Spotify launches podcast partner program in Australia
Spotify has launched its new Partner Program, which allows podcasters to access “multiple revenue streams” by serving advertising through its platform.
The new monetisation tool was announced during Spotify’s Now Playing event in Los Angeles, and will be available to podcasters in Australia.
The new program is open to podcasters who host with Spotify and meet the company’s “monetisation criteria”. It promises “access to multiple revenue streams to help them transform their shows into sustainable businesses, all backed by the power of our teams and technology at Spotify”.
Creators in the Spotify Partner Program earn a share of revenue every time an ad, which is monetised by Spotify, plays in an episode on and off the platform. Podcasters can choose where in their episode the advertisement is inserted.
In addition, Spotify announced a new suite of creator tools for podcasters, including the ability to upload short-form video content to promote their show. Clips can be up to 90 seconds long, and creators can upload one clip per episode.
Spotify co-president and chief product officer Gustav Söderström explained that shifts in podcast trends across the industry globally include the rapid expansion of video consumption hours – more than 250 million users have watched a video podcast on Spotify, and nearly two-thirds of podcast listeners say they prefer podcasts with video.
“By many metrics, it is the fastest way to succeed on Spotify today. Half of the new podcasts that build sustained audiences include video,” said Söderström.
“And with the new tools, features, and experiences we’re launching, we expect that edge will continue to grow. This is an opportunity for everyone in the room and beyond.”
Clips are now in beta on Spotify for Creators in select markets, including the U.S., U.K., Canada, and Australia.
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And what will they be doing to help musicians better monetise their content? $0.004 per stream just doesn’t cut it…
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