid subscriptions more appealing or to justify the current Premium pricing as competition intensifies.

      Spotify’s focus on live video aligns with its broader strategy to enhance its presence in video content, which has been underway for over a year. The platform has secured rights for premium music videos, acquired podcast video rights, and established a $100 million joint venture with Netflix for Jay Shetty's On Purpose podcast, moving the video version exclusively to both services. CEO Daniel Ek has outlined a vision for 2026 in which Spotify transforms from a music streaming service into a full-fledged media platform.

      The financial implications of this video approach are significant. Spotify experienced a 5% year-over-year drop in ad-supported revenue, totaling €385 million in the first quarter of 2026, marking its second consecutive quarterly decline. Video advertising typically commands higher rates than audio, and maintaining user engagement through video rather than just audio generates additional advertising opportunities.

      YouTube has demonstrated the viability of live concert streaming for over ten years, relaying events like Coachella to millions who are unable to attend. Disney and Hulu have followed suit by broadcasting festivals such as Bonnaroo. Spotify's entry into this market would introduce a competitor with a unique advantage: the platform already understands which artists its 761 million monthly users favor.

      This user base, with 293 million on Premium plans, strengthens the ticketing strategy. Live music serves as a major revenue source for many artists, and Spotify aims to act as a bridge between musicians and the fans most likely to buy tickets. The platform currently showcases concert listings and podcast snippets to engage users across multiple formats.

      However, this expansion has generated some friction within the music industry, with concerns that Spotify's diversification into podcasts, audiobooks, and video could dilute artists' revenue share. In response, Spotify argues that it is developing tools to help artists monetize their most engaged audiences, not just their overall stream counts. The introduction of a verified artist badge this year, which excludes AI-generated profiles, reflects an effort to establish trust.

      The extent of live video content Spotify will ultimately secure remains uncertain, as Bloomberg's report indicates ongoing discussions rather than finalized agreements, and the company has refrained from commenting on financial details regarding ticketing. Nevertheless, it is clear that Spotify aims to control the entire journey from song discovery to concert attendance, and is investing heavily to achieve this goal.