Spotify’s video podcasting landscape continues to thrive, with significant growth in both user engagement and creator activity. In a recent announcement at Spotify’s Now Playing event, the streaming giant unveiled a series of new features designed to help creators grow their audiences, monetize their content, and provide users with a more seamless viewing experience.
Explosive Growth in Video Podcast Consumption
The rise of video podcasts on Spotify is undeniable. As of 2024, over 250 million users have streamed a video podcast on the platform, a significant jump from previous years. Additionally, more than 300,000 video podcast shows are now available on Spotify, up from just a handful a few years ago. This rapid expansion is part of a broader trend: the number of creators publishing video podcasts on the platform has grown by more than 50% year-over-year, reflecting the growing demand for video content.
Popular shows like The Joe Rogan Experience, Call Her Daddy, The Diary of a CEO with Steven Bartlett, and What Now? with Trevor Noah are among the top video podcasts on Spotify, attracting millions of viewers. The surge in both consumption and creator activity signals a shift in how users are engaging with podcasts.
New Features to Help Creators Monetize Video Content
At the Now Playing event, Spotify unveiled a suite of new features that aim to enhance the video podcasting experience for both creators and their fans. These updates, which will roll out in the coming months, are designed to boost creator earnings while also offering users a smoother, uninterrupted viewing experience.
- Uninterrupted Video Podcasts
Starting in January, Spotify Premium subscribers in the U.S., U.K., Australia, and Canada will be able to watch their favorite podcasts without interruptions from dynamic ads. This feature is aimed at enhancing the experience for paying subscribers who want to enjoy content without interruptions. - Spotify Partner Program
A major highlight of the event was the announcement of the new Spotify Partner Program, set to launch in January. The program offers eligible creators a new monetization system, divided into two components: Premium Video Revenue and Ads.- Premium Video Revenue: This feature will allow creators in the U.S., U.K., Canada, and Australia to earn revenue based on the video consumption of Spotify Premium subscribers.
- Ads: Enrolled creators will earn a share of revenue each time a dynamic ad, monetized by Spotify, plays in their video episodes, both on and off the platform.
“The Spotify Partner Program is a game-changer for creators,” said Spotify’s Vice President of Content, Jordan Powers. “It provides them with more opportunities to earn revenue and grow their audiences, while offering our listeners even more of the content they love.”
Eligible creators can apply to join the program through Spotify’s creator portal, creators.spotify.com, starting today.
- Spotify for Creators
In addition to the Partner Program, Spotify is revamping its podcasting platform to better serve the needs of multiformat creators. Spotify for Creators, the new version of Spotify’s free podcast hosting and analytics tool, will offer creators a more expansive platform to manage their audio and video content. The updated platform features a new mobile app experience, robust analytics, new monetization options, and enhanced tools for customizing a show’s presence on Spotify.“We’re evolving Spotify for Podcasters to become Spotify for Creators, a more comprehensive platform that enables creators to engage with fans in new ways, whether through video, audio, or both,” Powers added.
- Podcast Clips
To help creators attract more viewers, Spotify is introducing the ability to upload short-form, vertical podcast clips. These clips, which can include a custom thumbnail, are designed to help creators promote their episodes and boost engagement. The new format will allow creators to share bite-sized video content that can easily be consumed and shared on social media. - Seamless Streaming Experience
For users, Spotify is rolling out improvements to make it easier to enjoy video content in both the foreground and background, whether they are on a free or Premium account. This feature will allow fans to switch between watching and listening to video content without interrupting their experience, further improving Spotify’s user experience.
Impressive Growth in Key Markets
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Spotify’s growth in the video podcast space has been particularly strong in key international markets. In Australia, for example, the number of creators publishing video podcasts has grown by 60% year-over-year. In Canada, the number has jumped by 77%, and in the U.K., creators publishing video content has increased by 70% year-over-year.
“These figures demonstrate the increasing demand for video podcasting across different regions,” Powers explained. “With the launch of the Spotify Partner Program and new features like Podcast Clips, we’re excited to see even more creators join the platform and start earning revenue from their video content.”
The Future of Video Podcasts on Spotify
As video podcast consumption continues to soar, Spotify remains committed to providing both creators and users with the tools they need to succeed. The platform’s emphasis on seamless viewing, robust monetization, and enhanced creator tools positions Spotify as a leader in the video podcasting space.
In fact, statistics show that more than 64% of podcast listeners now prefer video podcasts, up from 43% in 2021. Spotify’s innovations are expected to further accelerate this shift, providing creators with even more opportunities to engage with fans and grow their businesses.
As the video podcasting ecosystem continues to evolve, Spotify is positioning itself at the forefront of this transformation, offering new ways for creators to connect with audiences and monetize their content.
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For more details on the new features and how creators can get started, visit creators.spotify.com.
