Spotify relies on video podcasts to win over a younger audience

Posted by Isabelle Szczepanski le 27 mars 2025

After the United States, the United Kingdom, Canada and Australia, Spotify today announced the launch in France of the Spotify Partner Program, a scheme designed to support and monetize video podcasts. A strategic choice motivated by the meteoric rise of the format, which attracts a younger audience less loyal to traditional audio podcasts.

Podcasts first appeared on Spotify nine years ago, but it’s been since 2019 that the platform has stepped up its investments to structure and develop this sector. In France, the explosion of the podcast audience has manifested itself through a variety of themes, such as news, talk shows, true crime and documentary formats. In recent months, however, it’s the video podcast that has established itself as the hottest…

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