Spotify Reveals More Opportunities and Features for Creators During Stream On

Artists, songwriters, video and content creators, podcasters, and fans from all over the world joined Spotify for our second Stream On event today in Los Angeles. Alex Cooper, Bill Simmons, Ed Sheeran, Emma Chamberlain, Jennifer Lopez, GloRilla, Halsey, Joe Rogan, The Jonas Brothers, Karol G, Luke Combs, St. Vincent, Tash Sultana, and other luminaries mixed with Spotify team members to share announcements and inspiring stories, and take part in hands-on demos of new artists tools and creator resources coming to the platform. 

“Stream On is about all the ways we are bringing Spotify to life and letting creators at all stages of their careers know that we are open for business,” Spotify Founder and CEO Daniel Ek said. “We are focused on building the best home for them—a place where they can establish a career, thrive, and grow, and where the world can be inspired by their creativity. And that’s what we’ve been doing for almost 17 years: building, improving, and reimagining this home to better meet creator needs and help them chart new pathways to success.”

From new app functionality to a holistic one-stop shop for podcasting to more opportunities for artists to engage with their fans, Stream On further cements our commitment to the creative community.    

“As we look to the future, we are excited to expand that ambition to even more creators across new formats. We’re enabling more creativity, discovery, and personalization than ever before by providing the best resources, support, and interactivity,” Daniel said.

Helping fans discover creators and artists

We’ve unveiled one of the biggest evolutions since Spotify’s inception: a new, dynamic interface on mobile built for deeper discovery and more meaningful connections between artists and fans. 

With this new experience, we’re giving fans an even more active role in the audio discovery process, and giving creators even more space to share their work. Powered by advanced recommendations, new visual canvases, and a completely new and interactive design, the new interface is making discovering new audio easier than ever before and helping introduce users to their next favorite artist, podcast, or book. It’s all about closing the distance between creators and fans—and setting the stage for long-term, lasting connections that reach beyond viral success. 

The new Spotify will roll out in waves to our 500 million+ monthly active users beginning today. Here’s what to expect:

  • Music, podcast, and audiobook previews across Music, Podcasts & Shows, and Audiobooks feeds for listeners to sample before they play or save. We’re also bringing “shortcuts” to the top of listeners’ feeds—giving users easy access to some of their recent and favorite listens. 
  • New feeds for discovery on Search that will allow users to quickly and easily explore personalized, short Canvas clips from tracks across some of your favorite genres. Users can easily save the song to a playlist, follow the artist, or share it with friends, all from one place. Looking for something else? Explore related genres using the hashtag within the feed, all with the goal of making discovery even easier. 
    • We’re also bringing this feature to popular playlists like Discover Weekly, Release Radar, New Music Friday, and RapCaviar, inviting users to preview tracks on a playlist before diving in. 
  • Just like with music, we’re now serving Autoplay for Podcasts—when a podcast ends, another episode that fits the user’s tastes and is relevant will automatically start playing. 
  • More to love with our personalized AI DJ that transforms how listeners hear and discover the music they love. 
  • Smart Shuffle, the easiest way to breathe new life into custom curated playlists with just the tap of a button.

“Spotify recommendations drive close to half of all users’ streams. And when listeners decide to follow a creator, they listen to, on average, five times more of their music,” said Gustav Söderström, Spotify Co-President and Chief Product & Technology Officer. “That’s why discoveries on Spotify—unlike many other platforms—give creators so much more than just a fleeting moment of viral fame. Those meaningful, long-term connections are a key part of what makes Spotify a platform for professional and aspiring artists.”

Supporting artist success through streaming

We also unveiled our annual music royalties report, Loud & Clear. The 2023 update demonstrates that more and more artists are finding success than ever before: The number of artists generating $1M+, as well as those generating $10,000+, has more than doubled over the past five years. Additionally, we estimate that the 50,000th highest-earning artist on Spotify generated more than $50,000 across all recorded revenue sources. 

Loud & Clear also details how Spotify pays the vast majority of every dollar it generates for music—nearly 70%—back to the industry, and all-time Spotify payouts to music rights holders are approaching $40 billion.  

Enabling audience development for artists through new and enhanced tools

We’re always building up our suite of tools to help artists find the fans who’ll love their music most. Here are a few of the new features they will soon find in the Campaigns section of Spotify for Artists:

  • Marquee is a full-screen, sponsored recommendation of a new release that’s focused on reaching listeners who have shown interest in an artist’s music. On average, Marquee is 10 times more cost-effective at getting listeners to stream music on Spotify than ads are on the most popular social media platforms. 
  • Discovery Mode is a tool through which artists and their teams identify priority songs, and Spotify will add that signal to the algorithms that shape personalized listening sessions. Today, Discovery Mode is directly available within Spotify for Artists, and is accessible to a wider range of artists and their teams, including thousands of independently distributed artists and labels.
  • Showcase is a mobile card on our brand-new home feed that will introduce an artist’s music—whether a new release or catalog—to likely listeners. We’re just starting to test Showcase with artists and labels, and will make it more widely available in the near future.

We also shared more details on the next revenue line we’ll enable to help artists grow: merchandise and live events.

