Spotify Expands Creator Monetisation, Unveils New Los Angeles Podcast Studio
GeokHub
Jan 7 — GeokHub Spotify has rolled out major updates to its creator monetisation program, lowering entry requirements for video podcasters and unveiling a new production studio in Los Angeles as it intensifies competition with YouTube and Netflix in the fast-growing video podcast market.
The Swedish streaming giant said its investments have contributed more than $10 billion to the global podcast industry over the past five years, helping creators generate revenue, expand audiences and build production infrastructure.
Spotify is now easing access to its monetisation program, allowing creators to qualify with 1,000 engaged listeners, 2,000 hours of consumption over 30 days, and just three published episodes — a significant reduction from the previous thresholds.
Video Podcasts Drive Growth
Spotify executives say video podcasts are rapidly reshaping listening habits on the platform. Monthly video podcast consumption has nearly doubled since the monetisation program launched, while the average user now watches twice as many video shows each month.
The push reflects growing demand for video-first audio content, which offers higher engagement and stronger monetisation opportunities than traditional audio-only formats.
Creators enrolled in the program can earn revenue from advertising across free tiers and external platforms. Video podcasters also receive direct payments from Spotify when premium subscribers watch content without ads, creating an additional income stream.
New Tools and Studio Expansion
Spotify also announced new sponsorship management tools set to launch in April and confirmed that creators will soon be able to publish and monetise video podcasts directly from third-party hosting services such as Acast, Audioboom and Libsyn.
In a further boost to creators, Spotify revealed Spotify Sycamore Studios in Los Angeles — a new production hub that will serve as the home for The Ringer podcasts and be available to select creators. The studio joins existing facilities in New York and London, helping podcasters reduce production costs and improve content quality.
