Spotify Wants to Compete More Directly With YouTube: It’ll Start to Pay Creators for Popular Videos

  • The streaming service is looking to increase the publication of video podcasts.

  • In October, it also started publishing music videos in most non-U.S. markets.

November 15, 2024, 15:55 ET

Javier Márquez

Writer

I've been in media for over a decade, but I've been much longer marveling at the possibilities that technology brings us. I believe we live in a world where the digital revolution is changing everything, and I find no better palce that Xataka to write about it. LinkedIn

Spotify is taking a big step in its competition with YouTube. The popular audio streaming platform wants to enhance its presence in the video market. To do so, it has decided to boost the creation of new video podcasts through a partner program specifically designed for content creators.

Spotify’s Partner Program will be available starting on Jan. 2, 2025 in the U.S., United Kingdom, Australia, and Canada. According to the company, the initiative will enable creators to earn revenue based on the engagement their content receives from paying subscribers.

Spotify Is Targeting YouTube

YouTube dominates the video market, hosting millions of content creators who often monetize their work. In fact, many podcasts that were initially available only in audio format on other platforms have transitioned into video podcasts on YouTube.

For its part, Spotify is one of the most popular platforms for listening to podcasts. Most of its content is audio-only, although video versions of some of these podcasts are also available on YouTube. Spotify’s new program is expected to encourage the emergence of more video podcasts on the platform.

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Spotify claims that more than 250 million users have watched video podcasts on the platform. Additionally, nearly two-thirds of podcast listeners prefer podcasts that also include a video option. This shift marks a significant evolution for Spotify.

Despite these changes, many users still view Spotify primarily as an audio content platform. It remains to be seen how this transition will affect user perception and whether they’ll come to recognize Spotify as a platform that also focuses on video.

Moreover, Spotify has recently launched other initiatives to enhance video content. In October, the platform began rolling out music videos in select markets, although the U.S. isn’t among them. This feature allows users to enjoy songs alongside official music videos, similar to YouTube and YouTube Music.

Image | Spotify

Related | The Podcasting Crown No Longer Belongs to Apple or Spotify. Google Is Now King, Through YouTube That Is

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