Spotify's video podcast Partner Program has gained popularity among smaller creators, who appreciate the direct payouts for their content. However, larger podcast networks are hesitant to join, as they fear that a shift to subscriber-only video content could undermine their revenue from dynamic ads. Introduced in January, the program offers opportunities for creators to monetize video content, but its lack of dynamic ad support for premium subscribers raises concerns. The split in adoption reflects the ongoing debate about revenue models in podcasting, highlighting tensions between traditional advertising and newer content monetization approaches.
When we're uploading an MP4, then we can't put ads in there anymore - and Spotify's saying, 'oh, but we're going to pay you for views,' said Heather Osgood, the founder of podcast representation agency True Native Media. "I'm an ad sales company; I'm not a view sales company, right? So, that's not super helpful to me."
Podcast networks' wariness about sacrificing their dynamic ad revenue to opt into the Spotify Partner Program is an open secret within the podcasting industry.
Six months in, video podcasters largely fall into two camps: Smaller individual creators embracing the format for its direct payouts and podcasters who are part of larger networks - which are holding back.
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