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It’s a way to enrich the audio experience-for fans and creators alike.”

In a press release, the company said adding video allows the makers of podcasts to “connect more meaningfully with their listeners, expand viewership, and deepen audience engagement. The maturation of podcasting in the intervening years – and the comfort level of audiences with straightforward video – could benefit the new offering, which is aimed at boosting advertising opportunities. It mounted an original content effort designed to position it as a player in the video streaming space, but abandoned that initiative in 2017.

Spotify CEO Daniel Ek Says Company Will Be "Very Diligent" In Assessing Further Podcast Investments As Talent Deal Renewals Loom