Tag: video podcasts

Spotify Introduces Plays, a New Way To See What Content Is Resonating With Podcast Fans

May 6, 2025

At Spotify, we always seek ways to connect users with their next favorite podcast episode. We also work to give creators a deeper understanding of how content resonates with audiences. That’s why we’re introducing plays, a new podcast metric designed to help users see, directly within the app, which podcast episodes are most popular with fans.

For creators, plays are a helpful addition to their existing metrics and offer a more comprehensive view of the scale of all episodes on our platform. This will be another invaluable source of insight as they look to optimize their content for success, so they can continue to build a loyal fan base that comes back week after week.

Plays will capture engagement across audio and video content on Spotify, reflecting the number of times people have actively listened to or watched any episode. 

Starting this week, plays will be reflected across the Spotify app and in the Spotify for Creators and Megaphone dashboards.

A closer look at plays for creators

For creators, plays will be a key metric on the home dashboard, show overview, and individual episode analytics pages, offering a near-immediate snapshot of how content is performing based on active engagement. And because we want to give creators more comprehensive insight into the scale and depth of their audience, we’re also making consumption hour metrics available to all creators in Spotify for Creators, no matter where they’re hosted.

Existing monetization eligibility criteria and payout calculations for creators and publishers will remain unchanged. They will continue to be determined by streams and the podcast advertising industry standard of at least 60 seconds of engagement. For more details about how plays will work for creators and publishers, check out the latest on the Spotify for Creators blog.

Ultimately, plays will offer creators and their fans a clear way to measure which podcast episodes capture the most attention on Spotify. We’re always working to bring better insights to creators, foster greater discovery for people, and help content reach even wider audiences. Stay tuned for more.

From Audio to Video, Spotify’s $100 Million Payout Fuels Creator Success Stories

April 28, 2025

Podcasts have become a cornerstone of the Spotify experience, evolving from a niche interest to a cultural phenomenon. As the format continues to grow, we’re seeing an exciting trend emerge: the rise of video podcasts. At Spotify, we’re committed to supporting creators across all formats, and we’re thrilled to announce a significant milestone in that journey.

For the first time, we’re revealing that Spotify paid out more than $100 million to podcast publishers and podcasters worldwide in the first quarter of 2025 alone. This figure reflects our deep commitment to the creator economy and underscores Spotify’s position as a leading platform for audio and video creators alike.

We’re expanding creators’ reach to a global audience, providing flexible earning options regardless of format, and offering tools to capture and engage a loyal fanbase. Whether a creator is just starting out or looking to scale an existing show, Spotify provides the resources and opportunities to thrive.

For fans, this translates to an even richer library of diverse content and the unique ability to seamlessly switch between listening and watching their favorite podcasts on Spotify.

A platform for growth and innovation

This payout encompasses both ad-based revenue and revenue generated through the Spotify Partner Program, which launched earlier this year in select markets. The program is designed to provide creators with more ways to monetize their content, offering audience-driven payouts from Spotify Premium video engagement and the ability to monetize via ads in Spotify Free and on all other podcast listening platforms.

We’re seeing positive signals that this approach is resonating with creators. The Spotify Partner Program is driving growth, with total earnings for participating creators up 23% month-over-month from January to February, and 29% month-over-month from February to March. We’ve also seen a significant increase in video podcast adoption, with active monthly video podcasts up 28% since the program launched.

Recognizing the power of podcasts to reach valuable consumers, some of the world’s largest advertisers are booking campaigns through the Spotify Audience Network as part of the Spotify Partner Program, including McDonald’s, Google, and Chelsea FC, providing creators with even more monetization opportunities.

