Spotify brings monetization program to Nordic creators

Spotify announced on November 13, 2025, the expansion of its Partner Program to Sweden, Denmark, Finland, and Iceland, starting November 18. The program provides creators with multiple revenue streams, combining audience-driven payouts from Spotify Premium video engagement with ad monetization from Spotify Free users.

The Nordic expansion follows the program's initial January 2025 launch in the United States, United Kingdom, Canada, and Australia, and subsequent extension across nine European markets including France, Belgium, Luxembourg, Netherlands, Ireland, New Zealand, Germany, Austria, and Switzerland in late April 2025.

According to the announcement, Spotify's video podcast catalog has grown to nearly 500,000 shows. More than 390 million users have streamed video podcasts on the platform, representing a 50% increase year-over-year. The trend demonstrates particular strength in Nordic markets. In Sweden, video podcast listeners surged almost 60% year-over-year, while consumption hours climbed more than 50%.

Spotify distributed more than $100 million to podcast publishers and podcasters globally in the first quarter of 2025, according to the company. Payouts for creators in the program grew over 300% in January 2025 compared to the previous year. Hundreds of podcast creators now earn more than $10,000 monthly, with top earners surpassing six-figure incomes.

The program's dual revenue model addresses creator demands for income stability while adapting to shifts in audience behavior and seasonal fluctuations. Premium subscribers generate direct payouts through video engagement, while Free users contribute through advertising revenue. The flexibility gives creators control over their businesses without disrupting listener experiences through excessive advertising breaks.

Video content integration represents a strategic pivot in podcast monetization. The format enables deeper connections between creators and audiences, moving beyond traditional audio-only experiences. Spotify's infrastructure supports seamless format switching, allowing listeners to transition between audio and video consumption mid-stream.

The expansion arrives amid significant growth in podcast advertising infrastructure. Spotify extended automated podcast buying to 170 million monthly listeners across 12 markets in July 2025, providing advertisers with direct access to premium podcast inventory through Spotify Ads Manager and Spotify Ad Exchange. The automated channels enable real-time bidding capabilities and standardized measurement protocols that align with broader digital advertising practices.

Technical implementation of the Partner Program removes dynamic advertisement interruptions for Premium subscribers while maintaining creator-inserted sponsorships. The system preserves baked-in sponsorships within episodes but eliminates traditional dynamic advertising breaks. This approach creates what Spotify describes as an "uninterrupted experience" across devices while ensuring creators maintain monetization opportunities.

For marketing professionals, the Nordic expansion signals continued investment in video podcast advertising capabilities. Video podcast consumption increased 20% during Q2 2025, with creator payouts growing 300% through the Partner Program. The format provides advertisers with diverse placement opportunities including pre-roll video ads, mid-roll placements, overlay advertisements, and product integration that command higher rates than audio-only advertising.

The program's architecture accommodates different regional advertising markets while maintaining consistent Premium user experiences. Market implementation requires infrastructure readiness for handling multi-region content delivery, payment processing, and compliance with varying advertising regulations across Nordic territories.

Spotify's approach contrasts with traditional podcast monetization models that relied primarily on direct negotiations and manual insertion orders. Those legacy systems created barriers for smaller advertisers and limited campaign optimization capabilities. The automated channels introduced through the Partner Program provide standardized workflows that match display and video advertising efficiency.

Programmatic podcast advertising adoption accelerated 64% following Spotify's April 2025 launch of the Spotify Ad Exchange. The programmatic offering addresses industry demand for streamlined purchasing processes through real-time auctions and enhanced targeting precision. Partnerships with demand-side platforms including The Trade Desk, Google Display & Video 360, and LiveRamp enable advertisers to access Spotify inventory within existing buying workflows.

The Nordic market demonstrates strong engagement patterns that support video podcast adoption. Sweden's nearly 60% year-over-year increase in video podcast listeners exceeds global growth rates, indicating regional appetite for visual content alongside traditional audio formats. Consumption hour increases above 50% suggest sustained engagement rather than transient experimentation.

Platform analytics reveal performance metrics supporting video integration. Data from initial markets shows podcast clips, a short-form video feature launched in November 2024, demonstrate 33% higher conversion rates compared to traditional previews for transforming casual browsers into engaged listeners. These discovery mechanisms complement the full-length video podcast offerings within the Partner Program.

The program maintains compatibility requirements for video content, with considerations for cross-platform delivery and quality standards. The system manages video processing while maintaining audio availability across non-video enabled platforms, ensuring creators reach audiences regardless of device capabilities or user preferences.

