All blog posts

Spotify Launches Partner Program to Help Monetize and Promote Podcasts

Martina
14 January 2025, Tuesday

Share this article on

Seven months after its announcement, Spotify officially launched the Spotify Partner Program, a new monetization initiative aimed at providing podcasters with new revenue and discovery opportunities.

New monetization and discovery opportunities for eligible podcasters

As of January 2025, the Partner Program is live in the US, Canada, the UK, and Australia. Eligible podcasters in these regions can now leverage the program to monetize their content and generate revenue more effectively. It’s important to note that the emphasis here is particularly on video shows. The platform has been pushing to expand its video content offerings, and the Partner Program strives to reflect and support this ambition.

The Spotify Partner Program offers two primary revenue streams for podcasters:

Paid video revenue: Podcasters receive a share of revenue from Premium subscribers who engage with their programming. In return, Premium subscribers enjoy ad-free access to these shows. Spotify has stressed that this will not impact musicians on the platform and the respective music royalties pool.

Ad revenue: Podcasters earn a 50% share of the revenue generated every time a Spotify-monetized ad plays during their episodes, both on and off Spotify.

These revenue models aim to help podcasters and creators navigate seasonal changes and the platform's overall advertising fluctuations, ensuring steadier and more predictable income. However, Spotify’s push for the program may also be influenced by its slipping position as the leasing podcast platform. It was YouTube that claimed the title in 2024, as reported by Digital Music News Pro.

Therefore, the Partner Program is designed to not only benefit podcasters but also improve the experience for viewers and listeners. Allowing Premium users to have an uninterrupted ad-free viewing experience enhances user experience and boosts Spotify’s appeal as a video content destination. This, in turn, motivates podcasters to create high-quality content, attracting even more users to the platform.

As previously mentioned, the Partner Program is also offering new promotion opportunities. Spotify has debuted short-form videos (up to 90 seconds) to promote podcast shows on the platform and thus drive discovery. As reported, since their launch in select countries in November 2024, these videos have proven 33% more effective than traditional previews in converting casual browsers into engaged listeners.

Who is eligible for the Spotify Podcast Partner Program?

For a show to be eligible to apply for the Spotify Partner Program, its creator must, at a minimum, meet the following criteria:

Host their podcast on Spotify for Creators.
Have a legal address in one of the eligible countries — Australia, Canada, the United Kingdom, or the United States.
Have published at least 12 episodes of their show.
Achieve a minimum of 10,000 consumption hours on Spotify in the last 30 days.
Reach at least 2,000 people who have streamed their show on Spotify in the last 30 days.

For more details, creators can check out the criteria on the Monetize page in Spotify for Creators.

Podcast creators have allegedly been embracing the framework so far, with over 65% of eligible shows and networks having already enrolled in the program. Hosts reportedly particularly appreciate the program's ability to foster audience loyalty and retention while also offering new ways to engage with and grow their fanbase on the platform.