Spotify iPhone users in some markets will be able to watch videos, in addition to streaming music, sometime week. The app will be updated to support video content for users in the U.S., the UK, Germany and Sweden.

Spotify first announced its video plans in May 2015, and has soft-launched the features in those countries, according to The Wall Street Journal:

Spotify has been gradually testing video on its apps over the past several months with less than 10% of its users in the four launch markets, said Shiva Rajaraman, Spotify's vice president of product. The content mostly consists of short clips (think snippets from " Jimmy Kimmel Live"), though some companies, like Tastemade, are also developing original, music-themed series specifically for Spotify.

The new video content will be available for both free and paid Spotify subscribers. The clips themselves will not contain any ads, at least at first, but Spotify does believe videos will become "an important revenue source" in the future — which means ads are coming, eventually.

Source: The Wall Street Journal