Tag: roman wasenmuller

Spotify and Netflix Partner With Jay Shetty to Bring ‘On Purpose’ to Video Across Both Platforms

May 27, 2026

On Purpose is one of the most popular podcasts in the world, known for conversations with influential voices across culture, wellness, and personal growth. Now, Spotify, Netflix, and host Jay Shetty are teaming up to bring the show to video across both platforms beginning July 13.

“On Purpose has built one of the most engaged podcast audiences in the world, and we’re excited to expand our partnership with Netflix and Jay by bringing video episodes to Spotify,” said Roman Wasenmüller, VP, Global Head of Podcasts, Spotify. “Spotify is already where millions of fans come to listen to the show, and this next chapter builds on that momentum by giving audiences an even more immersive way to experience it. This partnership also reflects our continued investment in video and our commitment to helping creators grow global franchises on Spotify.”

The partnership reflects growing demand for video podcast experiences and Spotify’s continued focus on helping creators deepen connections with their fans. 

“Jay Shetty has an extraordinary ability to spark deep, meaningful connections that resonate with millions,” said Lauren Smith, Netflix VP of Content Licensing and Programming Strategy. “By joining forces with Spotify, we’re giving On Purpose an expansive new canvas, bringing these visually captivating interviews to our members’ screens.”

Spotify will now also serve as the global sales representative for the show and offer fans the flexibility to seamlessly watch or listen within a single app.

Ahead of the launch, For the Record caught up with Jay to talk about the evolution of On Purpose and what audiences can expect from this next chapter. 

You called this a “historic moment” for podcasting. How do you think Spotify has helped push the medium forward and open up new possibilities for creators?

Spotify has played a pivotal role in transforming podcasting from an audio format into a global medium for storytelling and conversation. They’ve invested in creators, discovery, video, and global reach in a way that’s expanded what’s possible for podcasts. It’s created more opportunities for creators to build meaningful communities and connect with audiences in deeper, more personal ways.

What excites you most about bringing On Purpose video episodes to Spotify fans around the world?

What excites me most is creating a more immersive experience for our audience on the platform. So much of human connection happens through expression, energy, and emotion, and video allows us to bring people even closer into those conversations. We’ve always wanted On Purpose to feel like you’re sitting in the room with us, and this is another step toward that.

You’ve interviewed so many incredible people over the years—anyone you’re hoping to speak to next?

I’m always interested in speaking to people who are shaping culture in meaningful ways, whether through entertainment, science, sports, wellness, or business. I’d say Taylor Swift, Beyoncé, and Rihanna are at the top of my list. What draws me most to conversations is creating a space where people feel comfortable sharing stories they have never opened up about before, in a way that feels authentic to who they are. Through those conversations, both the guests and the audience can feel seen, heard, and understood.

What podcasts are you listening to right now?

I’m listening to The Rest Is History hosted by Tom Holland and Dominic Sandbrook. I’ve always been fascinated by historical figures and the moments that shape how we think and live. Recently, I really enjoyed their episode on the mystery of the Mona Lisa and the unexpected story behind how it became the most famous painting in the world.

If you had to predict your Spotify Wrapped for 2026, who would be your top artist, top podcast, and top audiobook?

My top artist would be Justin Bieber—I am such a Belieber. My top podcast would be The Rest Is History. And my top audiobook would be The Wisdom of Insecurity: A Message for an Age of Anxiety by Alan Watts, or really anything by him.

Listen to audio episodes of On Purpose with Jay Shetty on Spotify now. Video episodes begin dropping July 13 and will also be available to Netflix subscribers worldwide.

A Defining Moment for Podcasts: Spotify Kicks Off Week of Festivities After Contributing More Than $10 Billion to the Industry

January 6, 2026

Spotify bug on a dark background

Spotify is launching a week-long celebration spotlighting creators at the center of a defining cultural moment for the podcast industry. The festivities culminate this Sunday at the Golden Globes, which will introduce a Best Podcast category for the first time—a major milestone that underscores the format’s expanding impact across news, entertainment, and public discourse.

To mark the occasion, we’ll unveil tools and spaces that help empower connection, celebrate milestones, and showcase the creators who spark culture. We’re also partnering with The Hollywood Reporter to cohost Golden Week Nominees Night. The evening will feature musical performances from Chaka Khan, John Legend, and Sinners breakout star Miles Caton, and will honor the creators in the Best Podcast category, which includes Good Hang with Amy Poehler, from Spotify’s The Ringer.

