• by Wayne Friedman , Staff Writer, 8 hours ago

The largest music streaming service wants to turn up the volume when it comes to video content.

Spotify, a service of nearly 700 million global users (including 270 million premium subscribers) is pushing to add more video content to be aligned with its music content, according to one report.

The effort is measured, however.

The service isn’t necessarily looking for exclusive video content -- non-exclusive content will do. This comes with the knowledge that while its users are listening to music via the service, those subscribers also run some video content at the same time.

Spotify has witnessed growth in audio and/or video podcast content -- which seems to have its executives setting their sights on YouTube, in some modest way. The Google-owned video service has risen to become the number one video podcast platform with more than one billion active viewers for that content.

For its part, Spotify has 40 million monthly active podcast U.S. users. According to the report, The Ankler touts that 300 million of its users have watched a video podcast.

But the emphasis going forward seems more on music-oriented video content -- where Spotify would be again running headlong into a major segment of YouTube’s business.

At the same time, another report suggests that YouTube wants more from its subscription revenue businesses.

Two of its biggest areas are with YouTube Music and YouTube Premium -- the ad-free option of the video platform. Two other subscription products are more legacy TV focused: YouTube TV, the virtual pay TV service, and NFL Sunday Ticket.

Strong media companies continue to seek ways to get into each other’s businesses.

Spotify and YouTube hedging efforts to grow -- at least incrementally -- makes sense.

Overall, video seems to be a major focus. We can see and listen to all that.