The creator perspective

The real impact of these opportunities is best illustrated by the success of individual creators. Shows like Your Mom’s House with Christina P. and Tom Segura and The Rest Is Politics: US have experienced a remarkable surge in engagement since joining the Spotify Partner Program, with weekly consumption up more than 45%. Matt and Shane’s Secret Podcast has also seen significant gains, with weekly consumption up 12% since joining the program and total consumption time up 30% from January to March. Similarly, Two Hot Takes has seen weekly consumption grow by 12% since introducing video on Spotify. But these numbers only scratch the surface. Here’s what participants are saying about the program:

  • Tony Pastor, co-founder of Goalhanger: “Since we added video to our shows on Spotify, we’ve been delighted by the growth we’ve seen across the Goalhanger network. It’s clear that our audiences love watching their favourite hosts and we’re really encouraged by the engagement levels we’ve seen so far.”
  • Christiana Brenton, Chief Revenue Officer at FlightStory and Co-Founder of FlightStory Studio: “Since joining the Spotify Partner Program, we’ve seen weekly consumption grow by over 45%. That kind of trajectory is exceptional, and it speaks to the power of a global platform that is committed to creator success. Spotify has opened up a new competitive revenue stream and allows us to tap into a deeply engaged audience.”

Ultimately, Spotify is committed to building a sustainable ecosystem where creators can thrive. This $100 million payout is just one step in that journey. We’ll continue to invest in new tools, resources, and programs to support creators in all formats, and we’re excited to see what the future holds for podcasting on Spotify.

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.

Podcasts Take Center Stage at SXSW as Top Creators Discuss Video’s Impact

March 18, 2025

From morning commutes to late-night listening sessions, Spotify is the essential daily companion for millions of listeners globally. Podcasts, in particular, have become a cultural conversation driver among listeners, with video continuing to grow in popularity. 

There are few better places to celebrate the power of the format and its evolution than at SXSW, where culture, content, and business collide. That’s why we brought Spotify House to Austin and invited guests to relax and enjoy a day of conversations featuring some of today’s most influential voices. 

The first session of the day served up hot takes, modern wisdom, and plenty of laughs from Ira Madison III, cohost of the Crooked Media award-winning podcast Keep It, Chris Williamson, host of the popular show Modern Wisdom, and Sara Foster, actress and cohost of The World’s First Podcast, in a conversation about how podcasts have helped evolve commentary in the digital age. 

The next session turned its focus to video, with panelists Morgan Absher, host of the comedy podcast Two Hot Takes, and Rachel Lindsay, attorney, media personality, and cohost of the NAACP-nominated show Higher Learning as well as Morally Corrupt on Spotify’s The Ringer.

Both creators broke down how the format has changed their approach to podcasting. For Rachel, video has offered a level of intimacy for the audience in a way that audio alone could not. 

“Video has been a game changer for us. At first, it was a bit intimidating, but soon you forget the camera is there and just get comfortable,” she told the crowd. “My facial expressions almost become another character on the show, like an extra cohost. It unlocks a whole new level of podcasting, making our audience feel like family.”

Morgan, who recently added video episodes to Spotify, agreed with this sentiment, adding that video has the ability to capture the unspoken moments, adding an additional layer of dynamism to the conversation. 

“Sometimes there are no words and you need that reaction. Bringing video on Spotify is a ‘have your cake and eat it too’ experience,” she said. 

Discover why fans can’t get enough of Morgan Absher on Two Hot Takes, now featuring video episodes: 

Bill Simmons Reflects on Five Years of The Ringer

March 13, 2025

Time flies when you’re having fun and we can confidently say that Bill Simmons, founder of The Ringer and Spotify’s Head of Talk Strategy, is having nothing but fun. Nearly a decade since its inception and five years into Spotify’s acquisition, the Ringer—now a website, a podcast network, and a video production house—is renowned for its innovative and energetic blend of sports, pop culture, politics, and tech content.

“I’m excited to be sticking around as we continue to make great podcasts and work with all the great people at Spotify,” Bill said, following news that he’ll continue on in his current role. “I think we have some exciting things coming ahead!”

