Spotify is enhancing its podcasting platform by focusing on video content, launching initiatives to incentivize creators, including revenue sharing from subscriptions and ads. With a significant portion of its users engaging with video podcasts, the company aims to bridge the gap between audio and visual broadcasting. Spotify is ranked second to YouTube in terms of podcast consumption, but it seeks to create a space for podcast creators to thrive across multiple platforms, highlighting the need for diverse audience engagement. Spotify's head of content partners emphasized the importance of multi-platform strategies for creators.
Spotify is betting on video to take its podcasting business to the next level, investing in video creators and launching new tools and incentives.
This is not a zero-sum game. There are incremental audiences on all platforms, and even some of the same audiences are consuming in different ways.
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