Spotify takes on YouTube with video program for creators to gain revenue

[Enter Stage Rite]

 

Spotify is tuning up its offerings to compete with YouTube. The platform has launched a new video program to entice podcast creators to embrace visuals, pushing its ambitions beyond traditional audio streams and into the world of video content. It's called the Spotify Partner Program, and it aims to turn podcast creators into video stars—all while offering a shot at monetization based on audience engagement.

 

The Spotify Partner Program lets podcast hosts earn revenue through ad shares and monthly subscriptions, which could mean exclusive content or perks for loyal listeners.

 

 

Creators who want in, however, must meet specific criteria: they need to use Spotify for Creators to host their content, and achieve a certain threshold of streaming hours and unique views. Starting in January 2025, the program will be available in the US, UK, Australia, and Canada.

 

Spotify CEO Daniel Ek outlines the company's focus on improving both the creator and listener experience, especially for premium users. Premium subscribers will be able to watch video podcasts without ad interruptions, a move designed to up the ante on platforms like YouTube. Ek states, “Spotify Premium has long set the standard for listening on any device. By delivering a best-in-class video offering uninterrupted by ad breaks, combined with Spotify’s flexibility and ubiquity, we can provide an experience for your audience that is superior to any platform. And by giving you, the creators, another path to monetization beyond ads, we’re freeing you up to spend more time doing what you love: creating.”

 

 

This new video push also introduces an audience-driven payout model for Premium subscribers who view video content. It means that creators not only gain an additional monetization path but also have a chance to create a more immersive experience for their fans. For now, this model seems to be a way for Spotify to capitalize on the rise of video content without alienating its core audio-first users.

 

Spotify's co-president and chief product officer, Gustav Söderström, believes that incorporating video is a fast-track route to success. “Half of the new podcasts that build sustained audiences include video,” he explains, noting the growing importance of visuals in today's creator market.

 

Spotify is betting that the monetization options and an advertisement-free viewing experience can push it to become a major player in the video domain and outshine the competition—or at least draw closer to YouTube's turf.

 

• https://www.engadget.com/entertainment/music/spotify-unveils-a-new-payout-model-for-creators-with-popular-videos-221706698.html 
• https://www.hollywoodreporter.com/business/business-news/spotify-podcasts-creator-video-platform-updates-1236061236/ 

 

 

Images: Spotify