Spotify has taken a major step to strengthen its position in the global podcast market. Since January 2025, the company has paid $100 million to podcasters.
The move aims to attract more creators and compete with YouTube, which continues to dominate video podcasting.
Spotify already shares advertising revenue with creators. But this fresh investment shows how aggressively it wants to grow in podcast marketing and creator partnerships.
Spotify faces strong competition from YouTube, which now reaches 1 billion monthly podcast consumers. Still, Spotify has built a strong base of listeners. Out of its 675 million total audience, around 170 million people listen to podcasts every month.
The company first introduced video podcasts in 2019. Since then, it has expanded its talent list, including major names like The Joe Rogan Experience. Spotify distributes Rogan’s show and also sells ads for it, giving the company a strong advantage.
Spotify hopes that financial incentives and better tools will draw more creators away from YouTube and into its ecosystem.
Also read about: 10 Best Podcast Hosting Providers & Platforms
The shift toward video podcasting is changing the industry. YouTube currently leads because creators find it simple to upload video content and earn money.
Spotify now wants to close that gap by making its platform more profitable for podcasters.
According to reports, Spotify believes that paying creators directly will help:
Spotify’s strategy signals that podcast marketing will remain a major focus in 2025. With millions of new listeners entering the space, platforms are racing to offer better revenue opportunities and stronger creator support.
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