A year ago, Spotify launched a revamped version of its Partner Program, which–similar to YouTube’s identically named program–became the path to monetization for video podcasts. The platform soon boasted results including $100 million of payouts to creators (podcasters, singer/songwriters, etc) in the first three months of 2025.
Now–again, like YouTube–Spotify is lowering the join threshold for the Partner Program, opening it to more podcasters earlier in their content journeys. It’s also introducing a few more tools to help them produce, distribute, and monetize their shows, plus opening a makerspace in West Hollywood.
Spotify made all these announcements timed to the upcoming Golden Globes, which, for the first time, will honor podcasts with a Best Of award.
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Among the inaugural nominees are Good Hang with Amy Poehler, produced by Spotify’s network The Ringer, as well as Alex Cooper‘s Call Her Daddy, which built its audience on Spotify with a three-year deal, then moved to SiriusXM in 2024.
Spotify is clearly hoping more awards will come its way–and giving creators the carrot of earlier monetization might help encourage them to build their potentially-future-award-winning shows on its platform.
The Partner Program’s original eligibility requirements stated creators needed to have published 12 episodes; amass 10,000 consumption hours in the 30 days prior to their application; and have at least 2,000 unique people stream their content in the last 30 days.
The new rules state creators must:
- have published 3 episodes
- have amassed 2,000 consumption hours in the last 30 days
- and have at least 1,000 unique people stream their content in the last 30 days
As you can see, these are some pretty major slashes. It remains to be seen how significantly Partner Program enrollment will go up, but we suspect the jump will be notable.
And all those new shows will become part of the pool of content on which Spotify can run ads, increasing its own revenue.
Podcasters who make it into the program will have access to Spotify’s other new updates.
Those include a tool where creators will “be able to update, schedule, and measure host-read sponsorships in video episodes more easily,” and a tool that’ll let creators “publish and monetize video podcasts on Spotify directly from participating hosting platforms—without changing workflows or re-uploading content,” per Spotify. Participating hosting platforms include Acast, Audioboom, Libsyn, Omny, and Podigee.
The first tool will launch in April; as for the second, Spotify just says it’ll be available “soon.”
Last but not least, Spotify is opening Spotify Sycamore Studios, which it describes as a “state-of-the-art podcast and video production hub.”
The studio is in West Hollywood, “will serve as the new home for The Ringer podcasts, and will be available to select creators in the Spotify Partner Program,” Spotify says.
This reminds us of creator community-forward efforts like YouTube Spaces (RIP) and Lighthouse–although room at Spotify’s will be limited, and not everyone is allowed in. Video podcast creators will get access on an invitation-only basis, and it sounds like much of the location will be dedicated to producing The Ringer’s shows, since Spotify says The Rewatchables, RingerVerse, and The Hottest Take, “among others,” will use Spotify Sycamore Studios as their new home.
“Spotify Sycamore Studios expands Spotify’s global network of creator studios, joining additional podcast studios across Los Angeles (Arts District), New York, Stockholm, and London,” the platform said. “This interconnected hub system provides creators with access to consistent, professional-grade production environments wherever they are based, reflecting Spotify’s belief that creators benefit most when world-class resources meet them in the creative centers where they already thrive.”
These announcements make it clear Spotify is locked in on being a podcast leader, as it continues facing competition from YouTube and Netflix.
