Starting in January in the U.S. and other markets, Spotify Premium users will be able to see ad-free videos, and video creators can earn money off those videos.

The streaming giant hosted podcasters, creators and stars like Halsey on its Arts District campus for "Now Playing," a five-hour, invite-only event that featured top execs Daniel Ek and Gustav Söderström.

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 has allowed video podcasts since 2022. Since then they have become increasingly popular: the number of creators publishing them has increased by more than 50 per cent year on year, and more than 240 million users have now watched one.

The company will soon begin paying creators based on how much engagement their videos receive from paid subscribers. Automated ad breaks in videos will also be turned off for paid Spotify subscribers to encourage more consumption. Both of these changes go into effect starting January 2nd, 2025 in the US, UK, Australia, and Canada.

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

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,