Today, the Ringer Podcast Network boasts more than 50 popular pods, including chart-toppers like The Bill Simmons Podcast, The Rewatchables, and The Ryen Russillo Podcast. Ringer Films, which launched in 2018, produces long- and short-form non-scripted programming including Celtics City, Mr. McMahon, André the Giant, Showbiz Kids, and Music Box.

On Spotify, The Ringer continues to roll out video across its podcast portfolio, now with the majority of shows featuring video episodes. The Ringer produces more than 100 hours of content weekly and video is quickly becoming integral to the network.

“Spotify is one of the best content companies in the world,” explained Bill. “I’ve been in enough work situations at this point that you just kinda know when you’re in the right spot. I think all of us are motivated to do something pretty special in the talk and video space.”

Spotify’s Partner Program Helps Creators Increase Revenue and Consumption of Video Podcasts

February 13, 2025

Last month, we officially launched the Spotify Partner Program, a powerful new monetization system for creators in the U.S., the U.K., Canada, and Australia. Just one month in, we’re already seeing the positive impacts on consumption and revenue growth for enrolled creators. 

First announced at our Now Playing event, the Spotify Partner Program offers creators multiple revenue streams, including audience-driven payouts from Spotify Premium video engagement (in select markets), as well as ad monetization on Spotify Free and other podcast platforms. The flexibility gives creators greater control over their businesses, helping them adapt to shifts in the growing podcast audience while driving incremental revenue.

The results also speak for themselves: Spotify’s video podcast consumption is up more than 20% since the program’s launch, with payouts to creators in January increasing by 300% compared to the same period a year ago. In addition, hundreds of creators surpassed $10,000 in monthly revenue on Spotify in that same time, with the top earners crossing well into six figures in the first month alone.

Video podcasts that have experienced success through the Spotify Partner Program include Modern Wisdom, hosted by Chris Williamson, which increased consumption on Spotify by 36%; We’re All Insane, the mental health podcast hosted by Devorah Roloff, which earned more than $17,000; and Kinda Funny Gamecast, a video game podcast that’s earned $10,000. 

As video consumption continues to grow on Spotify, we aim to give creators more opportunities to earn while giving our users a more seamless and delightful viewing experience. 

Ready to unlock the full potential of your content? Get started now with the Spotify Partner Program.

The Spotify Partner Program Is Here, Offering New Ways for Creators to Monetize in the US, UK, Canada, and Australia

January 2, 2025

With more than 640 million users and more than 250 million subscribers, Spotify is one of the largest platforms in the world for creators. We’re also continuously building new offerings to help creators grow their audiences and better monetize their content on Spotify. Today, we officially launched the Spotify Partner Program, a powerful new monetization system for creators in the U.S., the U.K., Canada, and Australia.

First announced at our Now Playing event, this program gives eligible creators who host with us access to multiple revenue streams to help them transform their shows into sustainable businesses: audience-driven payouts from Spotify Premium video engagement, and the ability to monetize via ads in Spotify Free and on all other podcast listening platforms.

This dual approach gives creators greater flexibility and control, helping them navigate industry shifts and maintain consistent revenue streams. Users, meanwhile, benefit from enhancements to the viewing experience and a bigger and better catalog of video podcasts, and Premium users are able to watch without interruptions from third-party ads. While a creator’s baked-in sponsorships will remain in episodes, traditional dynamic ads will not interrupt the video for Premium users, creating a seamless viewing experience on any device.

