Spotify, the popular audio streaming platform, is making strategic changes to its advertising program, which will have a significant impact on white noise podcasters. The move is aimed at improving the company’s annual profits, but it may leave some creators searching for alternative revenue sources.
In an email sent to creators on Friday, Spotify announced that it would no longer extend advertising privileges to white noise podcasters through its Ambassador Ads program starting from October 1st. This decision comes as the company reevaluates how it allocates its marketing budget.
Spotify’s decision to pull select advertising privileges for white noise podcasts is a response to its belief that the money spent on promoting these types of content wasn’t delivering the desired return on investment. White noise podcasts typically feature looping, relaxing sounds such as rain or static and often serve as background noise for relaxation or focus.
While some white noise podcasters have managed to earn impressive ad revenues, with reports of creators making up to $18,000 per month, the broader marketing strategy is shifting. Spotify has acknowledged that these ambient noise playlists often cater to passive listeners who use them for background ambiance rather than active engagement.
Interestingly, white noise and ambient podcasts found themselves unintentionally boosted on Spotify’s platform in the past. This boost was part of the company’s earlier efforts to promote talk-based content over music. These podcasts accounted for around 3 million hours of daily listening on the platform, reflecting their widespread popularity among Spotify users.
At one point, Spotify contemplated removing white noise podcasts from its talk feed and redirecting listeners toward other types of content. The company estimated that such a move could potentially increase its annual gross profit by $38 million. However, it appears that Spotify ultimately chose not to pursue this course of action.
In addition to discontinuing advertising privileges for white noise podcasters, Spotify has made other changes to its advertising programs. The audience threshold required for conventional podcasters to participate in the Ambassador Ads program has been raised significantly, from 100 to 1,000 unique Spotify listeners over the past 60 days. This change reflects the company’s ongoing efforts to optimize its advertising budget.
Moreover, Spotify is actively seeking to expand its Automated Ads program, which inserts third-party ads into shows. Participants in this program can expect to receive a 50 percent split of the revenue generated, offering an alternative way for podcast hosts to monetize their content.
Spotify’s decision to cut back on advertising privileges for white noise podcasts is part of a broader effort by the company to manage its finances. While Spotify has experienced growth in its paying subscriber base, it has also faced challenges, including a decrease in revenue per subscriber. This has led to layoffs within its podcasting division.
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