If you’ve been following podcast news over the past few months, it won’t be surprising to hear that Spotify is making a substantial push toward video.
7-figure deals to attract more video-first creators to the platform have led to a 70% increase in video content on the platform in the past year alone. This move toward YouTube’s video podcasting crown comes alongside another big change: “Spotify for Podcasters” is now “Spotify for Creators.”
Self-described as their “Biggest. Change. Ever.”, the rebrand was announced this past November at Spotify's Now Playing event in LA, demonstrating a clear vision to make video a cornerstone of the platform's future.
However, while Spotify’s push toward video presents exciting opportunities, it also raises questions about control, discoverability, analytics, and revenue potential for audio-first podcasters.
To help podcasters understand a bit more about this change and what it means, we put together some key takeaways about what we know so far.
What’s new on Spotify
At its core, Spotify’s rebranding of Spotify for Podcasters to Spotify for Creators reflects a broader pivot from an audio-first platform to an all-encompassing creator ecosystem. Here's a summary of the need-to-knows:
- Video podcast integration: As I’m sure you’ve gathered, Spotify is doubling down on video, allowing creators to upload video podcasts directly. These videos will bypass traditional RSS feeds, with content cached and hosted by Spotify.
- Spotify Partner Program expansion: Creators in this program can now earn revenue from Premium subscribers consuming ad-free video content. However, eligibility requirements have tightened, limiting access to only high-performing podcasts.
- Ad-free video for premium users: Spotify Premium users will enjoy ad-free video content and free users will still encounter ads. Creators, however, lose some control over dynamic ad insertions and programmatic advertising.
- Integrated ads: Host-read or baked-in sponsorships are still permitted, similar to YouTube’s approach. Creators may also see Spotify stepping in to sell these ads for high-profile partnerships.
- Analytics and monetization challenges: Creators lose key metrics like IAB-certified downloads, prefix analytics, and dynamic ad tracking for video content. The potential revenue from Premium subscribers remains uncertain.
How Spotify for Creators impacts podcasters
The rebrand has a lot of moving parts, which naturally leaves podcasters wondering how this change impacts them.
Are audio-first creators getting left behind?
I don’t think that’s the case, but with the expansion toward a broader “creator” ecosystem, there are some changes that are important for podcasters to be aware of.
1. RSS feeds under threat
For years, RSS feeds have been the bedrock of podcasting, enabling creators to distribute their content seamlessly across multiple platforms while retaining control over analytics, ad delivery, and creative decisions. This open, decentralized model has been instrumental in the podcasting industry's growth, allowing creators to build audiences without being tied to any one platform.
By sidelining RSS distribution for video content and requiring creators to upload directly to its platform, as Bryan Barletta of Sounds Profitable aptly puts it, “Spotify is creating a walled garden.”
What this means for podcasters
Spotify’s move away from RSS feeds will most likely impact podcasters in the following ways:
Ad delivery
Dynamic ad insertion (DAI), a cornerstone of podcast monetization, becomes largely unavailable for video podcasts on Spotify. Traditionally, creators could partner with hosting platforms to serve targeted, programmatic ads that updated over time. Without DAI, podcasters lose this flexibility, forcing them to adopt integrated ads or rely on Spotify’s proprietary ad systems.
Analytics visibility
RSS feeds provide podcasters with access to detailed metrics through hosting platforms, such as log-level data, download numbers, and listener behavior. Spotify’s closed system restricts access to such granular analytics, leaving creators reliant on the platform’s limited insights. This lack of transparency could hinder creators’ ability to make informed decisions, tailor their content and marketing strategies, and negotiate sponsorships and ad deals effectively.
2. Integrated ads resurgence and the loss of DAI
For years, dynamic ad insertion (DAI) has been the dominant monetization strategy for podcasters, allowing flexibility and scalability. Dynamic ads offer a level of customization and adaptability that integrated ads lack—ads can be tailored to specific audiences, updated seasonally, or replaced as campaigns end. In contrast, integrated ads are “baked in” during production, making them a permanent part of the episode.
So, why is Spotify betting on integrated ads? One reason is the platform's pivot toward a video-first ecosystem. Integrated ads align more naturally with video content, where visual and auditory elements need to blend seamlessly. Think about YouTubers who weave sponsorships naturally into their content—Spotify envisions a similar model for “creators.”
