Streaming music service Spotify has proven in the past that its integration with an audience has been quite effective, between paid subscribers and free listeners alike. And it’s slowly been expanding this service, even reaching out beyond mobile and desktop devices with the launch of a new PlayStation app. However, its latest move – into new types of format – could be the biggest yet, both in terms of outreach and advertising possibilities.

Rolling Stone has reported will now include more original programming, enabling the integration of both video and podcast content. This includes content from a number of services, including Disney, ABC, NBC, ESPN, BBC News, Comedy Central and MTV, among other partners. A number of artists will be contributing to said content, including Icona Pop and Type, the Creator, and video from comedienne Amy Poehler (Parks and Recreation). The move is meant to make Spotify more competitive with other services, like VEVO (a popular video channel on YouTube) and Vimeo. It should begin rolling out over the next month.

This will open up a number of new opportunities for advertisers, not only to sponsor certain shows (such as Spotify Sessions, which will focus on a variety of musical artists), but also ads to integrate with the video content. Spotify hasn’t laid these plans out just yet, as it’s focused more on the genuine experience that users will get from these new add-ons.

“We’re bringing you a deeper, richer, more immersive Spotify experience,” said Daniel Ek, Spotify founder and CEO. “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 the day.”

One advertiser is already on board, as Spotify will team with Starbucks for a new music “ecosystem,” with music programmed by actual baristas for play within their coffee shops. As part of the program, fans of the popular coffee shops will be able to earn loyalty points for using Spotify, although specific rewards haven’t been mentioned as of yet. (Free coffee, perhaps )

That’s not all, as Spotify mobile apps also have a new feature that detects the speed of someone’s running or walking pace, and provides music that’s around the same tempo. This will tie in with a new Spotify Running service to launch later this year, a collaboration between the music service’s RunKeeper system and co-sponsor Nike.

The company has recently been pushing to up its subscriber base, despite some certain bumps along the way (like Taylor Swift removing her music from the service, insisting it should be “free”), and this move should no doubt help it expand both its audience and advertising possibilities. The only question is to what extent ads will be used – and if it could attract consumers to give the premium service a try. Only time will tell.