Spotify is introducing new features to expand its video capabilities and help creators grow their audience and earnings. These updates were announced at Now Playing, an event held at Spotify’s Los Angeles campus. Spotify’s CEO Daniel Ek and co-president Gustav Söderström described the updates as a major step forward for the platform, especially for podcasts.
One of the key announcements was Spotify for Creators, a revamped version of the Spotify for Podcasters platform. This all-in-one platform includes podcast hosting, analytics, and new monetization options. It also features tools for improving interaction with listeners and better distribution of audio and video content.
Ek shared the motivation behind these changes, saying, “We want Spotify to be the best platform for listeners and the most supportive partner for creators. These updates reflect what our users want—more ways to watch, listen, and discover content.”
Spotify is also making it easier for creators to use video. Eligible creators can now upload short, vertical video clips directly to the platform to promote their episodes. These clips can include custom thumbnails, helping creators attract attention without relying on other social media platforms like Instagram or TikTok.
One creator at the event noted how this feature simplifies the process, allowing audiences to discover and stay engaged within Spotify itself.
Spotify is rolling out two new ways for creators to make money:
- Premium Video Revenue: Starting January 2024, creators in countries like the U.S., U.K., Canada, and Australia can earn money based on how much Premium subscribers watch their videos.
- Dynamic Ads: Creators will also earn from ads placed in their episodes, whether listeners are on Spotify or other platforms.
Ek explained that Spotify Premium users tend to listen more than those on free accounts, making this an opportunity for creators to benefit from increased engagement.
Instead of focusing on exclusive content, Spotify’s new approach supports creators in building their own audiences and making the most of their content.
With these changes, Spotify is making it easier for creators to grow, connect with fans, and earn from their work—all while keeping things simple for listeners.