What this means for podcasters
For podcasters, however, this resurgence isn’t without challenges. Integrated ads require podcasters to rethink their sales strategies and production workflows. Negotiating deals becomes more time-sensitive since ads must be finalized before an episode’s release. Creators also lose the ability to refresh ad inventory, which limits their potential for long-term revenue growth from archived episodes.
Additionally, podcasters will need to align ad scripts with content themes and maintain consistency across episodes, especially for ongoing partnerships. While the approach can lead to deeper brand integration, it demands significant effort and a strategic shift away from the convenience of DAI.
3. Discoverability vs. monetization
While video content on Spotify offers the promise of reaching new audiences, it complicates the financial equation for creators.
On one hand, video podcasts can attract a broader audience, particularly younger demographics who are accustomed to consuming video-first content on platforms like YouTube and TikTok. Spotify’s algorithmic recommendations and curated playlists also boost visibility, helping creators expand their reach. But at what cost?
The monetization model for video podcasts on Spotify is murky at best. Revenue-sharing terms for Spotify Premium subscriptions are unclear, leaving podcasters to wonder if the earnings will justify the loss of traditional monetization avenues like dynamic ad insertion.
What this means for podcasters
Spotify’s decision to prevent creators from serving their own dynamic ads in video podcasts is a particularly sore point. For many, this shift represents a trade-off between growing their audience and maintaining control over their revenue streams.
Moreover, the platform’s focus on premium subscribers creates a fragmented experience. Video podcasts are ad-free for Spotify Premium users, potentially reducing revenue opportunities for creators. While host-read or integrated ads are still allowed, the lack of dynamic ad support forces creators into a monetization model that may not be as lucrative.
For podcasters, the decision to lean into Spotify’s video offerings comes with risks. Does the potential for discoverability outweigh the uncertainty surrounding revenue? And can creators find ways to balance audience growth with sustainable monetization strategies? These are questions the podcast industry is still grappling with.
Will Spotify overtake YouTube as the video podcasting giant?
Spotify’s video podcasting push puts it in direct competition with YouTube – the video giant that’s quickly secured a key spot in podcasting. Take a look at the numbers:
- 64% of podcast listeners found YouTube to be a better podcast experience compared to audio-only formats
- 48% of podcast listeners find new podcasts on YouTube
- YouTube is the most used podcast platform for consumption at 34%
On top of providing a great user experience, YouTube provides robust monetization tools, from ad revenue sharing to sponsorship integrations, all while offering unparalleled discoverability. Podcasters on YouTube benefit from the platform’s search functionality, recommendation algorithms, and massive user base. Spotify’s audience, while significant, doesn’t yet rival YouTube – the world’s second-largest search engine with over 2.5 Billion users.
However, because Spotify’s push toward video is a lot more recent than YouTube’s arrival on the podcast scene in 2022, we can’t say how these numbers will compare years down the line.
Regardless of who will hold the “video podcast crown” down the line, we always urge podcasters to be available on all the major podcast platforms. Even if you’re an audio-only show, you can upload a static image with your audio to YouTube Podcasts – which should live in addition to your show on more traditional podcast directories like Apple Podcasts, Amazon Music, etc;
Has video killed the podcast star?
As platforms like Spotify evolve, there is a growing need for solutions and resources to support creators navigating new distribution models.
However, if you’re an audio-first podcaster worried about making the shift to video – remember: it’s entirely optional. Before hopping on the bandwagon (even if Spotify is “telling you to”) evaluate your time, resources, and content vs. the potential reward. For many podcasters, putting together a high-quality, compelling video counterpart isn’t feasible – and that’s okay!
Sharon Taylor puts it best: “Podcasts are not going to become a "video-first medium". A video-first medium has been around for a long time and has a name - it's called video.”
With that said, the main takeaway for podcasters is this: Spotify for Creators is likely to continue to attract video-first creators and boost audience growth for some podcasters. This doesn’t, however, come without its trade-offs. For instance, the loss of dynamic ad insertion, restricted analytics, and the sidelining of RSS feeds.
Ultimately, Spotify’s move appeals to a subset of creators but it is unlikely to prompt widespread adoption unless the financial benefits and audience growth opportunities are overwhelmingly compelling.
To learn more about the impact of Spotify for Creators, I highly suggest checking out these other industry resources from Sounds Profitable and Podnews.
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