Spotify is putting creators at the forefront with 2025 changes challenging YouTube and TikTok
Spotify is ramping up its competition with YouTube in the lucrative space of video podcasts.
The Swedish company have unveiled their plans to share revenue with video podcast creators based on the engagement of their videos, a model similar to Youtube.
The streaming giant recently unveiled new features aimed at attracting video creators and providing users with a more seamless viewing experience, while Premium subscribers will enjoy ad-free playback of video podcasts. This shift marks a significant expansion from Spotify’s roots as a music platform into a broader multimedia space. 
“By giving you guys, the creators, another path to monetisation beyond ads, we’re freeing you up to do what you like doing, which is creating.”
Spotify CEO Daniel Ek
The company also introduced “Spotify for Creators,” a suite of tools that includes advanced analytics and promotional options like clip-sharing to help podcasters grow their audience. These moves directly challenge YouTube, which has been pushing further into podcasting by integrating podcasts into its video-focused platform.
“We can provide an experience for your audience that is superior to any other platform.”
Spotify CEO Daniel Ek
Spotify has yet to disclose the exact payment structure for video podcast creators, but it’s been suggested that the rates are designed to rival those offered by major video platforms, signalling a serious bid for creator loyalty. This move underscores Spotify’s commitment to luring top talent and challenging YouTube’s dominance in video content.
To qualify for Spotify’s new revenue-sharing program, launching January 2 in the US, Canada, UK, and Australia, creators must meet specific criteria. These include uploading content via the “Spotify for Creators” portal, have at least 12 published episodes, and achieving 10,000 streaming hours from a minimum of 2,000 unique listeners across 30 days.
Once an exclusive music-streaming service, Spotify began reshaping its identity five years ago by acquiring prominent podcast production companies and securing high-profile exclusivity deals, such as The Joe Rogan Experience and Call Her Daddy.
In 2020, the platform ventured further into video by enabling podcasters to upload visual content, paving the way for the current library of over 300,000 video podcasts.
This strategic evolution reflects Spotify’s ambition to position itself as the preferred publishing platform for video creators.
