Spotify unveils new podcast creator tools and lowers monetization threshold

Spotify said it has invested more than US$10 billion in podcasts and is lowering eligibility for its monetization program from 2,000 listeners/10,000 hours/12 episodes to 1,000 engaged audience members/2,000 hours/3 episodes while adding video podcast and sponsorship tools.

Spotify is expanding its creator monetization program and adding new tools for video podcasters. The company said it has invested more than US$10 billion in the podcast industry over the past five years. It has lowered the eligibility thresholds for its monetization program and announced new sponsorship and publishing features. Spotify also highlighted growth in video podcast consumption since the program's launch. Key details: - New eligibility: 1,000 engaged audience members, 2,000 hours consumed over the past 30 days, and three published episodes, down from the prior requirements of 2,000 listeners, 10,000 hours and 12 published episodes. - Revenue options: creators in the program can earn from ads on free tiers and other platforms; video creators are paid directly by Spotify when premium subscribers watch their videos ad-free. - Sponsorship tools: Spotify said new sponsorship management tools will roll out in April. - Third-party publishing: creators will be able to publish and monetize video podcasts directly from hosts including Acast, Audioboom and Libsyn. - Studio access: Spotify unveiled Spotify Sycamore Studios as a new home for The Ringer podcasts and as a facility available to select creators, alongside existing sites in London and New York. Summary: These changes reduce the numeric thresholds for joining Spotify's monetization program and add production and sponsorship features aimed at video podcasters. Spotify reports that video podcast consumption has nearly doubled since the program began, and the company plans to roll out sponsorship tools in April and expand studio access through Sycamore Studios.