Spotify is securing licenses for live concert videos and setting aside tickets for dedicated fans.

      TL;DR Spotify has initiated discussions with concert promoters regarding the licensing of live festival video and has finalized a multi-year agreement with Live Nation to allow its most loyal Premium subscribers to pre-save tickets. These developments are part of Spotify's strategy to enhance its video offerings in response to a 5% decline in ad revenue.

      According to Bloomberg, Spotify is in talks with concert promoters to obtain the rights to stream live video from music festivals as the company aims to broaden its role within the live music industry. It has already begun incorporating footage from live performances, including a Dua Lipa concert in Mexico City.

      The discussions about live video coincide with a more concrete initiative. Spotify has signed a multi-year deal with Live Nation, the largest concert promoter and ticket seller globally, to introduce a feature called Reserved. Starting this summer with select U.S. tours, Spotify will identify an artist’s most devoted fans and reserve up to two tickets per individual before the general sale.

      Eligibility for this feature is based on streaming metrics like how frequently one listens to an artist, the duration of following them, and the authenticity of the activity. Those eligible will receive an email and in-app notification offering a purchase window of approximately 24 hours. Bloomberg reports that Spotify has invested tens of millions of dollars for these ticketing rights, surpassing Apple and Amazon to secure exclusivity with Live Nation.

      This strategy resembles American Express's concert presale offerings aimed at retaining cardholders, with Spotify leveraging streaming data instead of spending patterns. The company initially considered bundling ticket access into a higher-priced “super premium” tier but opted against it, choosing instead to introduce benefits that make the transition from free to paid more appealing or justifying the current Premium pricing amid increasing competition.

      Spotify’s pursuit of live video is a continuation of its broader focus on video that has been in progress for over a year. The company has obtained rights for premium music videos, acquired video rights for podcasts, and entered into a $100 million collaboration with Netflix for the video version of Jay Shetty’s On Purpose podcast, which will be exclusive to both platforms. CEO Daniel Ek has indicated that 2026 will mark the year Spotify transforms into a media platform rather than solely a music streaming service.

      The video strategy also has financial implications. Spotify's ad-supported revenue dipped 5% year over year to €385 million in the first quarter of 2026, marking its second consecutive quarterly drop. Video advertising generally has higher rates than audio, and keeping users engaged visually will create more opportunities for ad inventory.

      YouTube has showcased the demand for live concert streaming for over a decade, broadcasting events like Coachella to millions who are unable to attend in person. Following suit, Disney and Hulu have featured festivals such as Bonnaroo. Spotify’s entry into this space would create competition, capitalizing on its existing knowledge of its 761 million monthly active users and their music preferences.

      This user base, with 293 million Premium subscribers, enhances the effectiveness of its ticketing strategy. Live music represents a significant revenue stream for many artists, and Spotify aims to connect musicians with fans who are most inclined to attend their shows. The company also highlights concert information and podcast snippets to maintain user engagement across various formats.

      However, this expansion has not been without controversy. Some in the music industry view Spotify’s diversification into podcasts, audiobooks, and now video as a means to dilute the revenue share for artists on its platform. Spotify counter-argues that it is developing tools that aid artists in monetizing their most committed fans, not just their streaming statistics. The verified artist badge introduced earlier this year, which excludes AI-generated profiles, is part of this trust-building initiative.

      The extent of live video licenses that Spotify will eventually secure is still uncertain. Bloomberg’s report refers to ongoing discussions with promoters rather than confirmed agreements, and the company has refrained from commenting on ticketing financial details. Nonetheless, the intent is clear: Spotify aims to dominate the experience from song discovery to live event attendance and is willing to invest significantly to achieve that goal.