Spotify is going all in on video.

The company will soon begin paying creators based on how much engagement their videos receive from paid subscribers. Automated ad breaks in videos will also be turned off for paid Spotify subscribers to encourage more consumption. Both of these changes go into effect starting January 2nd, 2025 in the US, UK, Australia, and Canada.

Paying video creators directly based on engagement puts Spotify on more of a collision course with YouTube, which is also leaning into podcasts and already pays its creators billions a year in shared ad revenue. “We can provide an experience for your audience that is superior to any other platform,” CEO Daniel Ek said onstage Wednesday at a Spotify creator event in Los Angles.

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