The industry trends in the streaming industry right now suggest you're going to see podcasts being the ticket to business growth. It's been a "slow train coming" in the industry, but in the last few years the engineer on that train has opened up the throttle....a lot. Why?
Well, if I can stream the same music on Tidal that I can stream on Qobuz, or Amazon, or Apple, then why would I choose one service over another? What's the primary market differentiator that would make a customer more "sticky", or make them want to subscribe to one service over another?
Sound quality? Sorry, no. Sound quality is a differentiator for a small segment of the market.
Interface? Yes, for some. But likely not enough to be a primary driver.
Music catalog? While there is some variability in music catalog between streaming services, like the sound quality this would matter to a relatively small segment of the market.
Music curation and discovery? All the services do this in one form or another. Likely not a big needle mover.
More and more, the way that the streaming services can differentiate themselves is by the podcast content they offer. Just like someone might subscribe to the Disney Channel or Netflix because they might want to access specific content on those platforms, streaming services realize that podcast content they offer is a way to attract and maintain a subscriber base.
And beyond differentiation, the ad revenue that can be generated by the advertising that airs between podcast segments is likely the other major driver....and could be the main driver...for the increasing podcast offerings.
I think in the not-too-distant future, we'll stop speaking about services like Amazon HD, Spotify, Apple, and others, as "music" streaming services. Instead, the industry may start referring to itself as content providers, just lump themselves together with other internet streaming entertainment providers.