Spotify Video Podcasts: Anchor Creators Gain Access

Spotify Expands into Video Podcasts

Spotify has significantly invested in the podcasting realm, allocating approximately $1 billion through acquisitions, exclusive agreements, and various partnerships. Now, the company aims to broaden user engagement beyond audio, introducing a new dimension: video. An announcement was made today detailing the opening of access to a new tool for content creators.

New Tools for Creators

This tool will empower creators to publish their video podcasts directly onto the Spotify platform. The functionality is being integrated into Spotify’s podcast creation platform, Anchor, and represents an expansion of the initial video podcast launch from the previous year.

Initially, video podcasts on Spotify were limited to Spotify Originals and Exclusives, alongside a select number of third-party podcasts. Previously, creators lacked a direct method for uploading video content to the service, necessitating the use of alternative video platforms like YouTube.

Publishing and Monetization

This is now changing with Anchor. Creators can upload videos through their existing accounts, mirroring the process for audio episode creation and publication. Listeners will be able to access podcasts across various devices, including the Spotify mobile app, desktop application, web player, smart TVs, and gaming consoles.

Creators will also have the opportunity to monetize their video podcasts, utilizing the same subscription models currently available for audio content. Subscription offerings can include exclusive video content or unlock video access for existing podcasts.

Existing advertising partnerships can be incorporated into video podcasts, and support for Automated Ads is planned for the near future.

Gradual Rollout and Current Availability

While access to the new feature is being opened to Anchor creators, it is being implemented gradually. Interested creators must currently join a waitlist to gain access. In contrast, Apple already provides video podcasting hosting to all creators, regardless of their hosting provider.

Spotify’s initial video podcast lineup will feature content from Originals and Exclusives, such as The Ringer’s Higher Learning and The Joe Rogan Experience. Additional creators, including Philip DeFranco, Jasmine Chiswell, The WAN Show, and Juicy Scoop with Heather McDonald, will also publish on the platform.

Past Video Attempts and Competitive Landscape

Spotify’s previous ventures into video content were unsuccessful. Initial efforts with original video programming several years ago did not gain traction, leading to a temporary suspension of video plans. However, the acquisition of The Ringer, with its established YouTube video operation, signaled a renewed interest in video.

This expansion into video coincides with reports that YouTube is also increasing its investment in podcasting. Bloomberg recently reported that YouTube is hiring an executive specifically focused on podcasts, potentially prompting Spotify to accelerate its video podcasting initiatives despite the current waitlist.

Accessing Video Content

Currently, video content on Spotify is accessed by navigating to the episode page of the desired show and initiating playback. A full-screen viewing option is available via the play bar at the bottom of the screen, allowing users to choose between listening and watching.

As of now, there isn’t a dedicated section to easily browse all video-enabled podcasts. Spotify has not disclosed the exact number of podcasts available in video format at launch, but anticipates having access available to “thousands” by the end of the year.