The company will soon begin paying creators based on how much engagement their videos receive from paid subscribers. Automated ad breaks in videos will also be turned off for paid Spotify subscribers to encourage more consumption. Both of these changes go into effect starting January 2nd, 2025 in the US, UK, Australia, and Canada.

The streaming giant hosted podcasters, creators and stars like Halsey on its Arts District campus for "Now Playing," a five-hour, invite-only event that featured top execs Daniel Ek and Gustav Söderström.

Spotify announced on Wednesday that it will start paying podcast hosts who make popular videos on its streaming platform.

Starting in January in the U.S. and other markets, Spotify Premium users will be able to see ad-free videos, and video creators can earn money off those videos.

Spotify’s new Partner Program provides two earning avenues: ad revenue sharing and monthly podcast subscriptions. This program opens up earning potential even for smaller creators. Through this program, creators can receive a portion of ad revenue generated from their content across platforms.

Spotify has allowed video podcasts since 2022. Since then they have become increasingly popular: the number of creators publishing them has increased by more than 50 per cent year on year, and more than 240 million users have now watched one.

Spotify goes after YouTube's video podcast dominance by removing ads for paid subscribers and introducing a new revenue program for creators.

Spotify is trying to break YouTube’s stronghold on video podcasts.As fans increasingly flock to videos of star hosts interacting with their guests during interviews, Spotify wants to persuade more podcasters to make videos for its own platform in addition to YouTube.

Spotify is aiming to give YouTube some competition with its new partner program for video creators and content that goes viral. The music and podcast app announced a new “Partner Program” that monetizes audio and video beyond income from advertising starting on January 2,

Spotify has doubled-down on video, encouraging creators to make video podcasts and clips for the platform. This should give free and Premium users a swathe of new content to watch, as well as listen to.