Spotify Invests $10 Billion to Boost Artist and Podcast Monetization

Spotify has announced a major investment aimed at helping artists and podcast creators earn more money on its platform.

On January 7, 2026, the Sweden-based music streaming company revealed that it has invested $10 billion over the past five years in podcasting. The investment focuses on improving monetization tools, expanding infrastructure, and attracting more creators and users.

The move is part of Spotify’s strategy to compete with major platforms such as YouTube and Netflix in the fast-growing podcast and video content market.

Lower requirements for monetization

Spotify also announced that it is lowering the requirements for creators to start earning money, a process known as monetization.

Creators can now qualify if they have:

• At least 1,000 followers
• 2,000 hours of views in the past 30 days
• A minimum of three videos uploaded on Spotify

Previously, creators needed 2,000 followers, 10,000 viewing hours, and at least 12 videos to qualify.

Rapid growth in video podcasts

Roman Wasenmuller, Spotify’s Global Head of Podcast Business, said video podcast engagement has grown significantly since the program launched.

“Since we introduced this initiative, the number of users watching video podcasts on Spotify has doubled each month,” he said. “Regular podcast listeners now watch twice as much video content as before.”

New tools coming in 2026

Spotify also announced new tools set to launch in April 2026. These tools will make it easier for creators to upload, distribute, and sell video podcasts.

The new features will integrate with platforms such as Acast, Audioboom, and Libsyn, allowing creators to reach wider audiences and generate more revenue.

Spotify says the investment reinforces its commitment to empowering creators while expanding its role in the global digital content economy.