Spotify now will encompass shortform videos announcing partnerships with Disney’s ESPN, NBC, and Comedy Central. Deals with NBC and MTV are also in place. “We’re a music company at heart,” CEO Daniel Ek said at the company’s press event today. The new content and features are launching this week for users in the U.S. By entering video space, Spotify will be facing off with the likes of YouTube, who currently dominate the market. The idea is said to steer Spotify’s base of music listeners toward video with the goal of extending the playlist of their day in new ways. Spotify’s current video partners include Comedy Central’s Broad City, Legendary Entertainment’s Nerdist Industries, Disney’s Maker Studios, Fullscreen, the BBC and TED.