Spotify has paid over $100 million to podcast publishers and creators since January, following the launch of a new partner program designed to expand revenue streams and lure creators from competitors like Amazon, SiriusXM, and YouTube.
While Spotify introduced video podcasts in 2019, it still trails YouTube, which claims one billion monthly podcast consumers. Spotify reports around 170 million podcast listeners within its 675 million user base. The move to reward creators with both ad revenue and bonuses tied to premium user engagement has already led to a 40 percent increase in video podcast consumption on the platform since January.
Financial Pressure and Opportunity
Spotify will report Q1 2025 earnings on Tuesday. S&P Capital IQ projects pretax income around 540 million euros (about 616.8 million dollars) on 4.2 billion euros in sales (about 4.8 billion dollars). Despite ongoing competition, Spotify continues to assert influence through major partnerships, including with The Joe Rogan Experience, the world’s largest podcast. Spotify achieved its first full year of profitability in 2024.
Early Results: Encouraging but Cautious
Early participants in the new program are seeing substantial benefits. David Coles, creator of Just Creepy: Scary Stories, saw his Spotify revenue nearly double from 45,500 dollars to approximately 81,600 dollars in a single quarter. Larger podcast networks like YMH Studios, home of 2 Bears, 1 Cave, also reported a tripling of quarterly revenue, although specific figures were not disclosed. Alan Abdine, head of advertising revenue at YMH Studios, called the program a game-changer, though many acknowledge these are early results.
Netflix’s Quiet Push
Spotify is not alone in targeting the podcast market. In our previous article, we explored how Netflix is showing growing interest in podcasts, especially video podcasts. On the company’s Q1 earnings call, co-CEO Ted Sarandos suggested video podcasts could soon appear on Netflix, highlighting a push to secure more creator-led content. While Netflix already produces companion podcasts tied to its IP, this move suggests a broader ambition: challenging YouTube for both creator loyalty and viewer engagement.
The strategy aligns with broader industry trends, as streamers attempt to blend digital-first formats with traditional TV models. YouTube captured 12 percent of TV screen time in March compared to Netflix’s 7.9 percent, according to Nielsen. With YouTube setting the pace, Netflix’s deeper move into video podcasting signals a competitive shift that Spotify and others cannot ignore.
Big Picture
Spotify’s 100 million dollar payout underscores the growing arms race for creator talent. As video podcasting becomes a critical battleground, platforms are not just fighting for audiences but for the creators who shape them.
