Big news for creators! Today marks the biggest update to podcasts on Spotify ever-including a new monetization program for video podcasts, improved analytics and audience growth tools, new ways to get your podcast discovered on Spotify, and an exciting evolution of the name and brand of our creator platform.
We've been in the podcast game since 2019, and while the podcast ecosystem is as vibrant as it's ever been, the definition of a podcast is now more fluid. Creators are experimenting and engaging audiences in new ways through video, and podcast fans want the flexibility to seamlessly watch or listen to content depending on what they are doing. And it's clear that video is growing: According to our most recent Fan Study, we've seen an 88% surge in users consuming video podcasts in the past year alone.
That's why we're announcing an exciting leap forward in our creator ecosystem: Spotify for Podcasters is evolving into Spotify for Creators. It's a whole new chapter in our ongoing mission to give creators the tools to grow, monetize, and manage a show, whether it features audio, video, or both formats. And to mark this journey, we've launched a set of new features that make it easy to be successful on Spotify, no matter what type of show a creator has.
We sat down with Maya Prohovnik, Spotify's Vice President of Podcast Product, to discuss what this means for creators.
Congratulations on this evolution, Maya! What's driving these changes? Thank you! It's a big day for podcast creators on Spotify. We've seen some pretty major shifts across the industry in recent years. Creators are experimenting with different formats to draw in more fans, and audiences are changing their behaviors, too, by watching more of their favorite content instead of just listening. More than 250 million users have watched a podcast on Spotify, and nearly two-thirds of podcast listeners say they prefer podcasts with a video option! As podcasts and their creators evolve, so does Spotify.
We've updated the branding of our podcast creator platform from Spotify for Podcasters to Spotify for Creators because it better captures the expansiveness of whom we support today: It's a platform for both audio and video creators to grow, monetize, and manage content on Spotify. We want to be clear that we're supporting this evolution and this new generation of podcasters. We've massively upgraded our analytics and insights because we know how important understanding is for growth, and giving creators more data continues to be a big area of focus for us.
You mention video. Can you expand on that? In general, we have been steadily investing in video because of its growing popularity on our platform, and we'll always focus on things that we believe will make Spotify an even more powerful destination for creators and listeners. For creators, this has meant more tools to engage and connect with fans, better monetization opportunities, and more ways to be discovered and grow. For listeners, we've made some great enhancements to the viewing experience. They can still easily switch between watching or listening-whether they're on Spotify Premium or Free-and now Premium subscribers can watch their favorite video shows uninterrupted by ads. We're also giving them more ways to discover content because we know podcast fans are always looking for their next favorite show.
So, what does this all mean for the creator community? We've launched some great things for creators today. As mentioned above, the biggest change is that eligible video podcasters now get to offer the best possible version of their content to Spotify Premium subscribers, who can watch it uninterrupted by ads. And they'll get paid out by Spotify based on actual engagement, which is better for everyone. We're really excited about this and think this will immediately translate to more audience growth and retention, as well as more revenue, for most video podcasters.
I think podcasters will love the updated Spotify for Creators. This is where any audio or video podcaster can upload their audio and video content, understand their performance with powerful new analytics, interact with their fans, and monetize their show. We've also launched new ways for creators to customize their content on Spotify to help them stand out and grow their audience.
And why should they choose Spotify? In terms of Why Spotify, creators today should have their content wherever audiences are online. Spotify is one of the largest platforms in the world-we have more than 640 million users and more than 250 million subscribers. So I think the opportunity to reach new, highly engaged audiences is high. We also find that, generally, audiences on Spotify are more likely to stay loyal and return to a show they love, compared to other platforms that are more focused on driving users to viral content. But I don't think it's about choosing Spotify instead of other platforms; we understand that creators are multiplatform and multiformat, so our goal is just to make sure that access to Spotify and our audience is as easy as possible. We want every creator to have a path to success on our platform, and with today's updates, we think that's more true than ever before.
What changes are you most excited about? I'm excited by the opportunities that the Spotify Partner Program-our powerful new monetization program for creators starting in the U.S., U.K., Canada, and Australia-will unlock. We built it to open more ways for them to earn for their work since we know that's top of mind for many creators today. With this program, creators can earn a revenue share on ads played on or off Spotify, or they can earn based on how much Premium subscribers stream their video content. The video con
Europe Stories
09/11/2025
Dalet today announced a transformative leap forward for media operations: Agentic Artificial Intelligence (AI) that unifies the Dalet ecosystem under one natura...
06/10/2025
France T l visions, France's leading broadcaster, has received the 2025 EBU ...
18/09/2025
Forget just hearing a new album; last night, London lived one. Together with Spo...
18/09/2025
Spotify and Sony Music Group today announced an extension and expansion of their long-standing, successful global partnership. As part of their ongoing collabor...
18/09/2025
18 Sep 2025
VEON Inaugurates JazzCash Experience Lounge in Islamabad Dubai and Islamabad, September 18, 2025 - VEON Ltd. (Nasdaq: VEON), a global digital opera...
18/09/2025
Created by Tom Scharpling, Matt Berry and Natasha Lyonne, the new six-part serie...
18/09/2025
The eight-part sun-drenched thriller from Luther creator Neil Cross launches on ...
18/09/2025
Rohde & Schwarz announces new frequency models up to 54 GHz for R&S ZNB3000 vect...
18/09/2025
Individual phones could be tracked back to specific residential addresses
Sm...
18/09/2025
September 18 2025, 04:20 (PDT) Dolby Atmos arrives in Maruti Suzuki Victoris, e...
