Spotify will remove ad breaks from video podcasts and start paying creators based on how well their videos perform. “We can provide an experience for your audience that is superior to any other platform,” says CEO Daniel Ek.
Spotify is going all in on video. The company will soon begin paying creators based on how much engagement their videos receive from paid subscribers. Automated ad breaks in videos will also be turned off for paid Spotify subscribers to encourage more consumption. Both of these changes go into effect starting January 2nd, 2025 in the US, UK, Australia, and Canada.
Since Spotify made video podcasts widely available in 2022, consumption of the format has skyrocketed, with the number of video creators on the platform more than doubling each year. There are now over 300,000 video podcasts on Spotify, up from 250,000 in late June, and “video consumption hours have grown faster than audio-only consumption hours year-over-year,” according to company spokesperson Grey Munford.
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