Spotify’s continued evolution as one of the leading music streaming platforms over the years has remained nothing short of impressive, and the platform announced some incoming changes during its recent Now Playing event held in Los Angeles. A good chunk of the event revolved around the platform’s efforts towards the continued expansion of podcast content, which has grown considerably over the years.
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Spotify also highlighted changes that are aimed at helping creators grow their audience, as well as better monetizing their video podcasts. Speaking of which, Spotify says that audiences are watching more and more video podcasts on Spotify, with more than 250 million users having streamed a video podcast on the app. More creators are also publishing monthly content on Spotify, as the platform continues to expand its content offerings beyond music and audio streaming.
Starting in January, Spotify Premium subscribers in the US, UK, Australia, and Canada will be able to tune into their favourite podcasts without dynamic ads getting in the way. Likewise in January, Spotify’s new Partner Program will give eligible creators access to an improved monetization system, which comes with two key components in the form of “Premium Video Revenue” and Ads. With Premium Video Revenue, creators in the US, UK, Canada, and Australia can earn revenue based on video consumption from Spotify Premium subscribers (also starting in January). For ads, creators enrolled under the program will be able to earn a share of revenue via monetized dynamic ads that play on their episodes.
For “Spotify for Podcasters”, Spotify says that it’s making some updates to improve creators with a more “expansive and streamlined platform” – this includes a new mobile app experience, improved analytics, customization tools for shows, turnkey audio and video distribution, and new features for better interactivity between creators and fans. Eligible creators will also be able to post short-form, vertical Podcast clips to promote their episodes, with support for custom thumbnails as well.
Spotify adds that it’s making it easier for fans to stream their shows in the background for an uninterrupted experience, and this will be available for both premium and free Spotify listeners. Users will also be able to conveniently switch between video and audio when listening to their video podcasts.
Spotify’s podcast offerings have rapidly evolving over the years, with over 170 million users now consuming podcasts on the platform. The platform now hosts over 300,000 video podcast shows, and user preference for video podcasts has increased significantly, from 43% in 2021 to over 64% in 2024. Interestingly, Premium subscribers listen more than twice as much as ad-supported users, and overall listening time has increased from 30 hours per month in 2020 to around 40 hours per month today, with younger subscribers spending even more time on the platform.
