Spotify announced on Wednesday that it will start paying podcast hosts who make popular videos on its streaming platform.

Spotify has announced a major push into video podcasting by introducing new ways for creators to monetize their content, directly challenging YouTube's dominance in this space.  Through its new Partner Program,

Spotify has announced plans to begin paying podcast creators based on the engagement their videos generate from paid subscribers. The company's new "Partner Program" will allow creators to earn beyond ad revenue. This new strategy will be rolled out in several countries including the US, UK, Australia, and Canada, from January 2, 2025.

Spotify is aiming to give YouTube some competition with its new partner program for video creators and content that goes viral. The music and podcast app announced a new “Partner Program” that monetizes audio and video beyond income from advertising starting on January 2,

The streamer is also removing ad breaks from video podcasts as it tries to compete more directly with YouTube.

Spotify goes after YouTube's video podcast dominance by removing ads for paid subscribers and introducing a new revenue program for creators.