Spotify Targets YouTube Creators With New Video Deals

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.