In Jan. 2024, during its ‘Now Playing’ event, Spotify launched its Partner Program. The program offers podcasters two ways of monetizing their content. One way is through audience and viewer metrics on Spotify Premium videos. The other is through ads on Spotify Free and other podcast platforms.
According to Spotify’s Support page, the platform takes 50% of ad revenue. And while we don’t want to count all our chickens before they hatch, the numbers suggest that one month on, things are at least going in the right direction for this new initiative.
In an email to Passionfruit, Spotify shared a number of figures related to revenue growth and audience engagement. The average increase in viewership of Spotify’s top 20 video podcasts eligible for the Partner Program is 24%. Moreover, video podcast consumption has increased by 20% since January.
According to Spotify, the Partner Program increased payouts to creators by 300% in January 2025 compared to last year. Regarding creator payout, Spotify said hundreds of creators earned more than $10,000 in monthly revenue. As for the top podcasters, the app claims that they earned “well into six figures.”
With lucrative numbers like this, more and more creators will likely sign up for the program. It also goes to show the power of video podcasts as a medium for creators, which may help them adopt a more video-first approach in the future.
