Spotify moves closer to cross-platform podcast distribution as demand for video grows

Spotify is making it easier for creators to distribute filmed podcast episodes across multiple services, as video becomes an increasingly central part of how podcasters reach and monetise audiences.

Last week, the company announced new integrations with podcast hosting providers including Libsyn, Podigee, Audioboom, Audiomeans and Podspace, allowing creators to publish video episodes directly to Spotify and monetise eligible content through the Spotify Partner Program.

Later this year, creators using Spotify for Creators and Megaphone will also be able to publish video podcasts to both Spotify and Apple Podcasts through the same workflow.

The move marks a notable shift for Spotify, which has historically kept podcast video more tightly connected to its own platform. It follows Apple's own push into filmed podcasts earlier this year, which similarly avoided exclusivity requirements.

Matt Deegan, founder at consultancy Folder Media, told The Daily Influence the decision reflects growing pressure for podcast distribution to become simpler and more flexible for creators.

"Spotify seems to have accepted a reality that the industry already knew: creators don't want to build and maintain separate video workflows for every platform," he said.

Even so, he suggested Spotify’s support for Apple’s video technology was driven more by creator expectations around wider distribution than a full embrace of openness.

“[It’s] a pragmatic move because it reduces friction for publishers and acknowledges that Apple Podcasts remains too important to ignore,” he said.

Still, he argued Spotify’s strategy remains fundamentally platform-led despite the wider integrations.

“Video on Spotify is still deeply tied to Spotify’s own monetisation, analytics, recommendation systems and upload infrastructure,” Deegan said.

Video-first creator economy

The changes reflect how rapidly podcasting is evolving beyond audio-only formats.

Bryan Barletta, founder of podcast industry research company Sounds Profitable, told The Daily Influence the shift is already well underway.

"Our Creators 2025 report found that 71% of podcast creators now make video content and only 29% remain audio only," he said.

Barletta said the move toward filmed podcasts is reshaping how creators monetise, placing them more directly inside social media and influencer advertising ecosystems.

"With video, podcast creators are now multiplatform and can monetise across not only audio, but YouTube and social media platforms as well," he said. "This enables them to unlock influencer marketing budgets rather than being siloed into audio budgets by media buyers."

Deegan said the changes could lower barriers for smaller creators looking to distribute filmed podcasts across multiple platforms – but cautioned that larger creators would still benefit most.

"The creators who benefit most from video are usually the ones who already have established audiences, social clips infrastructure, studio production and platform relationships," he said.