Spotify is expanding beyond music streaming with a pair of new initiatives aimed at strengthening its role in the live music industry. The company is reportedly exploring deals to stream live festival footage while also launching a new ticket reservation program that gives its most dedicated listeners early access to concert tickets.
The moves reflect Spotify’s broader strategy of becoming a central destination for music fans, connecting artist discovery, video content and live events within a single platform.
Spotify is rewarding its biggest fans with early ticket access
As part of a new multi-year partnership with Live Nation, Spotify is introducing a feature called Reserved. Beginning with select US tours this summer, the program will allow eligible Premium subscribers to purchase tickets before they become available to the general public.
Spotify will determine eligibility using listening data, including how frequently users stream an artist, how long they have followed them and whether their activity appears authentic. Qualified fans will receive both email and in-app notifications, giving them roughly 24 hours to secure up to two tickets before public sales begin.
The agreement reportedly required Spotify to spend tens of millions of dollars to secure ticketing rights, giving the company a valuable advantage in the competitive concert market.
At the same time, Spotify has reportedly approached concert promoters about licensing live festival broadcasts. The company has already begun adding select concert footage to the platform, including performances from major artists such as Dua Lipa.
The push into live video is part of a larger effort to diversify Spotify’s business. Over the past year, the company has expanded its investment in music videos, video podcasts and exclusive media partnerships. CEO Daniel Ek has previously described 2026 as a year focused on transforming Spotify into a broader media platform rather than a service centered solely on music streaming.
The strategy also comes as Spotify looks for new revenue opportunities. Advertising revenue from its free tier declined during the first quarter of 2026, while video content continues to attract higher advertising rates and longer user engagement.
With more than 761 million monthly active users and nearly 300 million Premium subscribers, Spotify appears to be betting that deeper integration between streaming, video and ticketing can strengthen both user loyalty and artist relationships in the years ahead.
