Sources say Spotify will finally support full MV playback in response to competition between Apple and Google

CTOnews.com Swedish streaming giant Spotify has begun discussions with partners to add full-length music videos (MVs) to its app. If the feature is officially launched, MV playback will be one of Spotify's most significant feature updates in recent years.

Spotify video service is no stranger to Spotify users, as Spotify already supports video podcasting services and supports 30-second video clips for songs to help promote new songs and album releases.

By contrast, Spotify's main competitors Apple Music and Google's YouTube Music already offer full-length MV streaming services. In Apple Music, users can find all of the latest and most popular music videos, as well as video interviews with artists and live recordings from Apple Music Live. YouTube Music extracts all music videos directly from YouTube and easily switches between audio and video.

Spotify hasn't had any official confirmation or announcements about the new plans or when they'll come up, but Spotify does keep moving forward with new services to strengthen its competitiveness.

CTOnews.com previously reported that Spotify is preparing to launch a more advanced subscription plan, which includes Hi-Fi audio, which is understood to provide CD-like sound quality through lossless compression. The service is expected to launch first in markets outside the United States in 2023.