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Spotify is stepping up its game in the video podcast space by introducing a new “Partner Program” that allows creators to earn money beyond ad revenue. This move is aimed at competing with YouTube, which currently dominates the video podcast market.
Paying podcast hosts based on audience engagement is a strategy borrowed from YouTube, which pays creators billions of dollars annually in ad revenue. Spotify is also offering premium subscribers an ad-free experience when watching video podcasts, encouraging more people to consume content on its platform.
Despite being a top platform for audio podcasts, YouTube still reigns supreme in the video realm. Spotify’s goal is to entice viewers with uninterrupted content, hoping they will choose to watch video podcasts on its platform over YouTube.
With over 250 million users having watched a video podcast on Spotify since its launch in 2022, the platform is seeing significant growth in video content. The addition of features like chapters, comments, and personalized video recommendations is aimed at enhancing the user experience.
Creators can now monetize their video podcasts through the Spotify Partner Program, with changes set to take effect in early 2025. By providing more tools for creators to promote and analyze their content, Spotify aims to establish itself as a go-to destination for video podcasts.
