There's been a lot of chatter about Spotify's ($NYSE:SPOT) future of late, and it all has a lot to do with the fact that the music streaming service needs to diversify its offerings in order to remain an appealing service. In addition, as Bradley Chambers of 9to5Mac points out, Spotify needs to find a way to increase its ARPU (average revenue per user). He calls it Spotify's "House of Cards" moment: that moment when the company needs to find a way to make more money off of its users by adding premium products that increase its implicit value.

Hiring data collected over the past three years indicates that Spotify is already well aware that it needs to focus on content. Overall hiring at the company has been trending up, with accelerating talent acquisitions since the May, 2018 IPO.

Historically, Spotify has hired for Engineering and Product Development positions. That is, it's always known that it needed to build a product that people wanted to pay for.

But, just in the past two months, we're seeing accelerated hiring for Spotify's "Content" division.

Once a division that was only slightly in demand, "Content" openings shot to the second most-common job-listings category at Spotify by the fifth week of 2019.

Several new trends in the openings at Spotify are for programming managers for new content types, including Sports and Kids and Family.

Title

Title (Count)

Content Programming Manager - Kids and Family

2

Kids and Family Lead, Spotify Studios

2

Senior Policy Manager, Trust & Safety

2

Sports Lead, Spotify Studios

2

Artist & Label Marketing Coordinator, Australia & New Zealand

1

Content Programming Lead – Kids & Family

1

Creative Producer, RapCaviar

1

Data Scientist – Content Knowledge

1

Manager, Artist & Label Services - Indonesia

1

Jr Technical Content Programming Manager

1