Spotify has announced that it will begin paying podcast hosts who create popular videos on its platform as part of a new initiative aimed at competing with YouTube’s dominance in the video podcasting space. This new initiative is called the “Partner Program,” which allows creators to monetize their content beyond just ad revenue.
While creators have already had the opportunity to monetize their podcasts on Spotify, the company is now incentivizing them to include video components alongside their audio shows. By rewarding podcast hosts based on the engagement their video content generates, Spotify is following a model similar to YouTube’s, which shares billions of dollars in ad revenue with creators each year.
The streaming giant also revealed that it would introduce a feature allowing premium subscribers to watch video podcasts without ads. This move is designed to offer an uninterrupted viewing experience, potentially encouraging users to watch more content on the platform. Spotify is betting that this ad-free viewing option will give it an edge over YouTube, which continues to lead the video space.
Since launching video podcasts in 2022, Spotify has seen over 250 million users watch video podcasts on the platform. In addition, nearly two-thirds of podcast listeners have expressed a preference for podcasts that include a video component. The number of creators publishing videos on Spotify has grown by over 50% year-over-year, and there are now more than 300,000 video podcast shows available.
Spotify’s CEO, Daniel Ek, emphasized the company’s commitment to providing a superior viewing experience. “By delivering a best-in-class video offering uninterrupted by ad breaks, combined with Spotify’s flexibility and ubiquity, we can provide an experience for your audience that is superior to any platform,” Ek said in a blog post. He also highlighted the importance of offering creators new ways to monetize, allowing them to focus more on creating content.
The changes are set to go into effect on January 2, 2025, in the U.S., U.K., Australia, and Canada. Eligible creators will be able to apply for the Spotify Partner Program and start earning from their video podcasts.
As part of its push to expand video content, Spotify is planning to roll out more video features, including video chapters, comments, pinch-to-zoom, and thumbnail scrubbing. The company is also enhancing personalized video recommendations to make it easier for users to discover video content.
In addition, Spotify is introducing a new feature that allows creators to upload clips directly to the platform to promote their podcasts. These clips will appear in the Home feed, Podcasts feed, Browse page, and Now Playing view. Spotify has clarified that this feature is not intended to make the platform a destination for short-form content, but rather to drive traffic to full-length episodes.
Creators will also have the ability to choose custom thumbnails for their video podcasts, similar to how YouTube operates. Spotify is also redesigning its creator dashboard to provide creators with better insights into their performance and growth analytics.