Apple is partnering with digital platform TuneIn to strengthen its radio reach and better compete with Spotify, per the Wall Street Journal. The move will see Apple distribute its radio stations across connected cars and home speakers globally and marks the first time Apple’s current radio stations will be accessible outside of the Apple Music app. Apple’s radio push could breathe life into its struggling streaming units, attracting listeners who haven’t considered Apple Music and potentially drawing in advertisers who are looking for access to Apple’s library.

As digital audio consumption increases, the advertising market in Canada is developing rapidly to reach new listeners.