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Cherri
Cherri

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Spotify Looks to Pay Video Creators to Put Shows on Platform

Spotify is re-investing in content by offering video creators up to seven-figure deals to bring their shows to its platform, aiming to expand its video catalog in competition with YouTube.

Key Points:

  • Spotify is offering large sums to video creators to add content to its platform, focusing on non-exclusive distribution deals.
  • The platform previously focused on podcasting but is now shifting back to investing heavily in video.
  • Spotify’s deals with creators vary, some involving marketing support in lieu of direct payments.
  • The company aims to attract creators from YouTube to diversify its catalog.
  • Spotify is now competing more aggressively in the video advertising space, with its ad inventory improving.
  • Challenges exist for podcast creators using dynamically inserted ads, as uploading video to Spotify could disrupt ad revenue models.
  • Spotify is one of the largest podcast and video platforms but faces competition from YouTube, which also does not support dynamic ads.

Discussion (1)

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messo profile image
Messo

They are clearly trying to position themselves as a YouTube competitor now, not just in audio but in video too. Im curious about the “non-exclusive” part of the deals though. Does that mean creators can still post on YouTube? Because if they can, I dont see why a creator would choose Spotify over YouTube unless they’re just looking to diversify income streams.