Spotify empowers podcasters with enhanced monetization and video features
TOI GLOBAL DESK | TOI GLOBAL | Jan 07, 2026, 23:42 IST
Spotify
Image credit : AP
Spotify is supercharging its creator initiative with exciting new features designed to help podcasters maximize their revenue. As the platform positions itself to compete head-to-head with giants like YouTube, the entry requirements for the partner program have been relaxed, making it more accessible than ever.
<p>Spotify app logo.</p>
Spotify is expanding its monetization program for creators and introducing new tools for video podcasters, aiming to better compete with platforms like YouTube and Netflix. The company announced it is lowering eligibility thresholds for its partner program and launching new sponsorship tools in April. These changes are designed to drive creator earnings and scale engagement within the growing podcast market.
The Swedish streaming company has invested over $10 billion in the podcast industry in the past five years. These investments aim to boost creator earnings, increase engagement, and build necessary infrastructure.
Spotify is now making it easier for creators to join its monetization program, a year after its initial launch. This move comes as platforms increasingly compete for video podcast creators due to rising demand and higher engagement levels.
"Since launching the program, monthly video podcast consumption on Spotify has nearly doubled," stated Roman Wasenmuller, Spotify's global head of podcast.
"The average Spotify podcast user streams twice as many video shows per month as they did before the launch."
Under the revised program, creators can now qualify with 1,000 engaged audience members, 2,000 hours consumed in the past 30 days, and three published episodes. This is a significant reduction from the previous requirements of 2,000 listeners, 10,000 hours consumed, and 12 published episodes.
Creators in the program can earn revenue from ads displayed on free tiers and other platforms. Video creators receive an additional revenue stream, being paid directly by Spotify for ad-free viewing by premium subscribers.
Spotify will also introduce new sponsorship management tools in April. These tools will allow creators to easily publish and monetize video podcasts directly from third-party hosting platforms. Supported platforms include Acast, Audioboom, and Libsyn.
The company also unveiled Spotify Sycamore Studios in Los Angeles. This new facility will serve as the home for The Ringer podcasts and will be accessible to select creators.
Jordan Newman, Spotify's head of content partnerships, explained that this expansion, alongside existing facilities in London and New York, will help creators avoid the costs associated with renting studio spaces.
The company's efforts reflect a broader trend of platforms investing in creator tools and monetization to capture a larger share of the booming digital content market. By lowering barriers to entry and offering new revenue streams, Spotify aims to attract and retain more creators on its platform. The focus on video podcasts specifically highlights the growing importance of this format in audience engagement and advertising potential.
The Swedish streaming company has invested over $10 billion in the podcast industry in the past five years. These investments aim to boost creator earnings, increase engagement, and build necessary infrastructure.
Spotify is now making it easier for creators to join its monetization program, a year after its initial launch. This move comes as platforms increasingly compete for video podcast creators due to rising demand and higher engagement levels.
"Since launching the program, monthly video podcast consumption on Spotify has nearly doubled," stated Roman Wasenmuller, Spotify's global head of podcast.
"The average Spotify podcast user streams twice as many video shows per month as they did before the launch."
Under the revised program, creators can now qualify with 1,000 engaged audience members, 2,000 hours consumed in the past 30 days, and three published episodes. This is a significant reduction from the previous requirements of 2,000 listeners, 10,000 hours consumed, and 12 published episodes.
Creators in the program can earn revenue from ads displayed on free tiers and other platforms. Video creators receive an additional revenue stream, being paid directly by Spotify for ad-free viewing by premium subscribers.
Spotify will also introduce new sponsorship management tools in April. These tools will allow creators to easily publish and monetize video podcasts directly from third-party hosting platforms. Supported platforms include Acast, Audioboom, and Libsyn.
The company also unveiled Spotify Sycamore Studios in Los Angeles. This new facility will serve as the home for The Ringer podcasts and will be accessible to select creators.
Jordan Newman, Spotify's head of content partnerships, explained that this expansion, alongside existing facilities in London and New York, will help creators avoid the costs associated with renting studio spaces.
The company's efforts reflect a broader trend of platforms investing in creator tools and monetization to capture a larger share of the booming digital content market. By lowering barriers to entry and offering new revenue streams, Spotify aims to attract and retain more creators on its platform. The focus on video podcasts specifically highlights the growing importance of this format in audience engagement and advertising potential.