Spotify has invested over $100 million in podcasters as part of a strategic initiative launched in 2025 to contend with YouTube, which dominates the video podcast space. The introduction of a new partner program allows for additional revenue streams, encouraging creators to upload video content by offering incentives based on premium subscriber engagement. Video podcasting's popularity has surged, with more than half of Americans over 12 having watched video podcasts, primarily on YouTube, which remains the industry leader with 1 billion monthly podcast consumers. Spotify, although trailing with 170 million monthly podcast listeners, aims to challenge YouTube by eliminating dynamic ads for some paid subscribers and seeing a 40% increase in video consumption since January. The financial impact of this initiative is significant, as illustrated by creators like David Coles and YMH Studios, who have seen substantial revenue increases from Spotify after joining the partner program, highlighting the potential for Spotify to shift creator priorities towards its platform.

Spotify has paid over $100 million to podcast publishers and creators since January 2025, aiming to attract more creators as video podcasting increasingly shifts audiences to YouTube.

More than half of Americans over 12 have watched video podcasts, largely on YouTube, which reaches 1 billion podcast consumers monthly, overshadowing audio-only platforms like Spotify.

Spotify, with 170 million monthly podcast listeners, remains an underdog compared to YouTube, which paid over $70 billion to creators between 2021 and 2024, but Spotify continues to be a major player due to its talent roster.

The new partner program introduced by Spotify offers incentives for creators to upload videos, allowing eligible hosts to earn additional revenue based on premium subscriber engagement with their content.

Spotify's strategy includes removing dynamic ads for paid subscribers in certain markets, leading to a 40% increase in video consumption since January, positioning itself to potentially shift creator priorities.

David Coles, a podcast creator, reported a significant increase in Spotify revenue from $45,500 to $81,600 quarterly after joining the partner program, highlighting the financial benefits for creators.

YMH Studios, a large podcast network, experienced a more than threefold increase in quarterly Spotify revenue, indicating the program's success in attracting high-profile creators away from YouTube.