Spotify has announced a series of new features and monetisation tools for video podcasts in response to an explosive rise in video consumption on the platform.
Over 250 million users have now streamed a video podcast on Spotify, with the number of creators actively publishing video content each month climbing by over 50 per cent year on year. Shows like The Joe Rogan Experience, Call Her Daddy, The Comment Section, and The Diary of a CEO with Steven Bartlett have been instrumental in driving this growth.
At its Now Playing event, Spotify introduced updates to enhance the viewing experience and help creators reach broader audiences while monetising their content. Key announcements include:
- Uninterrupted Video Podcasts: Starting in January, Spotify Premium subscribers in the US, UK, Australia, and Canada can enjoy uninterrupted streaming of their favorite video podcasts, free from dynamic ads.
- Spotify Partner Program: Also launching in January, this program offers a two-fold monetisation system for eligible creators. Creators in select markets will be able to generate Premium Video Revenue from consumption by Spotify Premium subscribers and earn ad revenue from dynamic ads in their episodes across Spotify and other platforms.
- Spotify for Creators: Spotify’s podcast hosting and analytics platform is now rebranded as Spotify for Creators, offering a streamlined platform with enhanced tools, including a new mobile app, improved analytics, interactive creator-fan features, and expanded distribution options.
- Podcast Clips: Creators can now upload short, vertical clips from their episodes, complete with custom thumbnails to attract more viewers.
- Seamless Streaming: To enhance the user experience, Spotify is enabling uninterrupted streaming between foreground and background modes, allowing users to effortlessly switch between watching and listening.
Global and Australian Video Podcast Growth
Spotify has seen significant video podcast growth worldwide, with global Video Podcast Monthly Active Users (MAU) up 60 per cent year over year. In Australia, the popularity of video podcasts is surging: Australian creators’ video podcast output grew by over 60 per cent year on year, with consumption hours up 11 per cent and monthly video podcast listeners up over 40 per cent. Australia now ranks as the top Spotify podcast market in the Asia-Pacific region in terms of consumption hours. The fastest-growing categories in Australia include Politics & Current Events, Horror, Paranormal & Conspiracy Theories, and Business & Technology.
The new offerings are set to roll out globally starting in January 2024, providing creators and audiences with a more engaging, monetisable, and streamlined video podcasting experience on Spotify.
