Spotify has announced a major expansion of its creator monetisation programme, lowering entry thresholds and rolling out new tools for video podcasters, as the company sharpens its competition with YouTube and Netflix in the fast-growing podcast and video space.
According to a report by Reuters, published by The Hindu, the Swedish audio streaming company said it has invested more than $10 billion in the podcast industry over the past five years, aimed at boosting creator earnings, increasing user engagement and building long-term infrastructure.
The company confirmed that it is now easing the criteria required for creators to join its monetisation programme, roughly a year after the initiative was first launched.
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Lower thresholds, higher creator earnings
Speaking at a media briefing, Spotify’s global head of podcasts Roman Wasenmuller said consumption of video podcasts on the platform has surged since monetisation tools were introduced.
“Since launching the programme, monthly video podcast consumption on Spotify has nearly doubled,” Wasenmuller said. “The average Spotify podcast user streams twice as many video shows per month than before.”
Under the revised eligibility norms, creators can now qualify for monetisation with 1,000 engaged audience members, 2,000 hours of content consumption in the past 30 days, and three published episodes. Earlier, the requirements stood at 2,000 listeners, 10,000 hours of consumption and 12 episodes.
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Spotify said creators enrolled in the programme can earn revenue from advertisements on free tiers and other platforms. Video podcast creators, however, receive an additional income stream, as Spotify pays them directly when premium subscribers watch their videos without ads.
New tools and studio expansion
The company also announced that it will introduce new sponsorship management tools in April, designed to help creators manage brand partnerships more efficiently. In addition, podcasters will soon be able to publish and monetise video content directly from third-party hosting platforms such as Acast, Audioboom, and Libsyn.
Spotify further unveiled Spotify Sycamore Studios in Los Angeles, which will serve as the new base for The Ringer podcasts and be available to select creators. Alongside its existing facilities in London and New York, the new studio is expected to reduce production costs for creators.
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Spotify’s head of content partnerships Jordan Newman told Reuters that the move would allow podcasters to avoid the expense of renting production facilities, while giving them access to professional studio infrastructure.
The expansion reflects intensifying competition among digital platforms for podcast creators, particularly in video formats that offer higher engagement and monetisation potential.
