Swedish auto streaming platform Spotify is planning to hire hundreds of staff members to boost its advertising sales in Europe, Australia, and Canada.

The streaming platform is ready to increase revenue from its customers who don’t pay a monthly fee but make up the bulk of its user base.

Lee Brown, Spotify’s head of advertising business, said, “We are increasing our ads business marketing workforce by over 70 percent in Europe, Australia, and Canada, and that’s off a pretty sizable base, Reuters reported from Stockholm.

“We’re investing in our advertising business. As far as a long-term strategy, I think gone are the days of advertising being less than 10 percent of our overall revenue,” Brown added.

The streaming platform has also hired an ad industry executive with 25 years of international experience to lead international sales.

The company is also looking to add more tools for advertisers which will make its podcast advertising in Germany, France, Spain, and Italy.

Spotify has been spending hundreds of millions to beef up its podcast business with its competitive company Apple who has intensified after both launched paid subscription platforms for podcasters earlier this year.

The Swedish company is expected to overtake Apple in podcast listeners for the first time this year.