Podcast creators in the US, UK, Canada, and Australia can benefit from the new monetisation opportunities on the audio giant’s platform.

A new era for podcast monetisation

Spotify is redefining podcast monetisation with the launch of its Partner Program, offering creators in the US, UK, Canada, and Australia fresh opportunities to monetise their content. Announced at the ‘Now Playing’ event in November 2024, this initiative aligns with Spotify’s broader diversification strategy to integrate video onto the platform.

What is the Spotify Partner Program?

As one of the largest platforms in the world for creators, the program offers new revenue and discovery opportunities for eligible creators, making it easier to transform their shows into sustainable businesses. Podcasters can now earn through:

  • Premium subscriber payouts: A share of revenue from Premium users who engage with their shows, something that Spotify emphasises doesn’t impact royalties for music.
  • Ad revenue: Monetisation opportunities from Spotify Free and other podcast platforms.

These initiatives help creators navigate seasonal changes and fluctuating advertiser interest, ensuring a more consistent and reliable income.

Eligibility

Aside from being located in the US, UK, Canada, or Australia, creators’ shows must fulfil specific criteria to be eligible:

  • Be hosted and uploaded through Spotify for Creators.
  • Have accumulated at least 10,000 streamed hours on Spotify in the last 30 days.
  • Have been streamed by a minimum of 2,000 unique Spotify users in the last 30 days.
  • Have at least 12 episodes published.
Spotify head Daniel Ek during the ‘Now Playing’ event.
Image credits: Spotify

A push toward video content

Spotify is doubling down on video content, and the Partner Program reflects this ambition. Video podcasts on Spotify now offer Premium subscribers an uninterrupted viewing experience, free from third-party ads. This strategy not only enhances the user experience but also broadens creators’ appeal, bringing in a better catalog of video podcasts to Spotify that will only attract new users to the platform.

Adding to the video momentum is the introduction of Podcast Clips, short-form videos (up to 90 seconds) which are designed to drive discovery. Since launching in select markets in November, clips have been 33% more effective at converting browsers into engaged listeners compared to traditional previews.

Creators embrace the program

Since the program’s announcement, over 65% of eligible shows and networks have enrolled, signaling strong enthusiasm within the creator community. In particular, podcasters appreciate the program’s ability to foster loyalty and audience retention while enabling new ways to grow and engage their audiences.

“The new Spotify Partner Program has given us a way to monetise our podcast without interrupting the listener’s experience, which is extremely important to us since it can often deter listeners from continuing an episode.”

Zach Misischia, The Makeshift Podcast co-host

A platform built for creators

Spotify’s Partner Program is more than a podcast monetisation tool- it highlights Spotify’s diversification toward video content. With video-focused features and more robust revenue opportunities, Spotify continues to innovate how creators and audiences connect. For podcast creators, now is the time to explore how this program can amplify their content and its reach.

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