Spotify goes after YouTube's video podcast dominance by removing ads for paid subscribers and introducing a new revenue program for creators.

Starting in January in the U.S. and other markets, Spotify Premium users will be able to see ad-free videos, and video creators can earn money off those videos.

Spotify is aiming to give YouTube some competition with its new partner program for video creators and content that goes viral. The music and podcast app announced a new “Partner Program” that monetizes audio and video beyond income from advertising starting on January 2,

Spotify has allowed video podcasts since 2022. Since then they have become increasingly popular: the number of creators publishing them has increased by more than 50 per cent year on year, and more than 240 million users have now watched one.

The streaming giant hosted podcasters, creators and stars like Halsey on its Arts District campus for "Now Playing," a five-hour, invite-only event that featured top execs Daniel Ek and Gustav Söderström.