July 10, 2015 11:36 AM EDT

Facebook has quickly become an online video powerhouse, with its users watching four billion videos per day. Now the company is looking to expand its control of the sector by bringing music videos to the News Feed, the New York Times reports. Facebook is in talks with record labels to add a limited number of music videos to its site before the end of the year.

Such a move would put Facebook in even more direct competition with YouTube, which is the most popular platform for young people to listen to music. Almost all of YouTube’s most popular videos are music videos, and the site now has its own music streaming service and music awards show.

On Thursday Facebook denied reports that it was planning to launch its own music streaming service. For now, video seems to be the company’s top priority.


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