Spotify has unveiled a broad expansion of its creator monetization tools, alongside the disclosure that it has now paid more than $10 billion to the podcast ecosystem, as it steps up competition with video-led platforms such as YouTube and Netflix.
Marking the first anniversary of the Spotify Partner Program, the company is opening access to more creators by lowering eligibility thresholds and rolling out new tools aimed at video podcasters. The changes are designed to help creators build more predictable income streams while retaining flexibility over how and where they publish.
Spotify said the Partner Program has already helped eligible creators grow revenue through a combination of Premium video income and advertising, supported by strong listener engagement. In the US, highly engaged Spotify users stream nearly 20 times more episodes than casual listeners and are significantly more likely to stay with a show over time. To broaden participation, the platform has reduced the minimum audience, listening hours and episode requirements needed to qualify for the programme.
The company is also simplifying sponsorship management for video podcasts. From April, creators in the Partner Program will be able to update, replace and schedule host-read sponsorships in video episodes, as well as track performance through new delivery metrics. Spotify said the tools are intended to reduce friction and make it easier to keep sponsorships relevant without repeated manual edits.
In parallel, Spotify is introducing a new Distribution API that will allow creators to publish and monetize video on Spotify directly from third-party hosting platforms. The service will launch with partners including Acast, Audioboom, Libsyn, Omny and Podigee, enabling creators to earn Premium video revenue and advertising income without changing existing workflows or re-uploading content.
Spotify said the latest updates reflect its ambition to make video podcasting more accessible and commercially viable, giving creators multiple ways to earn while meeting growing audience demand for video alongside audio.
