Spotify shares creator podcast earnings

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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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