February 14, 2025

Spotify shares creator podcast earnings

4 minutes

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Spotify shared some creator earnings from the first month of the Spotify Partner Program. “Hundreds of podcast creators surpassed $10,000 in monthly revenue”, the company said, but also gave three specific examples of January earnings.

We’re All Insane earned more than $17,000. (An advertising planning tool that Podnews has access to suggests that this show does 579,000 downloads a month overall.)

Kinda Funny Gamescast made over $10,000. (This show, we think, gets 124,000 downloads a month overall.)

Your Mom’s House with Christina P. and Tom Segura and 2 Bears, 1 Cave with Tom Segura & Bert Kreischer, two podcasts from YMH studios, saw combined earnings of more than $105,000. (These shows may do a total of 6.5mn downloads a month).

So, is this doing better than advertising? Podnews analysis suggests that We’re All Insane is achieving $29 CPM; Kinda Funny $80 CPM; and YMH is doing $16 CPM. However, total download numbers are from all platforms, not just Spotify. Should Spotify account for 50% of total consumption, of course, you can double those CPM numbers. And baked-in advertising is still fine within these shows, so this is additive revenue.

Spotify was also keen to highlight the growth in consumption that video gives: We’re All Insane claims a 6x consumption increase in total hours year-on-year; Kinda Funny and the YMH Studios shows around 22% month-on-month. The company adds: “The top 20 video podcasts eligible for the Spotify Partner Program have seen an average 24%+ growth of consumption. Overall, video podcast consumption on Spotify is up more than 20% since the program’s launch.”

Some other detail:

Within Spotify for Creators, participants can see the sources of their revenue with ad-supported (streams) and premium (share). (Wouldn’t it be fun if you wanted to share some with us?)

Spotify promised videos would be “uninterrupted by ad breaks”. At the time, we wrote that it would be “uninterrupted and ad-free”, but we got that wrong: Spotify Premium users see unskippable ads at the beginning and end of video content: they’re just not interrupted by video ad mid-rolls.

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