Spotify said today it is making music videos available to premium subscribers in the U.S. and Canada, as the Swedish streaming giant challenges YouTube for market share.

Video content offers a more immersive and engaging experience than audio alone, which could help attract more users and advertisers.

Spotify’s shares were up nearly 4% in afternoon trading. The stock has risen around 28% so far this year.

Following the beta launch in nearly 100 markets last year, this move is designed to enhance Spotify’s position compared to music streaming offerings of Apple and Amazon.

Spotify said the initial video catalog will include content from artists such as Ariana Grande, Olivia Dean, BABYMONSTER and Addison Rae.

“We’ve seen that when fans discover a track with a music video on Spotify, the

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