Early success and creator optimism

Creators are embracing the opportunity for greater control over their businesses and the ability to deliver the best possible content to their fans, fostering loyalty and audience retention. Since we announced the Spotify Partner Program on November 13, more than 65% of eligible shows and networks have already enrolled. Here’s what we’re hearing:

    • Smart Money Happy Hour creators: “We’re thrilled to partner with Spotify as they build a phenomenal podcast experience for their users. Smart Money Happy Hour exists to make the lives of our fans better, and adding video on Spotify does just that. We love all of the product enhancements that are happening on Spotify, and we plan to use all of them to engage with our audience even more in 2025!”
    • The Paranormal Podcast host Jim Harold: “I’m thrilled to be one of the early participants in the Spotify Partner Program. The power of longform video on Spotify gives us access to new viewers while super-serving our loyal audio audience with an added dimension. It makes 2025 an exciting new year for The Paranormal Podcast. As usual, Spotify is at the forefront of innovation for both creators and their audiences.”
    • The Makeshift Podcast co-host Zach Misischia: “The new Spotify Partner Program has given us a way to monetize our podcast without interrupting the listener’s experience, which is extremely important to us since it can often deter listeners from continuing an episode.”

Because video is naturally growing in popularity across Spotify, we’re continuing to invest in ways to make the viewing experience more seamless and delightful for our users, and to allow creators to leverage the format for discovery and growth. Podcast clips, also unveiled at Now Playing, are short-form videos uploaded by creators that are recommended across Spotify surfaces, making it easier for users to discover new shows. Since launching the feature in select markets in November, we’ve seen that clips are 33% more effective than previews at converting browsers into potential listeners.

Ready to unlock the full potential of your content? Get started now with the Spotify Partner Program.

Our Wrapped for Creators Experience Toasts 2024 Podcast Listening

December 4, 2024

More than half a billion people have listened to a podcast on Spotify as part of their daily routines since 2019, proving that the medium is a favorite for listeners. And with more than 6 million podcasts on the platform, it’s clear that creators feel at home with us.

As the year comes to a close, our Wrapped experience celebrates the milestones, trends, and special creator/fan connection we saw with podcasts in 2024. For the first time ever, we’re introducing Your Podcast Clips so podcast fans can enjoy end-of-year messages from some of their favorite podcast creators, and we’re highlighting some of our top lists—breakout creators (more than half the podcasts that charted in 2024 were not on the charts in 2023!), top video podcasts, most anticipated podcasts, and more—for listeners in our Wrapped podcast editorial hub. We’re also giving podcast creators a chance to learn more about their audiences and milestones from the year with our sixth-annual Wrapped for Creators.

Let’s look back at what was trending in the podcast space in 2024 and what creators can expect to find in their Wrapped for Creators experience.

Trending…trending…1, 2, 3

Niche audiences are at the heart of podcasting. True crime buffs have Crime Junkie, Reddit lovers turn to Smosh Reads Reddit Stories, and sports fans get their fix with The Bill Simmons Podcast. The great thing about listeners’ having millions of shows at their fingertips on Spotify is that they can find like-minded individuals or experts talking about practically any subject of interest on a podcast.

As the podcast space continues to grow, we’re seeing the format evolve and video podcasts grow in popularity—in the past year, there’s been an 88% surge in users’ consuming video podcasts. With more than 300,000 video podcasts on Spotify, we’re giving fans a new way to enjoy their favorite shows, allowing them to feel like they are in the room with the host. The Joe Rogan Experience, Call Her Daddy, and Gemischtes Hack are three of the top video podcasts globally for 2024.

Personalized Wrapped experiences for creators

As podcast fans indulge in the revelation of their 2024 listening habits, creators can also dive deep into personalized data with Wrapped for Creators. This experience offers millions of podcasters a unique opportunity to celebrate their milestones from the past year and discover how their podcasts resonated with fans across the world. 

“Wrapped for Creators helps podcasters better understand their global audiences, celebrate their fans, and see the macro trends that shaped our year,” said Jordan Newman, Head of Content Partnerships at Spotify. “Video has officially taken off, comments are fueling creator and fan connection, and more and more shows are gaining global fan bases.”

Creators will receive data stories about their growth from the past year, their top episodes, fan engagement trends, and more. 

If you’re a creator looking for your 2024 Wrapped, you can access your custom “Wrapped for Creators” experience through the Spotify for Creators dashboard, regardless of where you host your show. 

