Spotify is taking its commitment to creators to the next level with a series of exciting new features designed to help them grow their audiences and better monetize their content. Announced live from Spotify’s Los Angeles campus during the ‘Now Playing‘ event, these updates include an innovative, audience-driven payout system, uninterrupted video podcasts, and a revamped ‘Spotify for Creators’ platform.
Spotify’s founder and CEO, Daniel Ek, addressed the crowd at the event, emphasizing the platform’s ambition to offer creators a superior experience. “Spotify Premium has long set the standard for listening on any device,” Ek said. “Now, by combining ad-free, high-quality video streaming with Spotify’s flexibility, we can deliver an unparalleled experience for your audience. And with our new audience-driven revenue model, we’re giving creators more ways to monetize and continue doing what they love—creating.”
New Monetization Model and Tools for Creators
A key highlight of the announcement is the launch of the ‘Spotify Partner Program‘, a new monetization initiative for creators offering two main revenue streams: ‘Premium Video Revenue’ and ‘Ads’. With this program, creators will earn based on how their video content is consumed by Spotify Premium subscribers in the U.S., U.K., Canada, and Australia—starting in January 2025.
This is part of Spotify’s broader strategy to become the go-to platform for creators, particularly in the rapidly growing video podcast space. Video consumption on Spotify has skyrocketed, with over 250 million users having watched a video podcast on the platform, and nearly two-thirds of podcast listeners saying they prefer podcasts with video.
As of today, there are over ‘300,000 video podcast shows on Spotify, including popular names like ‘The Joe Rogan Experience‘, ‘Call Her Daddy‘, ‘The Diary of a CEO with Steven Bartlett‘ ‘Rotten Mango‘ and more. The growing demand for video content is reflected in the platform’s expanding offerings, including recent launches of music videos in 85 new markets.
“By many metrics, it is the fastest way to succeed on Spotify today,” said Gustav Söderström, Spotify’s Co-President and Chief Product Officer. “Half of the new podcasts that build sustained audiences now include video. With the new tools and features we’re introducing, we expect that trend to continue, giving creators more ways to thrive.”
New Features to Boost Growth and Engagement
For creators, Spotify’s expanded tools will make it easier to grow their audiences and deepen fan engagement. The new ”Spotify for Creators” hub will provide a more streamlined platform for managing content and engaging with listeners across formats.
Creators will also benefit from ”video clips”, a new feature designed to enhance discoverability and promote podcast episodes on the platform. These short video clips will help creators grab the attention of potential listeners and build anticipation for upcoming content.
In addition, ”uninterrupted video streaming” will be available for Spotify Premium subscribers in select markets starting in January. Fans will be able to watch their favorite shows without any ad breaks, creating a more seamless viewing experience. New features like ”chapters, comments, pinch-to-zoom, and thumbnail scrubbing” will also enhance the video experience, offering more ways for users to interact with content.
Making Video More Accessible for Fans
For Spotify users, these changes mean more ways to enjoy video podcasts without disruption. Premium subscribers will get ad-free, uninterrupted video content, while Free and Premium users alike will be able to stream video content in the foreground or background, allowing them to continue listening even when multitasking.
“We’re making it easier for fans to experience video content in new ways,” Ek added. “Whether they’re watching a podcast while getting ready in the morning or seamlessly listening while commuting, Spotify is giving fans more flexibility in how they consume content.”
A Vision for the Future
The updates come at a time when Spotify is doubling down on video content as an essential component of its platform. With new features designed to boost monetization, audience growth, and engagement, Spotify aims to solidify its position as the leading platform for creators across audio and video formats.
“This is an opportunity for creators to reach new heights,” Söderström concluded. “Our goal is to build the best experience for you, so you can deliver your creativity to the world—and connect with your audience in meaningful ways.”
With these new tools and programs, Spotify is poised to further revolutionize the way creators interact with their audiences, offering greater opportunities for growth, engagement, and monetization in the rapidly evolving world of digital content.
