Spotify looks to pay video creators to put shows on its platform
Spotify is expanding into video content and offering new incentives for creators to bring their shows to the platform.
Spotify, is making a push into video content. The company has begun offering financial incentives to video creators, encouraging them to publish their shows on Spotify’s platform. This move positions Spotify to compete directly with YouTube, especially in the fast-growing world of video podcasts and creator-led content.
Over the past year, Spotify has been speaking with video creators with offers of payment and performance-based revenue sharing. These deals, according to sources familiar with the matter, range from five-figure to seven-figure payouts, depending on the creator’s audience size and engagement potential. Importantly, most of these agreements are non-exclusive, meaning creators can continue publishing their videos on YouTube, TikTok, and other platforms while also distributing on Spotify.
Spotify’s pitch to creators highlights several benefits. First, Spotify has launched a Partner Program similar to YouTube’s monetization model, allowing creators to earn revenue based on engagement, particularly from Spotify’s paying subscribers. For Premium users, Spotify offers an ad-free viewing experience, a feature the company hopes will appeal to both creators and their audiences. The company is also emphasizing its global reach and growing audience base as an opportunity for creators to expand their following. Additionally, Spotify is encouraging a wide range of content types, not just traditional podcasts but also interviews, talk shows, and even short-form video series.
Spotify’s video initiative is already showing results. As of mid-2025, more than 300,000 video podcasts are now available on the platform, a substantial increase from the previous year. Independent creators, in particular, have responded positively to Spotify’s outreach and monetization efforts.
One such example is Ryth, a popular internet creator who reported earning over $55,000 per month on Spotify, far surpassing his previous monthly income from YouTube for similar content. YMH Studios, run by comedians Tom Segura and Christina Pazsitzky, has also praised Spotify’s revenue potential, noting that their video content is performing well on the platform.
Spotify CEO Daniel Ek recently described video as one of the company’s “core growth pillars” during an investor call. This statement signals the company’s serious commitment to investing further in video content as it looks to grow its platform’s reach and creator base.
Creator and industry opinions
While independent creators are embracing Spotify’s video push, reactions from larger podcast networks and media companies have been more cautious. One major concern centers around Spotify’s current inability to support dynamic ad insertions for video content. Dynamic ads allow networks to personalize and optimize ad delivery for each listener or viewer, making them a key revenue source for many podcast businesses.
For networks that rely heavily on dynamic ads, Spotify’s video monetization model presents a significant challenge. Without dynamic ad support, these networks worry about losing a critical revenue stream if they move their shows to Spotify. Several executives from major podcast studios have expressed skepticism, stating that while Spotify’s push is promising, the monetization infrastructure still isn’t fully equipped for larger players.
There are also questions about Spotify’s backend creator tools. Some creators have pointed out that Spotify’s analytics and audience engagement metrics are not yet as robust as those offered by YouTube. While many creators see Spotify as a valuable secondary platform, few are currently ready to shift their primary video operations away from YouTube.
Spotify vs. YouTube
Spotify’s push into video content puts the company in direct competition with YouTube, which remains the world’s largest platform for video consumption and a dominant player in the podcast space. Recent reports indicate that more than 70% of podcast consumption on YouTube now happens in video format.
YouTube’s mature monetization tools, superior discovery algorithm, and vast global audience present a significant barrier for Spotify to overcome. However, Spotify counters by pointing to its own impressive audience growth. The company reports that more than 250 million Spotify users have watched a video podcast on the platform, a substantial figure that reflects increasing engagement with video content.
Additionally, Spotify’s Premium subscriber base, which surpassed 240 million users in early 2025, provides a ready-made audience for creators seeking paying viewers. Unlike YouTube, where ad revenue is king, Spotify’s large subscriber base opens the door for different monetization models that do not rely solely on advertising.
The future of video on Spotify
Spotify plans to expand its Partner Program to additional regions over the coming months. The company is also preparing to introduce new video-specific features within the Spotify app. These include improved search and discovery tools for video content, personalized video recommendations tailored to individual user tastes, and tighter integration between video programming and Spotify’s existing playlist and recommendation algorithms.
Industry insiders also suggest that Spotify may soon invest in original video programming beyond podcasts. There are rumors that the company is exploring exclusive creator-led series, talk shows, and even live video events, all designed to drive more user engagement and time spent on the platform.
For video creators, Spotify’s strategy presents both opportunities and challenges. The chance to tap into new revenue streams and reach millions of new viewers is appealing. However, managing content across multiple platforms and adjusting to Spotify’s unique monetization and discovery systems will require some more planning.