Tidal has launched a new feature called ‘My Video Mix’ which, as you will have guessed from the name, offers a series of video playlists to users.
Blending human editors’ recommendations with machine-driven picks based on users’ listening habits, My Video Mix will serve up to eight different playlists grouped by artist and ‘music clusters’.
The Tidal player has also been refreshed with this in mind, adding a new Videos tab to showcase that the service has over 250k music videos in its catalogue. “From original content, to full-length movies and stunning visuals from artists in its unparalleled video catalog, Tidal provides its members with a well-rounded music experience,” said Lior Tibon, Tidal’s COO in a statement. “My Video Mix and the app redesign reaffirms Tidal’s commitment to create a best-in-class experience for members.”
While other DSPs are heavily pushing podcasts alongside audio, it is interesting that Tidal (which also has podcasts, it should be noted) is going down the video route. That said, habitual behaviour leads music fans to YouTube when they want to watch a music video, so this is unlikely to prove a huge customer acquisition hook for Tidal.