How to make a content platform grow? One way is to give legs to its content by adding new, adjacent content. Also known as economies of scope, it's an efficient growth strategy (just ask Netflix) and is exactly the one that Spotify is doing right now.
It started with Spotify Landmark, a show featuring original content like interviews with surviving creators of Nirvana's "In Utero." The occasion was fitting: it was the album's 20th anniversary.
But what's happening now is that Spotify's going beyond a dedicated original programming "channel" and starts to compete with publishers. All the better for the users: having a stream of songs, discovery mechanism, and related articles all in one place is a definitive experience win. It is a business win for Spotify, too, as it allows charging advertisers more for their ads, and charging more per subscription because of additional value it offers.
The question is whether it makes sense for Spotify to stop there. Already a valuable and scalable distribution platform, it can easily venture in other types of content beyond songs and music-related articles. At the end of the day, it doesn't matter what content it chooses to stream - as long as the content makes sense for its users.