You don’t need Google Translate to get the gist of Swedish news site Breakit’s latest headline: “Videoflopp för Spotify”.

Digging deeper, though, the story contains one startling claim about Spotify’s video offering – Vice Media suggesting that “Spotify has shut down the entire service” – as well as the suggestion that viewing of video on the streaming service is “almost non-existent”.

Spotify’s first set of video-licensing deals appear to have run their course, and according to Breakit, a number of them are not being renewed. The report sparked a response from Spotify denying the shutdown aspect of Breakit’s story.

“We’re 100% committed to video and podcast content and exploring new and fresh ideas for our audience, and we have lots of great original content available now or coming soon, such as our Landmark Metallica documentary,” said a spokesperson.

“We work with many different non-music content partners to develop and deliver content, and that roster of partners naturally changes from time to time.”

Indeed, Spotify is focusing less on licensing in existing shows, and more on commissioning its own original music formats now: a strategic shift rather than a shutdown. It’s too early to tell whether that will drive more video viewing on Spotify, however.

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