Creators are left wanting more from Spotify’s push to video

A month after Spotify introduced plans to attach videos to its podcasts in 2025, creators and experts are yet to be convinced.

They point to missing features, like social engagement and creator monetization incentives, that will ultimately get marketers and the creator community invested in the new product and allow Spotify to compete with other platforms in the space.

Spotify in November introduced new video offerings aimed at growing its creator monetization programs. It includes dynamic video podcasts in some countries, TikTok-like podcast clips, a new creator partner program with video and ad revenue share and a streamlined platform. While Spotify has had a creator partner program, the incoming premium video revenue allows creators in the U.S., U.K., Canada and Australia to earn a revenue share on videos from Spotify Premium subscribers starting in January 2025. Pricing for this inventory was not made public.

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