Spotify introduced its new “Partner Program” on Thursday, offering podcast hosts the chance to monetize their video content. This program expands the income potential for creators, going beyond traditional advertising revenue by providing opportunities for video payouts. Initially announced in November, the program is now available to eligible creators in the U.S., U.K., Canada, and Australia, aiming to further boost Spotify’s presence in the growing video podcast space.
The launch of the Partner Program is seen as a move to enhance Spotify’s video podcast library and challenge YouTube, which currently dominates the video market. Since its introduction at Spotify’s Now Playing event, more than 65% of eligible podcast shows have joined the program. Shows like Smart Money Happy Hour, The Paranormal Podcast, The Makeshift Podcast, and Girls Rewatch Podcast are among the first to take part, showcasing a wide range of content across various genres.
As part of the update, Spotify has also rolled out a feature for Premium users, allowing them to watch video podcasts ad-free, enhancing the overall viewing experience. Additionally, Spotify launched Podcast Clips, a tool for creators to upload short-form videos that help promote their shows. These clips aim to improve show discoverability and user engagement. According to Spotify, clips have been shown to be 33% more effective than traditional previews in converting casual browsers into loyal listeners.
Through this program, Spotify is not only looking to attract more podcast creators but also to position itself as a leading platform in the podcasting and video space. The Partner Program aims to offer creators more ways to monetize their content while improving user engagement with video podcasts.
