Spotify Targets YouTube Creators With New Video Deals
The streaming platform is evolving its retention and engagement strategies
Spotify is offering select YouTube creators lucrative, non-exclusive deals to bring their shows and videos to the platform.
The play:
As per Digital Music News (DMN), the strategy marks a shift for Spotify, which has spent years investing heavily in its exclusive podcast content with creators such as Joe Rogan.
The play now is to compete with established video platforms such as YouTube, Instagram and TikTok to increase user engagement and reduce churn.
The offer:
As per Bloomberg, Spotify is offering a select group of YouTube creators lucrative and, crucially, non-exclusive deals to bring their content to the platform.
Spotify is offering financial incentives and marketing support to attract the talent.
New features:
As per DMN, Spotify is debuting new features to help video creators monetize their content and track performance.
This includes allowing Premium subscribers to watch videos ad-free, and sharing ad revenue with creators from ad-supported free users.
DMN notes that Spotify’s video ad infrastructure is “still maturing compared to YouTube’s”, which could limit monetization efforts by creators.
Spotify is offering select YouTube creators lucrative, non-exclusive deals to bring their shows and videos to the platform.
The play:
As per Digital Music News (DMN), the strategy marks a shift for Spotify, which has spent years investing heavily in its exclusive podcast content with creators such as Joe Rogan.
The play now is to compete with established video platforms such as YouTube, Instagram and TikTok to increase user engagement and reduce churn.
The offer:
As per Bloomberg, Spotify is offering a select group of YouTube creators lucrative and, crucially, non-exclusive deals to bring their content to the platform.
Spotify is offering financial incentives and marketing support to attract the talent.
New features:
As per DMN, Spotify is debuting new features to help video creators monetize their content and track performance.
This includes allowing Premium subscribers to watch videos ad-free, and sharing ad revenue with creators from ad-supported free users.
DMN notes that Spotify’s video ad infrastructure is “still maturing compared to YouTube’s”, which could limit monetization efforts by creators.
Spotify is offering select YouTube creators lucrative, non-exclusive deals to bring their shows and videos to the platform.
The play:
As per Digital Music News (DMN), the strategy marks a shift for Spotify, which has spent years investing heavily in its exclusive podcast content with creators such as Joe Rogan.
The play now is to compete with established video platforms such as YouTube, Instagram and TikTok to increase user engagement and reduce churn.
The offer:
As per Bloomberg, Spotify is offering a select group of YouTube creators lucrative and, crucially, non-exclusive deals to bring their content to the platform.
Spotify is offering financial incentives and marketing support to attract the talent.
New features:
As per DMN, Spotify is debuting new features to help video creators monetize their content and track performance.
This includes allowing Premium subscribers to watch videos ad-free, and sharing ad revenue with creators from ad-supported free users.
DMN notes that Spotify’s video ad infrastructure is “still maturing compared to YouTube’s”, which could limit monetization efforts by creators.
Spotify
YouTube
Joe Rogan
TikTok
Bloomberg
Streaming Platform Diversification
Streaming Platform Competition
Direct Artist-Platform Deals
Platform Artist Tools Evolution
Monetization Of Ad-Supported Streaming
Creator Platforms
Revenue Sharing
Platform Exclusives
Artist Tools
Performance Metrics
Video Creator Deals
United States
Sweden
👋 Disclosures & Transparency Block
- This story was written with information sourced from Digital Music News.
- We covered it because of Spotify’s profile.
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