The Swedish tech company Spotify announced Monday that it is expanding its lineup of original programming. It aims to fend off competing streaming services by rolling out a dozen new musical-themed original shows this year.

The announcement features Trading Playlists, a mini show to document celebrities dealing music in a day and Life in Short, a behind the scene chronicle of an artist's career shown in two-minute friendly videos. These programs will be available for free and premium Spotify users on Android and iOS devices, TIME reported.

According to Bloomberg, last year, Spotify rolled out some video content which was pre-packaged clips from the BBC and Comedy Central. On Monday it will unveil plans for its first slate of original shows. Episodes of every program ranging from a few minutes up to 15 minutes will be available for free and paid Spotify users in the US, UK, Germany and Sweden.

Amassing 75 million users, Spotify is depending on video to attract more new customers and encourage current subscribers to stay and spend more time on the service. This streaming company offers more than 30 million on-demand songs. The main goal is to make those customers use less time on other rivals like YouTube and Apple Music and produce better outcome, TIME added.

Although Spotify is advertizing exclusive video deals, the service has been out missing on some of the biggest albums launches this year. Only last April, Radiohead's A Moon Shaped Pool, Drake's Views from the 6 and Beyonce's Lemonade have all chosen to launch on competing streaming services and remains unavailable on Spotify. The new shows may help prevent users' exodus to other camps like Apple Music or Tidal, which are also working on their own brand of video programming, Bloomberg quipped.

Here is a previous report about Spotify's venture to original videos: