Spotify is stepping up efforts to attract more video creators to its platform, rolling out changes designed to make video podcasting easier, cheaper and more accessible as competition in the creator economy intensifies.
The streaming giant says the move is part of a broader strategy to strengthen its podcasting ecosystem and position Spotify as a serious alternative to YouTube for video-first creators. By lowering technical and financial barriers, Spotify is aiming to onboard independent podcasters, small studios and emerging creators who previously found video production too complex or costly.
Under the updated approach, Spotify is simplifying video uploads, improving in-app tools and expanding monetisation options for creators who publish video podcasts. The company is also focusing on tighter integration between audio and video formats, allowing creators to reach audiences without having to manage multiple platforms or workflows.
Spotify’s push comes as video continues to dominate audience engagement across digital platforms. While Spotify built its reputation around music and audio, the company has increasingly invested in podcasts, exclusive deals and creator tools in a bid to diversify revenue and boost user retention.
Executives believe lowering the entry barrier could accelerate growth in video content on the platform, particularly in emerging markets and among niche creators who lack access to high-end production resources. For Spotify, more creator content also means more advertising inventory and subscription value over the long term.
The move reflects a wider industry trend, with major platforms racing to lock in creators as audience attention fragments. YouTube remains the dominant force in video podcasting, but Spotify is betting that a creator-friendly setup, combined with its massive global user base, can shift some momentum in its favour.
As Spotify continues to refine its podcasting strategy, analysts say success will depend on whether creators can meaningfully earn revenue and build loyal audiences on the platform, not just upload content. The coming months will likely show whether lowering the barrier is enough to tip the balance in the increasingly crowded creator economy.
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