Spotify already has 500,000 video podcasts and an alliance with Netflix: this is how it is building its alternative to YouTube

Even though some of its projects have turned out to be a disaster, like Car Thing, Spotify is accelerating its commitment to video, and the numbers confirm it. In its third quarter results, the company has revealed that its catalog of video podcasts have doubled in less than six months, already reaching 500,000 programs. Consumption also skyrockets: almost 390 million users have played a video podcast on the platform, which is 54% more than the previous year.

This growth is largely due to the opening of tools for creators to upload video, but also to its monetization program. Video podcast consumption has increased more than 80% since the launch of the Spotify Partner Program (SPP) in January, which incentivizes creators with payments based on the interaction of Premium users. The total time users spend with video content on Spotify has more than doubled year after year.

A distribution strategy that looks beyond audio

The company announced a key partnership with Netflix to distribute its video podcasts, starting in 2026 in the United States and later expanding to more markets. While this may seem counterintuitive (sending content outside of your app), it aligns with a larger strategy: becoming the main distribution center for the creators.

According to Alex Norström, incoming co-CEO, the philosophy is “if the creator wins, we win.” By helping them reach audiences in as many places as possible, Spotify positions itself as the central “hub” of content creation.

Spotify already uses a similar strategy by publishing podcasts on YouTube, which the company says has increased awareness of the shows and attracted net new usage to Spotify. They hope the same thing happens with Netflix. Spotify’s infrastructure, which includes monetization, programmatic ads, and now cross-platform distribution, is starting to look like that of a direct competitor of YouTubealthough for now it is focused only on podcasts.

Apparently the goal is “ubiquity.” The recent improvement of your app for Apple TV is part of this equation. The more platforms Spotify covers, the more overall usage increases and the more its advertising business benefits. It must be remembered that the company’s price increases do not affect users who consume video content, since podcasts can be listened to without paying. If the platform decided in the future to open up to all types of video content, and not just podcasts, the infrastructure to compete would already be in place.

This commitment to video is backed by good financial results. Spotify reported an 11% increase in monthly active users, reaching 713 millionand revenues of 4,270 million euros, exceeding market expectations.