Explore your personalized 2024 Wrapped and learn more about this year’s campaign and experience on our 2024 Wrapped hub.

Podcasts Are Booming in Spain—Here Are Five Shows Driving the Surge

October 30, 2024

In recent years, Spain’s podcast scene has exploded, becoming a top source of entertainment, education, and conversation. From comedy to thought-provoking cultural discussions, Spanish podcasts are captivating audiences across the country.

Spotify highlighted this growth earlier this month in Madrid at Next in Podcast, our first event dedicated to the medium and its evolution in Spain. Our data has revealed a surge in consumption, with the number of podcast listeners in Spain increasing by more than 30% year over year.

Video podcasts have emerged as the star format, with Spotify seeing a remarkable 70% increase in video podcast consumption in Spain over the past year. Nine out of 10 viewers are fully engaged, watching these episodes in the foreground. Today, Spain is the second-fastest-growing market for video podcasts in Europe.

For Spanish-language listeners on the hunt for new shows, here are five Spanish podcasts at the forefront of this exciting evolution.

NUDE PROJECT PODCAST

Hosted by fashion entrepreneurs Bruno and Alex, NUDE PROJECT PODCAST features interviews with prominent figures across music, business, philosophy, psychology, and sports.  Guests like Quevedo, Becky G, and Marc Cucurella draw a predominantly under-35 audience, solidifying the podcast’s cultural relevance among younger generations. In just one year, the show has seen its monthly listenership explode on Spotify.

Start here:

La Ruina

Hosted by stand-up comedians Tomás and Ignasi, La Ruina is recorded live in theaters across Spain. Audience members are invited to share their most hilariously disastrous stories, competing for the coveted “ruina” (wrecked) title. Each episode, a celebrity guest adds to the comedy by recounting their own ruinous experiences. With consistently sold-out shows and a growing line of merchandise, La Ruina is a certified phenomenon.

Start here:

No es el fin del mundo

Navigating the complexities of a rapidly changing world can be daunting. No es el fin del mundo breaks down international topics and geopolitical events into an easily digestible format, helping listeners make sense of everything from ongoing conflicts to economic trends.

Start here:

El Podcast de Marian Rojas Estapé

Marian Rojas Estapé continues to promote emotional well-being and lead the mental health podcast space with the latest season of her eponymous show. As the most-streamed mental health show in Spanish worldwide, it demystifies complex psychiatric topics, making them accessible to a global audience.

Start here:

Sofá, manta y crimen

On Sofá, manta y crimen, hosts Coral and Yayo blend captivating true crime storytelling with comedic flair. Named one of Spotify’s RADAR Spain Creators in 2023, the show has grown increasingly popular in other Spanish-speaking countries, consistently charting in Mexico, Argentina, Chile, and Colombia.

Start here:

Bonus recommendations

For our true crime fans, check out these other hit shows:

    • Terrores Nocturnos: Blends horror and true crime for a spine-chilling listening experience.
    • Criminopatía: Offers in-depth analyses of infamous criminal cases. 
    • Crims: A Catalan-language podcast focused on crimes in Catalonia.

Spotify’s Biggest German-Language Podcast, ‘Gemischtes Hack,’ Returns With a New Twist: Video

September 27, 2024

Since landing on Spotify in 2019, German-language podcast Gemischtes Hack has grown to become not just one of our most-streamed podcasts globally, but our most popular podcast in Germany. 

And earlier this month, hosts Tommi Schmitt and Felix Lobrecht returned from their summer break ready to record a fresh season of the wildly successful podcast in a brand-new studio that the pair built in collaboration with Spotify. 

250,000 Video Podcasts and Counting: Creators and Audiences Are Embracing Video Content on Spotify

June 28, 2024

As one of the most powerful forms of human expression today, video ​​is becoming core to the global Spotify experience. We have been steadily investing in the format to connect creators and fans in new, deeper ways on our platform, from the recent launch of music videos in beta to testing video-based learning courses in the U.K. But the medium has seen the most growth in the podcasting space, where video is truly changing the game—in fact, more than 170 million users have watched a video podcast on Spotify.

