A leaked internal pitch deck, uncovered by The Ankler, exposes Spotify's ambitious strategy to expand beyond podcasts into general video content, directly targeting YouTube creators.
The deck boldly invites creators to "bring your video to Spotify" without any mention of podcasts or exclusivity requirements — allowing uploads of any short-form or long-form videos while keeping them on other platforms.
Monetization is creator-friendly: revenue shares from ads (on free tier), Premium subscriptions, and performance-based bonuses. Tools include a sleek analytics dashboard for tracking views and earnings, built-in comment sections to build communities, and direct product sales via Megaphone (Spotify's hosting platform). Some creators have already earned up to $75,000 in recent months from video performance.
Non-podcast videos are climbing charts fast. Celebrity chef Nick DiGiovanni topped the "Art" category in the U.S., while other YouTubers like Alan Chikin Chow, gaming creator JackSepticEye, challenge specialist Ryan Trahan, and The Game Theorists have gained traction. A yoga podcast even cracked the top 10 shows recently, hinting at emerging fitness trends.
Spotify's scale backs this play: over 300 million users have watched video content (out of 675+ million MAUs), with 70% viewing in foreground mode and time spent on videos up 44% year-over-year. As YouTube leans into TV experiences, Spotify positions itself as a mobile-first alternative with lower competition and strong recommendations.
For mid-tier creators with loyal but not massive audiences (think millions, not MrBeast's hundreds of millions), dual-uploading offers diversification — extra revenue without exclusivity risks. If fitness, cooking, or gaming creators flood in with workout/training videos, Spotify could carve a real niche against YouTube's dominance.
This non-exclusive, multi-revenue approach mirrors successful cross-platform strategies, potentially accelerating video as Spotify's next growth pillar alongside music and podcasts. Creators: why limit to one garden when you can plant in two?
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Author: Slava Vasipenok
Founder and CEO of QUASA (quasa.io) - Daily insights on Web3, AI, Crypto, and Freelance. Stay updated on finance, technology trends, and creator tools - with sources and real value.
Innovative entrepreneur with over 20 years of experience in IT, fintech, and blockchain. Specializes in decentralized solutions for freelancing, helping to overcome the barriers of traditional finance, especially in developing regions.