Powering the next era of podcasting

Over the past decade, podcasts have evolved from a niche medium to a cultural force, a source of news, commentary, entertainment, and connection. They’re the new late-night talk show and an essential stop on all major press tours and presidential campaigns. Spotify helped establish the model for modern podcast success by investing early in creators, supporting multi-format storytelling, and building global audiences for today’s top shows. Since early 2019, podcast content on Spotify has increased from 200K titles to over 7M shows available in over 180 markets.

Over the past five years, we estimate that our investments across Spotify’s podcast ecosystem have contributed more than $10B to the podcast industry. This figure is fueled by direct creator monetization, the scale of audience engagement we deliver, and the infrastructure that helps creators and publishers of all sizes run their businesses, both on and off Spotify. It reflects our deep commitment to the creator economy and underscores Spotify’s position as a leading platform for audio and video creators alike.

“Being recognized at the Golden Globes for the first time is a stop-sign moment for podcasting,” said Roman Wasenmüller, VP, Global Head of Podcasts, Spotify. “It reflects how far the medium has come, the opportunity that still lies ahead, and the creativity, diversity, and ambition of the creators shaping podcasting today. This week, we’re spotlighting their work and rolling out new ways to help them create, grow, and earn.”

Looking ahead, we remain focused on empowering creators with better discovery, flexible monetization models, and tools that support storytelling. We expect that podcasting will continue to grow and change, but for us, we aim to preserve what we all love about this incredible medium: authenticity, connection, and creative expression, while helping every publisher, show, and creator unlock their full potential.

There’s more to come, so check back soon for the latest news and creator stories from across the week.

The Spotify Partner Program Expands To Nine New Markets, Giving More Creators New Ways To Monetize Their Content

March 27, 2025

Since announcing the Spotify Partner Program last fall, we’ve heard from creators who are optimistic about the flexibility, control, and opportunity that our new monetization program provides. And following the successful January launch in the US, U.K., Canada and Australia, we’re expanding the Spotify Partner Program to nine new markets. 

Starting April 29, eligible creators in France, Belgium, Luxembourg, Netherlands, Ireland, New Zealand, Germany, Austria, and Switzerland are able to enroll. 

The Spotify Partner Program offers audience-driven payouts to creators from Spotify Premium video engagement and the ability to monetize via ads in Spotify Free and on all other podcast listening platforms. This can help creators navigate seasonality shifts and shifts in brand/advertiser interest and give them a more consistent, reliable way to earn. 

As a brand-new revenue stream for enrolled shows, Spotify Partner Program delivered impressive results immediately. Hundreds of podcast creators surpassed $10,000 in monthly revenue, with the top earners crossing well into six figures in the first month alone. 

Additionally, Spotify Partner Program creators in the US, Canada, UK, and Australia will have more opportunities to earn Premium video revenue for listeners in new markets starting on April 29. 

Video podcasts are on the rise, and the number of creators actively publishing videos monthly on Spotify has grown by more than 50% year over year. Listeners are responding in kind, with over 250 million users having watched a podcast on Spotify, and nearly two-thirds of podcast listeners saying they prefer podcasts with video.

With more creators able to enroll in Spotify Partner Program, listeners will have access to a bigger and better catalog of video podcasts, as well as seamless background and foreground toggling. Premium users will also have the ability to watch videos with fewer ads. While a creator’s baked-in sponsorships will remain in the episode, traditional dynamic ads will not interrupt the video for Premium users, creating a seamless experience on any device.

“Spotify is committed to providing creators with more options to grow their audience and engage with fans on the format that best suits their style and show—either audio, video or both,” said Roman Wasenmüller, Head of Podcast Business at Spotify. “As we continue to evolve and expand the Spotify Partner Program, we are focusing on increased revenue and consumption for creators.”

Spotify has led audio streaming worldwide for nearly two decades. As video accelerates, we’re investing to make Spotify the video and audio destination for creators and listeners. With the Spotify Partner Program, we’re helping creators build and retain loyal audiences by delivering the best possible version of their content.

Find out more about the Spotify Partner Program by visiting the Spotify for Creators website.