Spotify is making it easier for video creators to earn by expanding its monetization program and launching new tools for video podcasters. The move is part of Spotify’s strategy to compete with YouTube and Netflix in the growing video content market.
Over the past five years, Spotify has invested more than $10 billion in the podcast industry to increase creator earnings, scale engagement, and build infrastructure.
Lowering Barriers for Creators
Spotify has reduced the thresholds to join its monetization program. Previously, creators needed 2,000 listeners, 10,000 hours consumed, and 12 published episodes. Now, the requirements are:
- 1,000 engaged audience members
- 2,000 hours consumed in the past 30 days
- Three published episodes
Roman Wasenmuller, Spotify’s global head of podcasts, said video podcast consumption has nearly doubled since the program launched. The average user now streams twice as many video shows per month.
New Revenue Opportunities
Creators in the program can earn from ads on free tiers and other platforms. Video creators gain an extra revenue stream, receiving direct payment from Spotify when premium subscribers watch their videos ad-free.
Spotify will also introduce new sponsorship management tools in April. Creators will be able to publish and monetize video podcasts directly from third-party platforms, including Acast, Audible, and Libsyn.
Spotify Sycamore Studios in Los Angeles
Spotify has opened Spotify Sycamore Studios in Los Angeles, the new home for The Ringer podcasts and select creators. Combined with existing facilities in London and New York, the studios help creators save on rental costs while providing professional production spaces.
Jordan Newman, head of content partnerships, said the LA studio will make high-quality recording accessible for creators while supporting the company’s broader video content ambitions.
