Spotify Ltd. signaled on Thursday that it’s getting more serious about podcasting, unveiling a new visually enhanced format called Spotlight that will cover news, culture, politics, sports and entertainment.

The world’s biggest paid music service is teaming up with the likes of Buzzfeed News, Refinery29, Cheddar, Crooked Media, Lenny Letter, Gimlet Media, Genius and The Minefield Girl. Spotlight will also include content from Spotify’s original series, such as “RISE,” “Secret Genius,” “Spotify Singles” and the new “Viva Latino” podcast.

Courtney William Holt, Spotify’s head of studios and video, said Spotlight “merges great storytelling, news, information and opinion with visual elements all delivered in playlist form across a number of content categories.”

As for what to expect, Buzzfeed Editor-in-Chief Ben Smith said its show will be audio at first but with visual elements such as infographics, adding that Buzzfeed will be bringing an “award-winning audio team, world-class journalism” to Spotify to “get listeners up to speed every morning.”

The company, as large and popular as it is, has been struggling to turn a profit because of the cost of music rights. Only recently Spotify found itself facing more lawsuits, with artists and publishers demanding more than $1 billion for allegedly using songs without a license.

By branching out into more visual content, Spotify could capture more advertising revenue and subscribers, something that might put the company in a good position as it prepares for its initial public offering expected sometime this year.

“I know people are coming to Spotify to listen first, but we’re starting to build something new,’’ Holt told Bloomberg in an interview. “I want to create content that can be seen and listened to.’’

The service is only available in the U.S. right now but will roll out to other countries in the future. The first shows will roll out in February.

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