Spotify introduced video podcasts for a select number of shows in 2020, and we’ve since made the format available for creators in nearly every market. We recently made it possible for non-hosted podcast creators to upload video to Spotify for the first time, opening up yet another avenue for their engagement and success.

All the while, video podcasts have been growing in popularity, with creators around the world leaning into the format to deepen engagement with their fans. More than half of the top 20 podcasts on Spotify have video, including heavy hitters like The Joe Rogan Experience and Call Her Daddy. The format is resonating with audiences, who want to be able to choose how to engage with their favorite content. Globally on Spotify, the average daily streams of video podcasts have increased by more than 39% year-over-year. In the U.S., nearly two-thirds of podcast listeners say they prefer shows with video, according to a recent Cumulus Media survey.

“Spotify is always evolving to better serve our users and drive success for creators,” said Jordan Newman, Head of Content Partnerships at Spotify. “With podcasts, the video format can add an additional layer of authenticity and connection for fans. That’s why we continue to hear that audiences want the ability to not only listen, but also watch their favorite shows. And we see that in the data: Audience retention increases when creators add video—and every creator wants a loyal, highly engaged fan base that keeps coming back.”

“We continue to see demand for video from both creators and their audiences,” Newman continued. “The number of creators publishing video each month keeps growing, and more and more of our users are watching. As demand continues to rise, we will keep enhancing our video capabilities.”

The rise of video content on Spotify

Globally, video consumption hours on Spotify have grown faster than audio-only consumption hours year-over-year, and audiences retain video podcasts at higher rates than audio podcasts. But what exactly does that growth look like? During VidCon 2024 this week, Spotify revealed new stats around the popularity of video as a medium on our platform.

  • There are now more than 250,000 video podcast shows on Spotify—up from 100,000 in 2023.
  • More than 170 million users have watched a video podcast on Spotify.
  • More than 70% of users consuming video podcasts watch them in the foreground. 
  • On Spotify, nearly 1 in 3 U.S. podcast monthly active users (MAUs) engage with video, while nearly 1 in 4 global podcast MAUs engage with video. Globally, the number of video podcast MAUs has grown by 40% year-over-year.
  • The number of creators actively publishing video each month has grown nearly 70% year-over-year.
  • The largest markets by creators publishing video are the U.S., Brazil, and Mexico.
  • In Brazil and the Philippines, roughly 20% of all monthly active podcast creators are publishing video. This share has nearly doubled since last year.
  • At the market level, especially in Chile and Brazil, we are seeing video grow its share of total podcast consumption hours. In Chile, video hours make up a quarter of total podcast consumption hours. In Brazil, video hours make up more than 15% of total podcast consumption hours.

For creators on Spotify, video offers a huge opportunity to deliver content to new global audiences. For the Record spoke with Jon Youshaei, host of the popular weekly podcast Created with Jon Youshaei, about the medium and its impact.

What are the benefits of video for creators?

Video has been our edge, especially when it comes to our intros. A lot of viewers comment on how our podcast intros feel like mini movie trailers. We spend a lot of time picking the right sound bites, using sound design, and adding graphics to draw you in. During the actual interview, we create a lot of custom visuals, which often get shared on social media afterwards to help draw even more people back to our Spotify page.

What are some of the content trends you’re seeing right now?

We’re living in the super-long-form era. The pendulum is swinging from short form back to longer viewing sessions as creators start to rival traditional Hollywood shows when it comes to consumption. Video plays a huge role in this, especially as more people start to watch creator content on their TVs.

You’ve been called “The Creators’ Creator.” What words of wisdom do you have for aspiring video content creators?

