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Spotify Is Coming After Apple With a New Podcast Initiative

  • Streaming company promotes shows from established producers
  • Top music site tries to diversify offerings beyond songs
Spotify Ltd. in Berlin, Germany, on June 17, 2016.
Photographer: Krisztian Bocsi/Bloomberg

Spotify Ltd. is tiptoeing into new businesses again.

The No. 1 paid music streaming service has agreed to promote podcasts in its app and via ads on buses. In return, the hosts of “Reply All,” “Pod Save America” and “The Bill Simmons Podcast” agreed to talk up Spotify on social media and during their shows, which cover topics ranging from internet subculture and politics to sports.