Sophie Blake
Spotify is widening access to its creator monetization ecosystem and rolling out new tools aimed at video podcasters, as competition intensifies among platforms seeking to attract and retain premium audio and video content. The company also disclosed that it has invested more than $10 billion in the podcast sector over the past five years.
The Swedish streaming company announced that it is lowering the eligibility thresholds for its Spotify Partner Program, expanding the pool of creators who can earn revenue directly through the platform. Creators can now qualify with 1,000 engaged audience members over the past 30 days, 2,000 hours of consumption in the same period, and a minimum of three published episodes. Previously, the requirements were significantly higher, including 2,000 listeners, 10,000 hours consumed, and at least 12 episodes.
Spotify said the changes reflect growing engagement with video podcasts on its service. According to the company, monthly video podcast consumption has nearly doubled since the Partner Program launched, with users now streaming twice as many video shows per month on average. Video podcasts have become a focal point as platforms compete for higher engagement formats and creator exclusivity.
Under the expanded program, creators can continue to earn advertising revenue from free-tier listeners and external platforms, while video podcasters gain an additional income stream. Spotify pays creators directly when Premium subscribers watch video episodes without ads, adding a subscription-based revenue layer alongside advertising.
The company also announced new sponsorship management tools set to launch in April. These tools will allow creators to edit, replace, and schedule host-read sponsorships within video episodes, as well as track performance metrics over time. Spotify said the aim is to reduce friction in managing sponsorships, which often require manual updates and re-editing of content.
In another move designed to broaden participation, Spotify is introducing a new Distribution API that enables creators to publish and monetize video podcasts on Spotify directly from third-party hosting platforms. Initial partners include Acast, Audioboom, Libsyn, Omny, and Podigee. This approach allows creators to access Spotify’s monetization features without migrating their existing workflows or hosting infrastructure.
Alongside product updates, Spotify unveiled Spotify Sycamore Studios, a new podcast production facility in West Hollywood that will serve as the home for The Ringer’s podcasts and be available to select creators. The studio expands Spotify’s physical production footprint, which already includes facilities in London and New York, and is intended to reduce production costs for participating creators.
Spotify framed the announcements as part of a broader effort to strengthen its position in the evolving podcast and video market, where rivals such as YouTube and Netflix are also increasing their focus on creator-driven content. The company said further updates to monetization and creator tools are expected as video podcasts continue to scale across its platform.
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