Spotify is lowering the eligibility criteria for podcasters to monetize their video content on the platform, a move designed to attract more creators and better compete with YouTube in the video podcasting space. The updated requirements significantly reduce the barriers to entry, now requiring creators to have published at least three episodes, accumulated 2,000 consumption hours, and engaged 1,000 audience members within the last 30 days.

Previously, the criteria for Spotify's partner program, introduced last year, demanded a minimum of 12 published episodes, 10,000 consumption hours over the preceding 30 days, and at least 2,000 unique listeners within the same timeframe. The partner program compensates podcasters based on the number of premium users who view their videos on Spotify, in addition to a share of advertising revenue generated from users on the platform's free tier.

In a related development, Spotify is introducing new sponsorship tools intended to streamline the process of integrating sponsored content into video podcasts. These tools will enable creators to update, schedule, and measure the performance of host-read sponsorship spots within their video ads. The new features are slated to arrive in April, accessible through both the Spotify for Creators app and Megaphone, Spotify's podcast hosting and monetization suite.

The company is also launching a new API that will allow creators to publish and monetize video podcasts using their existing platforms. This move signals Spotify's intention to integrate seamlessly with existing creator workflows, further reducing friction for those looking to expand their presence on the platform.

Spotify's increased focus on video podcasting reflects a broader industry trend toward visual content. By lowering the monetization threshold and introducing new tools, Spotify aims to attract a wider range of creators and establish itself as a leading platform for video podcasts, directly challenging YouTube's dominance in the space. The company has not yet released specific details on the API's functionality or pricing structure.