Spotify has paid over $100 million to podcast creators and publishers since January as part of a 2025 initiative to challenge YouTube’s dominance in video podcasting, according to The New York Times's DealBook. The new partner program offers creators additional earnings for engaging premium subscribers and encourages more video uploads, helping drive a 40% increase in video consumption since January. Spotify is trying to bridge the gap with YouTube, which boasts 1 billion monthly podcast consumers. Research from Edison shows that over half of Americans aged 12 and older have watched video podcasts, primarily on YouTube.
