Spotify has shifted its strategy towards video podcasts in response to a growing trend among audiences and creators. As YouTube garners one billion podcast viewers monthly, Spotify aims to attract podcasters by introducing monetization tools, particularly its Partner Program. This allows creators to earn revenue directly from streams of premium subscribers when they incorporate video into their podcasts, which represents a major shift in the evolving podcast landscape.
"We decided to focus on video because that's where we see a lot of audiences and creators trending," says Jordan Newman, Spotify's senior director of content partnerships. "We felt like it was something that we really wanted to encourage and incentivize our platform."
Spotify has hosted podcasts for a decade now, the company is suddenly racing to stay competitive, rolling out new features and monetization tools.
While Spotify has hosted podcasts for a decade now, the company is suddenly racing to stay competitive, rolling out new features and monetization tools. That includes their Partner Program, which allows podcasters to earn money directly from the streams of premium subscribers, so long as they're using a video aspect.
That started on YouTube, which is now racking up one billion podcast viewers a month.
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