Dive Brief:

• After revealing earlier this month that it was laying the groundwork for video, Spotify laid out more specifics about its video and podcast plans Wednesday, including partnerships with major media companies like ESPN, NBC, Conde Nast, and Comedy Central.
• The music streaming service's Chief Executive Daniel Ek said he sees the move into video as a natrual one for the brand, comparing the shift cable being founded on music videos.
• Spotify is also in talks with Vice News to develop video content that works whether or not a user is actively watching. 

Dive Insight: 

While video seems to be the natural progression for many digital media companies -- Twitter, Facebook, Snapchap -- a music streaming service has a bigger challenge to overcome. With social media apps, users are actively looking at the content. Music streaming is a more passive activity. 

The big media partnerships will likely be key to making video a success on Spotify's platform. Delivering compelling -- and perhaps exclusive -- content on the streaming service could convince loyal Spotify listeners to tune in. In this case, publishers and brands succeed if Spotify does, so luring listeners to view videos will be the challenge to overcome for the music platform.