Spotify has launched a new “Partner Program” aimed at helping podcast creators monetize their video content on the platform. This move marks a direct challenge to YouTube’s dominance in the video podcast space. The new program allows creators to earn revenue based on the engagement their video podcasts generate, moving beyond Spotify’s existing ad revenue model.
While creators have long been able to monetize their audio podcasts on Spotify, the company is now incentivizing them to produce video components alongside their audio shows. Spotify’s push into video podcast monetization mirrors YouTube’s shared ad revenue approach, where creators are compensated based on viewer engagement. This strategy comes as Spotify seeks to grow its video podcast ecosystem, which launched in 2022.
In addition to the Partner Program, Spotify announced that premium subscribers will soon be able to enjoy video podcasts ad-free, enhancing the viewing experience and potentially attracting more users to consume video content on the platform. According to Spotify, more than 250 million users have watched video podcasts on the service since its launch, and nearly two-thirds of podcast listeners say they prefer shows with a video component.
Spotify also revealed that the number of creators publishing video podcasts has increased by more than 50% year-over-year, with over 300,000 video podcast shows now available on the platform. With these new features, Spotify hopes to attract both creators and listeners to make its platform a more competitive player in the video podcasting market, which has long been dominated by YouTube.
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