Geographic rollout demonstrates Spotify's technical capability to manage complex content delivery systems across multiple user types. The platform maintains distinct experiences for Premium and Free users while preserving creator monetization opportunities across both segments. Regional payment processing accommodates varying financial infrastructure across Nordic countries.

Early adoption metrics from initial markets indicate substantial creator interest. More than 65% of eligible shows and networks enrolled in the program within seven weeks of the November 2024 announcement, according to Spotify. This enrollment rate suggests creators recognize the program's value proposition for revenue diversification and audience growth.

Competing platforms have invested heavily in video podcast capabilities throughout 2025. Audioboom reported 18% revenue growth in Q3 2025, generating over 13% of its business from video content. The company ranked first on Podscribe's video chart in the United States, hosting 12 of the top 100 video podcasts nationally. Industry research from Edison Research indicates 70% of Gen Z listeners find podcasts through YouTube recommendations, while 75% discover new shows through brief podcast clips on social media.

The Nordic expansion positions Spotify to capitalize on regional content creation strengths. Nordic countries maintain robust creative industries with established podcast production capabilities and multilingual audiences. The program provides infrastructure for creators to monetize content across domestic and international markets simultaneously.

Implementation timing aligns with broader industry shifts toward sustainable creator economics. The program's structure acknowledges market demands for predictable revenue streams while adapting to changing consumer preferences in content consumption. Multiple revenue channels reduce dependence on single monetization methods that fluctuate with seasonal advertising cycles.

For advertisers, the expansion increases inventory access within Nordic markets that demonstrate above-average engagement rates. Video podcast advertising provides measurable performance metrics including viewability, completion rates, and interaction tracking that surpass traditional audio measurement capabilities. These enhanced metrics support attribution modeling and campaign optimization workflows.

The program's flexibility addresses creator concerns about revenue volatility. By combining Premium subscriber payouts with Free user advertising revenue, creators maintain income stability even when advertising markets experience downturns. This dual-stream approach mirrors successful monetization models in video content creation across platforms like YouTube.

Technical specifications include video quality requirements, format compatibility across devices, and delivery protocols that maintain seamless playback experiences. Spotify's infrastructure supports adaptive bitrate streaming, ensuring optimal video quality based on network conditions while preserving battery efficiency on mobile devices.

The announcement emphasizes commitment to "reimagining the podcast experience" through format evolution. Video integration represents one component of broader platform development including discovery features, personalized recommendations, and creator tools that support content production and audience analytics.

Nordic creators join a growing international community monetizing through the Partner Program across 17 markets spanning North America, Europe, and Oceania. The geographic diversity provides creators with potential audience reach exceeding Spotify's total 640 million users, including over 250 million Premium subscribers.

Timeline

• November 13, 2024: Spotify announces Partner Program at Now Playing event
• January 2, 2025: Program launches in US, UK, Canada, and Australia
• February 2025: Creator payouts grow 300% in first month
• April 2025: Expansion to nine European markets announced
• April 3, 2025: Spotify launches Ad Exchange and AI-powered creative tools
• July 11, 2025: Automated podcast buying extends to 170 million listeners
• October 2025: Netflix partnership expands distribution
• November 13, 2025: Nordic expansion announced for Sweden, Denmark, Finland, Iceland
• November 18, 2025: Partner Program launches in Nordic markets

Summary

Who: Spotify announced the expansion targeting podcast creators in Sweden, Denmark, Finland, and Iceland, providing monetization opportunities for video content producers in Nordic markets.

What: The Partner Program expansion introduces dual revenue streams combining audience-driven payouts from Spotify Premium video engagement with advertising revenue from Spotify Free users. The program provides creators with multiple income channels while maintaining uninterrupted listening experiences for Premium subscribers.

When: Spotify announced the expansion on November 13, 2025, with program availability beginning November 18, 2025, in the four Nordic countries. The announcement follows the program's initial January 2025 launch and subsequent European expansion in April 2025.

Where: The expansion covers Sweden, Denmark, Finland, and Iceland, extending the program's geographic reach to 17 total markets including previous coverage in North America, Europe, and Oceania. Nordic markets demonstrate above-average video podcast consumption growth.

Why: The expansion addresses strong regional demand for video podcast content, with Sweden showing nearly 60% year-over-year increase in video podcast listeners and consumption hours climbing more than 50%. The program provides creators with revenue stability through diversified income streams while capitalizing on shifting audience preferences toward visual content consumption.