Digital media platforms are all about one thing: content. Apple has known this for years, and that’s why the company has expanded its iTunes Store to include much more than just music. And while Apple was a trailblazer in its adoption of podcasting, other players have followed suit over the years. Now, it looks like Swedish music streamer Spotify is poised to add podcasts to its own platform.

According to Bloomberg Business, Spotify has held some talks with potential content partners that would bring podcasts to its streaming music player. It’s not yet known who these potential partners may be, or if the Spotify platform will be as open as the iTunes Store in terms of accepting podcast submissions.

The article notes that Spotify is already streaming some content similar in nature to podcasts:

Spotify, which hosts some podcast-like audio such as Spanish lessons along with millions of songs, plans to add more non-music programming, according to the people, who weren’t authorized to speak publicly and asked not to be identified. While the discussions have occurred for several months, there is no firm plan or introduction date, one of the people said.

One problem that all music streaming services face is the high cost of licensing songs from major labels. Since podcasts are ostensibly free, Spotify adding them to its platform would be an easy way to bolster its catalog with a diverse array of content without having to cut big royalty checks to producers. Podcasting within Spotify may even include video, allowing users to switch between audio and video on the fly.

This news follows other recent moves by Spotify competitors. Last year, Apple acquired Swell, a spoken word-focused audio streaming app, and Deezer bought out Stitcher. It’s still unclear as to why the bigger companies in both those deals even made these moves. But in the end, it all comes down to the content. Everyone’s looking for more of it or at least, different ways to curate and distribute it.