Music streaming service Spotify will start offering video content with partners including Comedy Central and Vice News as it moves to expand beyond its core business, the company announced Wednesday.
At a press event, Spotify also detailed plans for news and podcast offerings through the partnerships. The company touted an emphasis on personalized playlists and recommendations based on the time of day through its "Now" feature, which rolls out to Apple iPhone users in certain markets Wednesday, beginning with the U.S., United Kingdom, Sweden and Germany. Android versions and further global expansion are planned.
"There's an incredible opportunity to soundtrack your entire day and your entire life. We're taking a huge leap to give it to you," said Spotify CEO Daniel Ek at the event.
Spotify's chief revenue officer, Jeff Levick, told CNBC that the company noticed that while user session times were increasing, people were tuning out to look at other types of content while on its platform. He emphasized that the streaming service still is a music company at its core, but it decided to add the "logical extension" of more kinds of media to create a better experience for its users.
"We focus so much on our consumers and how they are spending time on Spotify and what's important to them," he said. "Obviously they are deeply engaged in music, but there are other content types that they enjoy seeing."
The popular streaming service has more than 60 million users and more than 15 million paid subscribers globally and, according to Levick, boasts a 25 percent free-to-paid user-conversion rate. Its newest relationships come on the heels of a music deal with Starbucks, which was unveiled on Monday.