Spotify shares creator podcast earnings

• 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.

• The EarBuds Podcast Collective is eight years old. Every week, the podcast newsletter recommends five podcast episodes according to a theme; it’s run by Arielle Nissenblatt.

• CBC has launched its Winter/Spring 2025 Podcast Slate.

• Are Spotify doing great things for your show? Or is Apple the thing for you? We’d love to know - the Podnews Report Card will take just ten minutes to fill in. Please fill it in! And thank you.

Tips and tricks - with Pod Predictor by Coleman Insights

• This Valentine’s Day, Headliner would like you to show your podcast some love. The company has posted ten tips for good “pod-care”, including creating podcast clips, optimising podcast SEO, and not forgetting about YouTube.

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