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Spotify is set to introduce a new revenue-sharing model for video podcast creators, marking a significant shift in its strategy to challenge YouTube’s dominance in the video podcast space. Starting January 2025, creators in the United States, Canada, the UK, and Australia will be able to earn revenue based on how many views their video podcasts receive. This move aims to attract more creators to Spotify and bolster the platform’s position in the competitive podcasting market.
According to a Business Insider report, the new payments will include a share of subscription earnings and video ad revenue. However, the exact payment rates have yet to be disclosed. The company emphasized that the new system would provide creators with an additional path to monetization, beyond just ad revenue. This approach is in line with Spotify’s broader efforts to empower creators and enhance their creative freedom, as noted by Spotify CEO Daniel Ek during the company’s Now Playing event at its Los Angeles campus.
“By giving you guys, the creators, another path to monetization beyond ads, we’re freeing you up to do what you like doing, which is creating,” Ek said to a crowd of creators and industry professionals.
To be eligible for the revenue-sharing program, creators must meet specific criteria: they need to upload and host content through Spotify, have at least 10,000 streamed hours from 2,000 unique users in the previous 30 days, and publish a minimum of 12 episodes. These requirements are designed to ensure that only active and engaged creators are included in the program.
This initiative comes as part of Spotify’s ongoing battle to capture a larger share of the podcast market, which has seen YouTube remain a dominant player. A survey conducted by Cumulus Media and Signal Hill Insights earlier this year revealed that 31% of weekly podcast listeners prefer YouTube for podcast consumption, followed by Spotify at 21% and Apple Podcasts at 12%. In response, Spotify is making strategic moves to enhance its offerings for video podcast creators and viewers alike.
Additionally, Spotify has announced it will no longer play ads on video podcasts for premium subscribers, a move designed to increase video consumption on the platform. Creators will still be allowed to feature their own host-read ads within their podcasts, providing them with greater flexibility in monetizing their content.
Spotify is also rolling out an updated mobile app experience, which will include new tools for creators, such as analytics and monetization features. One of the standout additions is the introduction of podcast clips—short, vertical video snippets that creators can use to promote their full episodes on social media and other platforms.
As the video podcasting landscape continues to evolve, Spotify’s new revenue-sharing model could significantly reshape how creators approach monetization on the platform, offering them new opportunities to thrive in a competitive environment.
Sources By Agencies