17/09/2025
It was the ultimate convergence of pop culture and literary prestige: Last night, Dua Lipa brought her Service95 Book Club podcast to the stage for a special li...
17/09/2025
Transatlantic collaboration combines experience and agility to drive innovation in network design and delivery
Luxembourg, September 16, 2025 - SES, a leading ...
17/09/2025
Wednesday 17 September 2025
UK artists capture icons of stage and screen, inclu...
17/09/2025
For the Moon Safari anniversary tour, AIR opened the doors to their backstage. Just a few hours before the Paris concert, DPA met with two key figures of the te...
17/09/2025
Auditions will be held in Dublin, Cork and Galway
The County Parade returns f...
16/09/2025
Hace una d cada, la m sica latina representaba apenas el 8% de las reproducciones globales en Spotify. Hoy, constituye m s de una cuarta parte (27%) de toda la ...
16/09/2025
A decade ago, Latin music made up just 8% of global Spotify streams. Today, it a...
16/09/2025
Spotify is expanding our video lineup with a new partnership with Zoo 55, part of ITV Studios. For the first time, acclaimed content from ITV Studios is landing...
16/09/2025
Calrec has strengthened its collaboration with audio metering expert RTW by integrating RTW's new TMxCore metering platform across its full range of Argo IP...
16/09/2025
Leading space solutions company will use optical ground stations to deliver faster, more secure data from space
Luxembourg, September 15, 2025 - SES, a leading...
16/09/2025
Comscore Unveils The Scoreboard: An Interactive Destination Surfacing Consumer B...
15/09/2025
Global K-Pop sensation aespa is redefining what it means to be rich with the r...
15/09/2025
Every day, millions of people around the world turn to Spotify to enjoy the audi...
15/09/2025
After months of intensive planning and implementation, Brembo SGL Carbon Ceramic...
15/09/2025
Unique sports content orchestration platform builds momentum among SES's cus...
15/09/2025
-- Opens door to growth in renewable energy New Delhi, India - 15th September -- Global business and industry leaders from around the world are joining technol...
13/09/2025
Harmonic's Software-Based XOS Advanced Media Processor Provides Unparalleled Efficiency and Unlocks New Business Models SAN JOSE, Calif. - Sept. 13, 2025 -...
12/09/2025
For fans, we know how important it is to stay plugged into music culture and dis...
12/09/2025
Link ping, Sweden and Shipley, United Kingdom, September 12, 2025 - Agama, the expert in video observability and analytics for service quality and customer expe...
12/09/2025
Feature-length retrospective from Studio Crook to air in 2026
Sir David Jason returns to the nation's favourite comedy channel, U&GOLD, for Open All Hours:...
12/09/2025
Friday 12 September 2025
The Boomtown Rats, Nyah Grace, Soweto Kinch, Royal Ballet and Madness also announced to perform at the ceremony on Tuesday
Sky today ...
12/09/2025
Wuppertal September 12, 2025
Riedel Unveils Ultra-Light Bolero Mini Wireless Intercom BeltpackAt IBC2025 in Amsterdam, Riedel Communications unveiled Bolero M...
12/09/2025
Wuppertal September 12, 2025
Riedel Communications Acquires hi human interfaceRiedel Communications today announced the acquisition of hi human interface fro...
12/09/2025
CORE+ virtually removes distortion, setting a new standard for church sound and giving worship teams the clarity and confidence they need.
Read the full artic...
12/09/2025
The Late Late Show is back with a bang after the summer break, and Patrick Kielt...
12/09/2025
The World Athletics Championships, Ireland v France in the Women's Rugby World Cup quarter-final, the Irish Champions Festival, and two Sports Direct Men...
12/09/2025
The Records Show starts Sunday at 6.30pm on RT One and RT Player.
Katie Hanno...
11/09/2025
RADAR, Spotify's program for emerging talent, recently hit a major milestone...
11/09/2025
Link ping, Sweden, September 11, 2025 - Agama, the expert in video observability & analytics for service quality and customer experience, announced today the la...
11/09/2025
Under the USD 89.6 Million award, SES Space & Defense will provide global commer...
11/09/2025
Leading Balkan DTH provider adds capacity to consolidate its m:Sat TV platform at 23.5 degrees East and serve more customers across the region
Luxembourg, 11 S...
11/09/2025
UKTV's free streaming service U launches on Sky Q
Free streaming service U has launched on Sky Q in the UK, UKTV and Sky confirm today, expanding the footp...
11/09/2025
From the discreet 2061 lavaliers to 4099 and 4011 mics, the setup delivered clean, natural sound in one of the most challenging broadcast environments.
Read th...
11/09/2025
From rugged build quality to natural, detailed sound, the verdict is clear: big performance can come in a very small package.
Read the full review here!...
11/09/2025
Tonight on Prime Time
RT One and RT Player at 9:35pm
Tonight RT Prime Time...
11/09/2025
RT Statement: 2026 Eurovision Song Contest
At the General Assembly of the European Broadcasting Union (EBU) in July, a number of EBU members raised concerns ...
10/09/2025
Lossless on Spotify Premium is here.
Lossless audio has been one of the most a...
10/09/2025
The Television Will Be Revolutionised Sep 10, 2025
Written by Sunit Kotecha, Director of Delivery and Operations, YouView
2025 marks a century since the f...
10/09/2025
First of Spains F110 frigates get future-ready with Rohde & Schwarz communicatio...
Big news for creators! Today marks the biggest update to podcasts on Spotify ever-including a new monetization program for video podcasts, improved analytics and audience growth tools, new ways to get your podcast discovered on Spotify, and an exciting evolution of the name and brand of our creator platform. 
