Spotify is strongly betting on video podcasts as a key pillar of monetization for content creators. Beginning on April 29, 2025, the Spotify Partner Program (SPP) will be extended to nine new countries: France, Belgium, Luxembourg, the Netherlands, Ireland, New Zealand, Germany, Austria, and Switzerland.
This international expansion represents a new phase for a model that has already proven effective in markets such as the United States, the United Kingdom, Canada, and Australia. In fact, in January 2025 alone, payments to creators under this system increased by more than 300% compared to the same month of the previous year.
Ver esta publicación en Instagram Una publicación compartida por Spotify for Creators (@spotifyforcreators)
Una publicación compartida por Spotify for Creators (@spotifyforcreators)
The Spotify Partner Program offers a revenue mix based on the engagement of Premium users with video content and on advertisements integrated into Spotify Free and other podcast listening platforms.
This represents a significant advantage for video content creators, who gain greater financial independence from fluctuations in advertiser demand or market seasonality. The program also allows creators to maintain their own pre-recorded advertisements without Spotify taking a share of those revenues.
Since its launch in January, the initial data have been promising: the top 20 video podcasts within the program have recorded consumption growth of more than 24%, while overall video podcast consumption on Spotify has increased by more than 20%, as they stated.
One of the most notable changes is the removal of dynamic advertisements for Premium users, which improves the user experience without compromising the creator’s monetization. Instead, Spotify directly compensates creators for video consumption by Premium subscribers.
Additionally, creators now have access to new discovery tools such as vertical-format podcast clips, which can be uploaded through Spotify for Creators. According to the platform’s own data, these clips are 33% more effective than traditional previews at converting viewers into full-episode listeners.
This emphasis on video aligns with a strategy focused on audience retention and loyalty, offering a smoother and more controlled experience for both creators and users.
With the expansion of the SPP, Spotify provides a more stable income pathway for creators in new European and Oceanian markets, supporting a hybrid model that combines the best of uninterrupted premium content and advertisement revenue independently managed by the creators themselves.
“Spotify is committed to providing creators with more options to grow their audience and engage with fans on the format that best suits their style and show—either audio, video or both,” said Roman Wasenmüller, Head of Podcast Business at Spotify. “As we continue to evolve and expand the Spotify Partner Program, we are focusing on increased revenue and consumption for creators.”
This move strengthens Spotify’s ambition to lead the video podcast space on a global scale, providing not only new revenue streams, but also visibility tools and sustainable growth opportunities for creators of all sizes.
Image: Spotify
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