With rumours suggesting Apple is about to launch a Beats branded music streaming service, Spotify has taken the initiative and launched a new version of their streaming app, complete with many new features.
The headlining new feature that has everyone talking is the addition of video to the previously audio-only streaming service. With "entertainment, news and clips", and even full TV show episodes, coming from a variety of content producers, including ABC, BBC, Comedy Central, Condé Nast Entertainment, ESPN, Fusion, Maker Studios, NBC, TED and Vice News, Spotify will now be known as more than just that "music streaming service".
Taking a leaf out of the Netflix playbook, Spotify will also be producing their own original content, from curated radio shows to Dance Move of the Day produced by Amy Poehler’s Smart Girls brand.
The other major new feature introduced by this update is Spotify Running. From a light jog to a full speed sprint, Spotify Running will change and adapt your playlist based on your tempo. With sights set on Apple, Spotify has also inked a deal with Nike (a long-time Apple partner) to introduce Nike+ app support for Spotify Running, which will be coming soon later this year.
Other new features include a revamped start page, including a time aware "Now" service that recommends songs based on the time of day and your listening habits. The recommendation AI has also been updated to provide more accurate suggestions, or unearthing more hidden gems out of the estimated four million tracks that have never been listened to by anyone on Spotify.
Users of the iPhone Spotify app in the US, UK, Germany and Sweden should begin to see the new version rolled out to their devices shortly, with other countries and other devices expected to receive the update throughout the rest of the year.
