Spotify initially launched video podcasts in 2020 and since then they have opened them up widely to content creators. Now, they’ve hit record numbers of views across the platform.
Video content has become a crucial part of the Spotify experience, enhancing connections between creators and fans. From launching music videos in beta to testing video-based learning courses in the U.K., Spotify’s investment in video is paying off, particularly in the podcasting arena. Over 170 million users have watched a video podcast on Spotify.
Initially launched in 2020 for select shows, video podcasts are now available to creators in nearly every market. Recently, Spotify enabled non-hosted podcast creators to upload video, providing another way for creators to engage their audiences. Video podcasts have seen substantial growth, with creators worldwide embracing the format to deepen fan engagement.
Notably, more than half of Spotify’s top 20 podcasts, including “The Joe Rogan Experience” and “Call Her Daddy,” feature video. This preference is reflected in the data: average daily streams of video podcasts on Spotify have increased by over 39% year-over-year globally. In the U.S., nearly two-thirds of podcast listeners prefer shows with video.
“Spotify is always evolving to better serve our users and drive success for creators,” said Jordan Newman, Head of Content Partnerships at Spotify. “The video format adds a layer of authenticity and connection for fans. Audience retention increases with video, fostering a loyal, highly engaged fan base.”
The rise of video content on Spotify
Video consumption hours on Spotify have grown faster than audio-only hours year-over-year, with higher retention rates for video podcasts. At VidCon 2024, Spotify shared new statistics highlighting video’s popularity:
- There are now over 250,000 video podcast shows on Spotify, up from 100,000 in 2023.
- More than 170 million users have watched a video podcast on Spotify.
- Over 70% of users consuming video podcasts watch them in the foreground.
- Nearly 1 in 3 U.S. podcast monthly active users (MAUs) engage with video, while nearly 1 in 4 global podcast MAUs engage with video. The number of global video podcast MAUs has grown by 40% year-over-year.
- The number of creators publishing video each month has grown by nearly 70% year-over-year.
- The largest markets for video podcast creators are the U.S., Brazil, and Mexico.
- In Brazil and the Philippines, about 20% of monthly active podcast creators are publishing video, nearly doubling since last year.
- Video content accounts for a significant portion of total podcast consumption hours in markets like Chile (25%) and Brazil (15%).
For creators, video offers a significant opportunity to reach new audiences globally. Jon Youshaei, host of the popular podcast “Created with Jon Youshaei,” shared his insights on the medium’s impact.
Benefits of video for creators
“Video has been our edge, especially in our intros. Viewers comment on how our podcast intros feel like mini film trailers,” Youshaei explained. “We spend a lot of time picking the right sound bites, using sound design, and adding graphics to draw you in. We also create custom visuals during interviews, which get shared on social media to bring more people back to our Spotify page.”
Content trends
“We’re in the super-long-form era,” Youshaei noted. “The pendulum is swinging from short form to longer viewing sessions, with creators rivalling traditional Hollywood shows. Video plays a huge role, especially as more people watch creator content on their TVs.”
Advice for aspiring video content creators
“There are three phases to the creator journey: Upload, upgrade, and upscale,” Youshaei advised. “Focus on uploading first—get your reps in and learn the craft. Then, upgrade your gear and improve production quality. Finally, upscale your team and processes. Many creators get overwhelmed by trying to upgrade before uploading or upscaling too soon. The order matters.”
Spotify’s support for creators
“Spotify has been essential for building our show and community,” Youshaei said. “We use audience polling to decide interviewees, gather insights, and get feedback. Spotify’s support and analytics help us double down on what works.”
With continuous demand for video from both creators and audiences, Spotify plans to keep enhancing its video capabilities, ensuring it remains at the forefront of digital content consumption. This is brilliant news for creators and listeners alike.
