Spotify lowers podcast monetisation thresholds as platforms chase YouTube’s model

Spotify is the latest tech platform to make monetisation easier for creators, lowering the thresholds required for podcasters to earn through its Partner Program as competition for creator output intensifies.

A year after introducing the programme, Spotify has expanded eligibility by reducing its requirements. Creators now need just three published episodes, 1,000 audience members and 2,000 hours of consumption in the past 30 days to qualify. Previously, podcasters were required to have 12 episodes, 2,000 listeners and 10,000 hours of consumption over the same period.

The changes significantly widen access to Spotify’s monetisation tools, including ad revenue sharing. Speaking during a virtual press briefing last week, Spotify’s VP of Podcast and Video, Roman Wasenmüller, said podcast consumption on the platform has doubled since the Partner Program launched. Spotify expects the expanded programme to drive more activity on the platform.

The move comes amid growing overlap between podcasting, video and streaming, as audio content increasingly competes for attention alongside video-led creator formats.

While Spotify has invested heavily in podcasting over the past few years, YouTube remains a major platform for finding podcasts in the US, supported by a well-established advertising system and large-scale audience reach.

In that environment, platforms are increasingly borrowing elements of YouTube’s approach, placing greater emphasis on making it easier for creators to make money, particularly for smaller or early-stage creators deciding where to publish.

Spotify’s approach does, however, differ in how content is distributed. Through its Partner Program, creators can earn money from content on Spotify without moving their shows from existing hosting platforms, including third-party providers. This allows creators to keep their content elsewhere while still earning from Spotify’s premium and ad-supported listeners.

The update follows similar moves elsewhere in the creator economy. Last week, newsletter platform beehiiv said it would invest further in its advertising business, including doubling the size of its ad sales and customer success team, as it looks to make monetisation “background work” for creators. The aim is to allow revenue from ads and subscriptions to scale as audiences grow, without creators having to negotiate individual deals.

Social platforms have also taken steps to expand creator earnings. X has rolled out additional monetisation tools in recent months, with owner Elon Musk indicating that increasing creator payouts is a priority for the platform, even as it works to address issues around abuse and inconsistent earnings.

Ultimately, Spotify’s move reflects a growing willingness among platforms to share more of the revenue generated on their services in order to remain attractive places to publish. In a market where creators can distribute their work across multiple platforms, making it easier to earn, even modestly, is increasingly being treated as part of the basic offer.