As competition in the music streaming business looks set to intensify, and with rumours of a big-play by Apple coming in the next few weeks - Spotify has been busy developing new features to stay ahead of its competitors.

The app will broaden its offering to include video clips, a focus on podcasts, intuitive features that try to sync content to the flow of users' days - and new fitness add-ons.

Content will be supplied through partnerships with a number of high profile media outlets, including the BBC, NBC, Comedy Central, Vice News and ESPN.

Daniel Ek, chief executive says that Spotify will remain “a music company at heart” - but adds that he recognises that users want additional content.

The running feature will use the accelerometer on your phone to choose music to sync to your running pace. This will initially be available through the Spotify app - but later there will be tie-ins with Nike's running apps and RunKeeper.

Mr Ek discussed the announcements with TechCrunch: "It turned out when we got to know our users and their patterns a little bit better, they really enjoyed co-mingling music and other types of content throughout their day. When you think about it, it’s pretty natural. Terrestrial radio has been doing this for decades, interweaving news, entertainment and music all in the same stream."

While Spotify has become the early front-runner in the music streaming market in Europe and North America - there have always been questions about the long-term viability of its business model. 2014 results showed that the company increased its revenues by 45 percent to €1.08bn - but its operating loss also trebled in the 12 months, coming to €162.3m.