There are three phases to the creator journey: Upload, upgrade, and upscale. If you’re starting out, just focus on uploading. Get your reps in. Learn the craft. After that, it’s time to start upgrading your gear: Get a better microphone, camera, and think more about your production quality. After that, it’s important to upscale your team, hire, and create processes to sustain your business. Most creators get overwhelmed because they try to upgrade before they upload. Or they think they have to upscale their team on day one. The order of the phases—and what you do during each phase—matters a lot.

How have Spotify’s different creator tools and resources helped you?

Spotify has been essential to building our show—and the community around it. One of my favorite features is the audience polling. We use it to ask whom we should interview next, get insights on episodes, or ask for feedback. Spotify has also been helpful in providing the support and analytics so we can double down on what’s working.

At Spotify, we’re committed to building the best podcast and video tools for creators to make great content, find new audiences, and grow. To that end, our Spotify for Podcasters platform will host a video-related Masterclass on July 25. Led by Jordan, it will feature two masters of the video format: Colin and Samir, cohosts of The Colin and Samir Show. Click here to register.

Advertisers and Creators Come Together at Our First-Ever Spotify Sparks in London

May 2, 2024

With more than 600 million users around the world tuned in to Spotify, there’s no shortage of opportunity for brands and businesses to connect with their fans in creative ways on our platform.

Last year, we launched Spotify Sparks to help educate advertisers on why Spotify is the destination for reaching the most engaged audiences and leveraging culture-shaping content for impactful advertising campaigns. Following two successful summits in Brazil and India, we brought Spotify Sparks to the U.K. for the first-ever London edition. On May 1, Spotify executives, industry leaders, content creators, and advertisers gathered for a series of live discussions, presentations, and interactive sessions that explored the full power of the Spotify ecosystem.

During the event, Grace Kao, Spotify’s Global Head of Advertising Business Marketing, moderated a conversation with Alex Norström, Spotify’s Co-President and Chief Business Officer, about the evolution of Spotify as a platform and the growth of our global advertising business.

We’re sharing highlights from Grace’s conversation with Alex, as well as Grace’s insights about the inaugural event, the latest ad experience innovations, the feel-good power of audio, and more.

Alex, what have been the most memorable moments of growth during your 13-year Spotify tenure?

Alex: For me, it’s been when we’ve had to bet the farm and commit surgery on ourselves a couple of times. Moments when you ask, Are we really going to do that? The first was when the world shifted from desktop to mobile—clearly evident now, not so much at the time. It paid off, we basically got a ton of growth, and in one month we grew more than the 12 months prior. Same with podcasts. We’re now in our second phase of podcasts, but a few years ago we had to start and establish our reach.

Has adding Audiobooks in Premium been another one of those moments?

Alex: I think so. The moment started last year, when we took a hard look at our proposition and saw there was so much consumer surplus. People spend hours and hours on our product. So, it was the right time to raise prices. This was new for us. But at the same time, we’re putting more value back in. An example being audiobooks, but also music videos and AI Playlist. We keep adding features to reinvest back proportionally.

Something that people don’t realize and we don’t talk about much is that our innovation is feature-led. We’ve been innovating in features—AI DJ, Spotify Connect, and daylist are good examples. Instead of leaning back and just letting the AI and the ML take care of how users interact with Spotify, we actively construct and innovate on features. Which I love.

And what advice can you share with these marketers at Spotify Sparks?

Alex: I’ll talk about marketing from our perspective. We saw a few years ago that as the cost of media increases, the price of advertising goes up. So whether you’re a global brand or a start-up, it’s more expensive to market. When things are expensive, they are riskier. So, you naturally become more risk-averse. 

We always try to look at things differently. So we said, If you have millions of users, you can tell compelling stories on the platform. You can talk to the users about their consumption on the platform and what’s relevant. And the hope is they then share with their friends on their networks.

That’s what Wrapped is. When you hit the spot, it’s amazing—it’s marketing and messaging that is very efficient. And we see great growth and retention.