  • New Concert and Merch Discovery tools will help make sure concertgoers never miss another show. Listeners will begin to see merch offers and concert listings in far more places across the app. If a show catches a fan’s eye, they can tap a new “interested” button to save the listing to their own calendar in the Live Events Feed. Users can adjust their location and browse concerts worldwide, all personalized to their taste. 
  • Spotify is also expanding its Fans First program to include more artists, ensuring top listeners receive emails and notifications that give them special access to concert pre-sales and merch exclusives.

And we unveiled new features and product expansions that allow more artists to express themselves in new ways and build buzz among fans. These include:

  • Spotify Clips, which lets artists add 30-second videos to their artist profiles and album pages so fans can go deeper into their stories while they’re listening; and
  • Countdown Pages, which provide dedicated space on an artist’s profile and Spotify’s Home feed for fans to pre-save albums, see exclusive videos, pre-order merch, preview tracklists, and watch the timer count down to a new release. 

Reintroducing Spotify for Podcasters as our one-stop shop for creators

Podcast creators joined our executives onstage to showcase the reimagined Spotify for Podcasters. The site now brings together the best of Spotify’s podcast creator tools into a one-stop shop to create, manage, grow, and monetize podcast content, including: 

  • Broader availability of Spotify-unique features like video podcasting, interactive episodes using Q&A and Polls, subscriptions, and robust analytics
  • Podcast previews, Podcast Chapters, Spotify Labs, and a new space for educational podcasting content
  • Megaphone, Spotify’s hosting solution for enterprise publishers, will be integrated into Spotify for Podcasters in the future. Netflix and Australia’s Schwartz Media were just signed on as two of the latest publishers.

We also looked back at the growth of the Spotify Audience Network (SPAN), our audio-first marketplace that connects podcast publishers and independent creators with advertisers, including monthly payouts to opted-in publishers. 

  • Since we launched SPAN in 2021, it has grown by nearly 50%. Advertiser participation has since increased by 500%.  
  • The number of independent and enterprise podcasters taking part in SPAN has grown eightfold in the last two years, with NPR being the latest publisher to join the network.
  • We’re partnering with Patreon, which will enable creators to expand their creative business through direct payments from fans, and allow fans to listen to their Patreon content on Spotify.

Announcing new and expanded Spotify Originals and exclusives

Spotify Original and exclusive podcasts saw much success in 2022, with Case 63, The Joe Rogan Experience, and Call Her Daddy taking the top spots of the Wrapped top global podcasts. And now that Anything Goes with Emma Chamberlain is exclusively on our platform, Spotify has four of the top five biggest hits worldwide. 

We’re expanding our catalog with new shows, including The Riddler: Secrets in the Dark. This latest title follows the Batman Unburied series and its characters in a brand-new story led by Phantom 4 and filmmaker, novelist, and comic book writer David S. Goyer

We’re also introducing more video podcasts, with Forbidden Fruits with Julia Fox and Niki Takesh returning for a second season and an exclusive video podcast edition of the show. Drew Afualo’s podcast, The Comment Section, is also coming to Spotify exclusively starting April 5. 

We’ve also entered into an exclusive video partnership with Markiplier to produce exclusive video episodes of Distractible and Go! My Favorite Sports Team for Spotify beginning today. And with innovative partnerships on the way from Collab, Creative Juice, Get Engaged Media, Golden Child, and Karat to bring their creators’ videos to Spotify, as well as limited video series exclusively available on Spotify from Mindset Mentor, we’re looking forward to introducing millions of new listeners to video podcasts. 

Welcoming creators and artists “home” to Spotify

Immediately following the presentation, we opened the doors of our campus in Los Angeles’ Arts District to creators for our “Play On” event to demo new products, hold workshops with top industry creators, and share insider knowledge on how best to use Spotify from the people who helped develop the tools at the company. To close out the activities, we’ll be hosting an all-female showcase to celebrate International Women’s Day. 

“Today, there are more than 10 million creators on Spotify, with over half a billion listeners across 184 countries and markets,” Daniel noted. “Think about the massive potential that represents for creators. No matter where you are on your own creative journey within music, podcasts, or audiobooks. The potential to reach half a billion people. And that reach is about to become more powerful with what we’ve introduced today.”

Watch the 10-minute recap of the entire event below.


Forward-Looking Statements

The discussion above contains forward-looking statements. All statements other than statements of historical fact are forward-looking. For example, the words “will,” “expect,” “potential,” and similar words are intended to identify forward-looking statements. Our forward-looking statements are based on our current expectations and management’s belief about future events and trends, and are subject to risks and uncertainties, many of which may adversely affect our business and results of operations, including, but not limited to, our ability to attract and retain users and monetize our products and services; competition; risks associated with our international operations and growth; risks associated with our new products or services and our emphasis on long-term over short-term results; our ability to predict, recommend, and play content that our users enjoy; our ability to maintain the integrity of our technology structure and systems or the security of confidential information; and other risks as set forth in our filings with the United States Securities and Exchange Commission. We undertake no obligation to update forward-looking statements to reflect subsequent events or circumstances.