Recently, Spotify officially announced its plan to invest over 100 million US dollars in global podcast publishers and creators during the first quarter of 2025. This initiative aims to accelerate the development of original content, thereby strengthening its competitive position against major podcast platform rivals such as Apple and YouTube. According to the company, this investment will encompass all creators on the platform across various formats and agreements, including prominent figures like Joe Rogan, Alex Cooper, and Theo Von.
This is not merely a platform competition, but also an intense race for creator dividends. Therefore, what implications does this significant battle hold for ordinary creators or beginners? How can you leverage this opportunity to establish your personal brand and potentially earn your first substantial income?
Why is Spotify willing to spend money?
Recently, Spotify officially announced its plan to invest over 100 million US dollars in global podcast publishers and creators during the first quarter of 2025. This initiative aims to accelerate the development of original content, thereby strengthening its competitive position against major podcast platform rivals such as Apple and YouTube. According to the company, this investment will encompass all creators on the platform across various formats and agreements, including prominent figures like Joe Rogan, Alex Cooper, and Theo Von.
This is not merely a platform competition, but also an intense race for creator dividends. Therefore, what implications does this significant battle hold for ordinary creators or beginners? How can you leverage this opportunity to establish your personal brand and potentially earn your first substantial income?
Why is Spotify willing to spend money?
Spotify's goal is not only to be a "music app", but to build the world's largest audio platform. Podcasts have the following advantages:
High user stickiness : average listening time far exceeds that of music content
Strong original content : more suitable for building independent IP and brand
Strong advertising monetization capabilities : precise delivery, high CPM (revenue per thousand impressions)
Lower threshold than YouTube : no need for complicated editing or scene arrangement, just a microphone and you can start
How can a novice quickly enter the podcast market? Teach you how to do it step by step!
Step 1: Choose your podcast niche
Don’t try to talk about everything. Pick a topic that you are good at or can talk about for 20 episodes :
Popular tracks: Workplace tips/Emotional stories/Drama reviews/Study abroad experience/AI technology
Niche Breakout: Unpopular Movie Commentary/Psychological Stories/Personal Growth Diary
Positioning suggestion : Summarize your program in one sentence: "An emotional self-help podcast specially designed for confused office workers."
Step 2: Create your podcast with Anchor
Spotify's own tool Anchor is free, easy to use, and supports direct publishing to Spotify and Apple Podcasts.
Operation process:
Visit anchor.fm
Register an account and create a show name
Upload audio (or record directly with Anchor)
Set program cover and introduction
One-click distribution to major platforms
Step 3: Set Up Your Recording Tools (No Studio Needed)
Budget-friendly starter kit:
Microphone: FIFINE K669B or Samson Q2U (USB, plug-and-play)
Headphones: Audio-Technica ATH-M20x or AKG K52
Recording software:
Free: Audacity (Windows/Mac)
Browser-based: Zencastr or Riverside.fm
If you’re using a phone, try the Spotify for Podcasters app (formerly Anchor). It lets you record, edit, and publish—all in one place.
Step 4: Promote Your Podcast Like a Pro
Share audiograms or teaser clips on Instagram Reels, TikTok, or X (formerly Twitter)
Ask friends and online communities to rate/review
Submit to podcast directories (Pocket Casts, Overcast, etc.)
Cross-collab with other creators in similar niches
Bonus Tip: End each episode with a call-to-action like:
“If you enjoyed this episode, hit follow and share it with a friend who’d love it too!”
Spotify Tips + Advertising Program: How can you make money?
The income channels currently provided by Spotify for creators include:
Listener Support : Listeners regularly donate to support your show (built-in feature of Anchor)
Ad monetization (Spotify Ads) : After reaching a certain amount of traffic, you can join the automatic ad delivery plan
Brand sponsorship : Spotify vigorously promotes brand cooperation. The better the quality of your content, the easier it is to get brand placement opportunities.
Tips: It is crucial to add a CTA (call to action) to each episode, such as "If you like this episode, don't forget to follow us."
What does this $100 million craze mean to creators?
Podcasting is no longer a “niche side hustle”
In the past, podcasts were often seen as a hobby. But now, they are a content asset that is acquired by platforms at a high price . A podcast program with depth, fans, and structure has commercial value.
Opportunities don’t just belong to top podcasters
In recent years, Spotify has begun to pay attention to mid-level creators , lowering the threshold through tools (such as Anchor) and incentive programs, so that anyone can be signed or included in the advertising cooperation list.
How can celebrity podcasters reap the benefits of this wave?
The following cases are golden examples that truly prove that "sound can feed you":
【Case 1】Joe Rogan（《The Joe Rogan Experience》）
Program type : Interview podcast covering politics, technology, fighting, etc.
Key success points : long program content, casual style, depth, and controversial
Traffic performance : Global playback volume exceeds 2 billion, one of Spotify's most popular podcasts
Inspiration: Even if the program is 2 hours long, as long as there are opinions, conflicts, and useful information, the audience will buy it!
【Case 2】Call Her Daddy (hosted by Alex Cooper)
Program type : light-hearted conversations about emotions, sex, and female perspectives
Program style : bold and frank, with a strong personality label
Growth strategy : A large number of TikTok short video promotional clips drive program subscriptions
Inspiration: The more vertical and real the positioning is, the easier it is to form a "labeled IP" and attract loyal fans.
【Case 3】Emma Chamberlain（Anything Goes）
Starting point : YouTuber turned podcaster
Program style : Monologue-style podcast of fragmented life, with a strong sense of "companionship"
Platform strategy : Spotify and YouTube Music will be launched simultaneously
Business cooperation : Gucci, Levi's and other brands favor her "authentic personality"
Inspiration: Even if you started out as a short video creator, you can smoothly transition to a podcast, and your “authentic personality” is your biggest asset.
Are you planning to try your own podcast on Spotify? What kind of podcast would you most like to try?
