One Year In: How Creators Are Growing Their Shows and Connecting With Audiences Through the Spotify Partner Program

In 2025 we launched the Spotify Partner Program to give creators more ways to turn their passion for podcasting into a sustainable business. Built to unlock new revenue streams, the program includes audience-driven payouts from Spotify Premium video engagement in select markets and ad monetization on Spotify Free and other listening platforms.

Video podcasts have been a hit with Spotify users since the format launched on our platform in 2021. And as video consumption grows, the program gives creators opportunities to earn more from their content while offering listeners a seamless, uninterrupted viewing experience in select markets.

With a strong first year behind it, we're expanding the Spotify Partner Program with updates that make it easier for more creators to join, reduce friction across platforms, and offer greater flexibility in how creators earn.

For the Record caught up with podcast hosts Chris Williamson (Modern Wisdom), Tim Gabel (Tim Gabel Podcast), Bella Fiori (Mystery Mondays), and Joe Santagato (The Basement Yard) to hear how the Spotify Partner Program has shaped their work, inspired their creative process, and deepened their connection with fans.

How has the Spotify Partner Program helped your show and your day-to-day workflow? Chris: The program has created a new revenue stream with very limited additional work. And it's grown the show on the platform where most of my audience already is.

Tim: The Spotify Partner Program has created real investment security for our show. It allows us to plan long term, reinvest in better production and team structures, and focus fully on creating the best possible content. Knowing that high-quality work is reliably rewarded changes the way you operate day to day. It shifts the mindset from short-term optimization to sustainable growth. Most importantly, Spotify treats creators as long-term collaborators. It truly feels like a partnership.

How has video changed your relationship with your audience? Bella: Video is so important when it comes to connecting with people, particularly when it comes to true crime. It's a powerful storytelling medium that allows you to immerse audiences in a case. To see someone's grief, their shock, their guilt, to be able to watch a police interview rather than just having it described to you, really helps the audience connect with the content.

What's something new you've been able to bring to your show using video? Joe: Adding video to The Basement Yard has had an enormous impact on the show's growth and level of fan engagement. As a comedy podcast, video allows us to not only be more physical with our comedy but also expand the creative choices we can make. For example, we've created viral visual moments like having a special-effects artist transform during a Halloween episode or hiring a mariachi band to barge in on an episode.

Tim: Video has fundamentally expanded how we tell stories and explain complex ideas, which significantly deepens engagement and understanding. Two recent episodes come to mind where we animated and integrated the scenes guests were talking about. Seeing the moments being described transforms the experience entirely-it turns abstract conversation into something tangible and immersive for the audience.

How does the Spotify Partner Program contribute to your success as a creator? Chris: It removes pressure. When you're not constantly worrying about the mechanics, you can focus on doing good work and not overthink it. Through the program, I've been able to unlock a reliable, recurring revenue stream averaging six figures per month.

Tim: The Spotify Partner Program gives us something every creator is ultimately chasing: a little peace of mind. Knowing that the work we put out can sustainably support the show allows us to think bigger, plan further ahead, and invest with confidence. It also means being able to fairly compensate the people who pour their heart, energy, and craftsmanship into the podcast every single day, and that changes everything.

Bella: Because the program is so effective, I've been able to cut back on in-show ads. That's helped a lot with viewer retention and making the content more enjoyable to watch. My viewers have actually noticed, and I've gotten positive feedback about the experience. It's also boosted my other platforms and brought in a completely new audience that I didn't have before I began posting on Spotify.

Joe: The program has opened a new lane for revenue and discovery, which allows me to further invest back into the business. As the show grows, it's important that quality increases, which includes set and camera upgrades as well as being able to staff a team to help manage the daily operations of a growing podcast. Without these investments, it would be very difficult to scale.

Head to Spotify for Creators to learn more about the Spotify Partner Program.

LINK:	https://newsroom.spotify.com/2026-01-08/spotify-partner-program-creato...
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