Spotify's response to the growing competition in the music streaming space is to become a ' 24-hour entertainment destination', adding video, podcasts, original content and special features to the service.

Since the service launched seven years ago, Spotify has clocked up more than 25 billion listening hours, and is now looking to incorporate more into its offerings, rolling out a mobile experience built around a user's day and providing music and entertainment for every time and every mood.

“We're bringing you a deeper, richer, more immersive Spotify experience,” says 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 your day. And we're just getting started.

Spotify Runningtargets users who run regularly, and enables them to play music that matches their speed.

“Music is the perfect running companion but sometimes you need even more motivation to push on. That's why Spotify Running is all about helping you go the extra mile,” the company said in a statement.

A user starts running and then Spotify detects the tempo and plays music that matches their pace - run faster and the music and will seamlessly transition to fit the new tempo.

Recommendations will be based on listening history, multiple-genre playlists and original running compositions written by DJs and composers.

Running Originals is a total of six original tracks that are available at launch.

Spotify has teamed up with Nike to release Spotify Running through the Nike+ app later in the year.

On top of this, Spotify is also integrating the RunKeeper app with Spotify Running at the end of 2015.

This feature will be rolled out to all users globally, so will be the most immediate update available in New Zealand.

The Now start page provides users with music playlists to suit a range of moods and times of day.

Now learns what each individual likes and will make recommendations from in-house experts and the user's personal collection.

The new Now experience will begin rolling out to iPhone users in the US, UK, Germany and Sweden first, with more markets and platforms to follow in the near future.

On top of new music features, Spotify is also introducing video content and podcasts.

Entertainment, news and clips will be available from the likes of ABC, BBC, Comedy Central, Condé Nast Entertainment, ESPN, Fusion, Maker Studios, NBC, TED and Vice Media, with more to come.

Spotify will suggest video and audio shows based on what a user has previously watched and liked.

On top of Running Originals, Spotify is introducing a range of exclusive content from Dance Move of the Day produced by Amy Poehler's Smart Girls brand, to curated radio shows presented by artists including Icona Pop, Jungle and Tyler the Creator.