Spotify is expanding its Partner Program to nine additional markets on April 29, following its initial launch in the United States, United Kingdom, Canada, and Australia earlier this year. 

The expansion targets France, Belgium, Luxembourg, the Netherlands, Ireland, New Zealand, Germany, Austria, and Switzerland, enabling eligible creators in these regions to access new monetization opportunities.

Revenue Growth for Creators

Since its launch, program payouts grew by more than 300% in January compared to the same period in 2024. Hundreds of podcast creators surpassed $10,000 in monthly revenue, with top performers earning “well into six figures” in the first month alone.

The program offers audience-driven payouts from Spotify Premium video engagement and monetization through ads in Spotify Free and across other podcast listening platforms. This diversification helps creators manage challenges related to seasonality and fluctuations in brand advertiser interest.

“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,” Roman Wasenmüller, Head of Podcast Business at Spotify, said in the announcement.

Video Podcast Consumption Trends

The expansion comes amid growth in video podcast consumption. According to a recent WARC Media report, video podcast watch time reached 40% of U.S. users in 2024, representing a 12% increase from 2022. Simultaneously, audio-only podcast consumption decreased to 31% from 43% during the same period.

Platform preferences correlate with format choice. YouTube captured 43% of users who prefer video content, compared to 13% of audio-only listeners. YouTube reports more than 400 million hours of monthly podcast viewing time on television in 2024, while Spotify experienced a 39% year-over-year increase in average daily video streams.

The number of creators actively publishing videos monthly on Spotify has grown by more than 50% year-over-year. Over 250 million users have watched a podcast on Spotify, with nearly two-thirds of podcast listeners indicating a preference for video content.

Market Impact and Consumer Experience

Spotify’s Partner Program has driven a 20% increase in video podcast consumption since its January launch. Several podcasts report early success through the program, including “Modern Wisdom,” which saw a 36% increase in Spotify consumption, while shows like “We’re All Insane” and “Kinda Funny Gamecast” generated five-figure monthly revenues.

For consumers, the expansion means access to a larger catalog of video podcasts with seamless background and foreground toggling capabilities. Premium users will experience fewer advertisement interruptions, as traditional dynamic ads will not appear during video content, though creators’ integrated sponsorships will remain.

According to Spotify data, campaigns combining audio and video elements generate 55% higher intent metrics than audio-only campaigns. However, WARC notes certain challenges, including age restrictions on video platforms potentially limiting content reach, and approximately one-third of weekly podcast consumers preferring to minimize video or play content in background mode.

Gen Z leads in adoption, consuming 2.9 billion minutes of video podcast content in the first five months of 2024, representing a 58% year-over-year increase.