Spotify has added video ads to its app on Roku devices, which is expected to pave the way for broader push into connected TV for the music streamer.

The Spotify app has been on Roku for over a decade – beyond music, it also features video content like artist clips, music videos and video podcasts. It has also incorporated ad formats such as sponsored sessions and call-to-action cards.

The partnership with Roku adds another way for brands to reach Spotify’s audience of more than 500 million users and increase the impact of their spend with Spotify. It includes taking Spotify’s Video Takeover ad experience – which can already be used on mobile, tablet and desktop devices – and expanding it to include CTV devices, beginning with the Roku platform. More video ad products, such as video podcast ads, will be added to this offering in the near future.

“As a long-time leader in the streaming space, we’ve had a front row seat to audiences choosing streaming to enjoy content and advertisers following suit to reach them,” says Lee Brown, Spotify’s global head of advertising business and platform. “It’s long been our goal to make Spotify available to anyone on any device and this partnership with Roku answers the call from advertisers who want even more ways to reach our users.”

Spotify also describes this expansion as the first step towards the upcoming launch of the Spotify CTV Partner Network, though the company did not provide more details on what that network would include or when exactly it would be launched.

“As long time partners, we’re excited to launch Spotify’s TV streaming video ads that will reach both of our streamers on platform and drive measurable campaign impact for brands,” says Alison Levin, VP of ad Revenue and marketing Solutions at Roku. “Roku and Spotify are uniquely positioned to make the largest screen in the home work harder for brands.”