How is the Spotify Partner Program changing how creators earn and grow?
Spotify spoke to video podcasters to learn exactly how the Partner Program has impacted their careers.
Spotify has spent the last few years investing heavily in tools that help creators earn more directly from their work. One of its biggest recent moves is the Spotify Partner Program, launched in 2025 to support sustainable income for podcasters and creators.
According to Spotify, the goal of the program is simple: reward creators based on how audiences actually engage with their content. The insights and quotes in this article come directly from Spotify’s own research and creator interviews
What is the Spotify Partner Program?
The Spotify Partner Program combines multiple income streams into one system. Creators can earn money through:
- Audience-driven payouts from Spotify Premium video engagement (in select markets)
- Ad monetisation on Spotify Free
- Distribution across other listening platforms
This approach moves beyond traditional ad-only models. Instead, it links creator earnings more closely to real listener behaviour.
Spotify has already shared several updates on how this model is evolving. Video podcasts are playing a bigger role in creator earnings, and the program is steadily expanding into more markets.
Why video matters more than ever
Video podcasts have grown quickly on Spotify since launching in 2021. The Partner Program builds on this growth by helping creators earn more from visual formats, without interrupting the listener experience.
Spotify highlights that video allows creators to connect more deeply with audiences. Bella Fiori from Mystery Mondays explained why video matters, especially for storytelling. “It’s a powerful storytelling medium that allows you to immerse audiences in a case.”
Better financial stability for creators
One recurring theme in Spotify’s findings is stability. Creators report feeling less pressure to constantly chase short-term income. Chris Williamson from Modern Wisdom told Spotify, “The program has created a new revenue stream with very limited additional work.”
Tim Gabel added that the program allows for long-term thinking, saying Spotify treats creators as “long-term collaborators.” This stability helps creators reinvest in production, teams, and quality rather than focusing purely on optimisation.
An improved audience experience
The benefits are not just financial. Some creators say the program has allowed them to reduce the number of in-show ads. Bella Fiori noted that cutting back on ads improved viewer retention and overall enjoyment.
Joe Santagato from The Basement Yard also highlighted how additional revenue supports creative growth, from better cameras to hiring staff, helping shows scale without sacrificing quality. “The program has opened a new lane for revenue and discovery, which allows me to further invest back into the business. As the show grows, it’s important that quality increases, which includes set and camera upgrades as well as being able to staff a team to help manage the daily operations of a growing podcast. Without these investments, it would be very difficult to scale.”
Summing up
Spotify’s own reporting shows that the Partner Program is about more than payouts. It supports creative freedom, deeper audience engagement, and sustainable growth over time. By removing some of the pressure around monetisation, creators can focus more on improving quality, experimenting with formats like video, and building stronger relationships with their audiences.
As platforms continue to reward engagement rather than volume alone, understanding how these systems work is becoming essential. The more creators understand how platforms like Spotify support long-term growth, the better placed they are to make smart decisions about where and how they share their work.