Is Spotify Coming for YouTube?

Spotify announced a major pivot into video this week at their flashy “Now Playing” Event. Here’s what you need to know about what this means for creators, and whether Spotify is positioning itself as the next big video platform.

Spotify's "Now Playing" Event: What Went Down?

Spotify hosted a five-hour, invite-only creator showcase at their Los Angeles campus in the trendy Arts District.??

• Attendees included Spotify’s CEO Daniel Ek, co-president Gustav S?derstr?m, and stars like Halsey, Meghan Trainor, and podcasters Colin & Samir.??
• The event highlighted Spotify’s latest tools and monetization strategies, featuring panel discussions and even bites from celebrity chef David Chang.??

The Big Announcement:

Spotify is leaning into video, with a new “Spotify for Creators” platform (formerly “Spoifty for Podcasters”). What is it? A free hosting and analytics hub for creators, including video monetization tools, short-form vertical clips, and customizable features for their shows.?? Starting January 2025, creators can earn revenue through two channels:??

??1. Premium Video Revenue:?Creators can earn payouts based on views from Spotify Premium subscribers.??

??2. Dynamic Ad Revenue: Revenue-sharing from ads Spotify places in episodes on and off-platform.??

According to Gustav S?derstr?m, 64% of Spotify listeners now prefer video podcasts—a significant jump from 43% in 2021.??

What does this mean for YouTube?

This pivot makes Spotify a much more attractive platform for podcasters and video creators.??

• Creators can upload and promote short clips directly on Spotify, eliminating the need to redirect audiences from platforms like Instagram or TikTok.??
• Premium subscribers will enjoy ad-free video podcasts, mirroring YouTube’s Premium model.??

With over 250 million users already streaming video podcasts, Spotify is making a clear play to dethrone YouTube as the dominant place for video podcasts. Spotify’s new Partner Program mimics YouTube’s monetization structure, offering payouts tied to views and ads.??

What Are the Risks to Creators???

Jumping ship to Spotify isn’t without challenges, especially for established YouTubers.?As journalist Taylor Lorenz pointed out:?

• While Spotify's video features are promising, creators might face visibility challenges due to Spotify's less refined discovery system compared to YouTube's algorithm.?
• Additionally, investing heavily in Spotify could risk cannibalizing audiences from their primary revenue-generating platforms like YouTube. ?

Zooming Out:

YouTube has been doubling down on podcasts, adding features to make them easier to play and discover. On the flip side, Spotify has recognized the growing importance of video in the podcast boom. With podcasts playing a pivotal role in the media strategies of both candidates in the recent U.S. election, one thing is clear: podcasts are surging like never before.

If Spotify’s video pivot succeeds, it could disrupt the balance of power in the creator economy and establish a new hub for long- form video creators.

The ThoughtLeaders Partner Program

The ThoughtLeaders Partner Program is a curated network of exceptional creators handpicked from the thousands of YouTube channels we've collaborated with over the years. These creators represent the top 5% of talent for YouTube sponsorships, having been thoroughly vetted and endorsed by our team at ThoughtLeaders.

And the best part? They're available for sponsorship bookings right now!

Log in to explore our exclusive list of Partner Program channels and secure your next sponsorship today.