SPOTIFY is adding video features, taking on Netflix and YouTube by putting streaming clips alongside its music catalogue. It has also rolled out new recommendation features that will let the app play different music depending on the time of day.
The new features has launched with a range of content, including films from Vice News and video podcasts from Nerdist and Comedy Central. It also features audio podcasts.
The videos will be fully integrated into other tools from Spotify, like its new playlist features. Those choose certain music depending on the time of day, and will do the same for video and podcasts - offering up thoughtful videos on the morning commute, for instance.
Those playlisting features could be an attempt to take on Beats Music, which is set to be re-launched by Apple after the latter acquired it last year. One of Beats Music's central selling features was the fact that it could choose playlists according to different inputs, like mood.
Spotify says that the time of day, which is access through the "Now start page", uses selections "from our in-house experts and your personal collection".
The app also features new running tools, which include features that will suggest music depending on how quickly people are running, and a new song format that will change using on their speed. The company will also be teaming up with Nike and offering the functionality in its app.
The video agreement comes with tie-ups with many huge video companies, including TED, the BBC and MTV. It also has content from non-traditional video streams like Slate and Elite Daily.
The company said that it would be adding new video content in the months to come. Some of that would be original to Spotify, most of which will be centred around Music, said CEO Daniel Ek.
"We're bringing you a deeper, richer, more immersive Spotify experience," says Daniel Ek, Founder and CEO at Spotify. "We want Spotify to help soundtrack your life by offering an even wider world of entertainment with an awesome mix of the best music, podcasts and video delivered to you throughout your day. And we're just getting started."
The feature was launched with content from American TV show Broad City. The stars of that series appeared on stage at the event.
The new features will be launching on the iPhone app in the UK, as well as Germany, Sweden and the US. It will be rolled out to other platforms and countries later on.