The news: Spotify now lets users disable videos that play with podcasts and music. The controls are rolling out globally across all devices, and Family Plan members can also restrict video content for everyone on their subscription.

Spotify’s priority: The move indicates that Spotify is focusing on what it’s most known for: Audio. The company recently highlighted research emphasizing the potential of interactive audio experiences to draw attentive audiences:

• A Spotify spokesperson told EMARKETER that in-focus app time is up 18% YoY for its ad-supported users; this is directly translating into better ad performance as audio ads see a 14% increase in CTRs.
• Spotify highlighted that audiences are 36% more likely to trust music and podcast ads than social media ads, while 80% of advertisers agree that audio offers heightened trust in the digital media landscape.
• 92% of consumers pause online activity to stream audio. Seventy percent of advertisers say that audio effectively captures focused attention.
• Half of all consumers find voice-driven brand interaction appealing; 85% of advertisers say that interactive, conversational audio is the future of advertising.

Visual remains part of the mix: Adding flexibility to video options doesn’t mean Spotify is abandoning visual ad formats entirely. Spotify recently began testing interactive carousel ads, a swipeable format where advertisers get up to six visual cards with links, images, and pricing details.

A recent update to Spotify’s Sponsored Playlists format also gave marketers access to visual, immersive ad placements that give brands a 100% share of voice on top playlists.

Spotify also revamped its Apple TV app last year, allowing users to watch music videos and video podcasts on their TV.

Implications for marketers: Spotify is doubling down on its biggest differentiator—capturing consumer attention through audio—which strengthens the platform’s appeal for brands looking beyond crowded visual channels. Spotify is broadening its non-audio ad offerings, but its latest settings update suggests it is unwilling to expand visual formats at the expense of the user experience.

Combined with its meaningful share of ad-supported digital audio listeners, Spotify’s audio-first push gives marketers more reason to view the platform as a differentiated ad environment.