Now you can charge for video

Supporting Cast, the popular podcast subscription platform, has announced a groundbreaking feature that will allow creators to charge for video content on Spotify, marking a significant shift in the podcasting industry. This development has sent shockwaves through the community, with many excited about the new monetization opportunities. The announcement comes as Spotify's global head of podcasts Roman Wasenmüller revealed the company's reasons behind embracing video, citing the need for new discovery mechanisms on the platform.

What Happened

Supporting Cast has become the first podcast subscription platform to deliver gated, subscriber-only podcast video on Spotify. The company launched the new feature with two shows: Libero, a football podcast, and Legacy, a history podcast. Partnerships with other prominent podcast networks, including Goalhanger, Vox Media, Jim Harold's Campfire, Filmspotting, and Betches Media, are expected to follow later this quarter.

Inside the Industry Shift

While video was launched on Apple Podcasts earlier this year, it's currently not possible to offer paid subscribers on Apple Podcasts any access to video. This limitation has created a competitive advantage for Supporting Cast, which is now capitalizing on this gap. The company's move is seen as a significant blow to Apple's podcasting ambitions, which have been struggling to keep pace with Spotify's innovative features.

• First platform to deliver gated, subscriber-only podcast video on Spotify
• Launched with two shows: Libero and Legacy
• Partnerships with Goalhanger, Vox Media, and others to follow

Why This Matters

Spotify's global head of podcasts Roman Wasenmüller recently revealed the company's reasons behind embracing video. In an interview, Wasenmüller stated that the company was struggling to drive audience growth into audio-only podcasting, which is saturated. Video, he argued, has unlocked new discovery mechanisms on the platform, allowing creators to reach a broader audience. This shift towards video highlights the evolving nature of podcasting, where creators must adapt to new formats and platforms to remain competitive.

The Takeaway

The introduction of gated, subscriber-only podcast video on Spotify marks a significant milestone for the podcasting industry. As more creators take advantage of this feature, we can expect to see a surge in innovative content and new monetization opportunities. With Supporting Cast leading the charge, the future of podcasting looks brighter than ever, with more creators able to reach and engage with their audiences in new and exciting ways.