Spotify Is Gunning for YouTube Creators — Here’s Why Artists Should Care

Spotify isn’t just coming for your ears anymore - it’s coming for your eyes, too. In a bold shift that’s turning heads across the creator economy, Spotify is actively courting YouTube content creators with six- and seven-figure deals to bring their video shows over to the platform. The twist? These deals are non-exclusive, meaning creators can still post on YouTube, TikTok, or wherever they’ve built their following.

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This move marks a major evolution for Spotify, which previously went all-in on podcasts with massive exclusive contracts (think Joe Rogan and Alex Cooper). Now, the strategy has changed. Instead of locking creators down, Spotify’s focusing on volume — growing a large library of video content that can live alongside its music and podcast offerings.

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What’s Spotify Actually Offering?

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Spotify is reportedly offering financial incentives and marketing support to select creators. Some are being paid directly, while others benefit from better visibility in the app. Video tools are improving, and monetization options are expanding: Premium users get ad-free video, while creators earn revenue from ads shown to free-tier listeners.

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These changes are part of Spotify’s long game: they want users spending more time in-app. More video content means more engagement, and more engagement helps reduce subscriber churn. Even Spotify CEO Daniel Ek is acknowledging the competitive reality, noting that creators want to be “on multiple platforms.” Spotify’s goal isn’t to replace YouTube — it’s to become an equally vital space for creators and their fans.

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What This Means for Artists & Creators on Octiive

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If you’re an independent musician, you might be wondering: Why does this matter to me? The answer is simple — video is becoming a central piece of the streaming experience. Spotify’s investment in video content opens the door for artists to deliver more immersive experiences, from video podcasts to behind-the-scenes content, lyric breakdowns, and more.

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Artists who lean into visual storytelling could find themselves in front of entirely new audiences. Plus, with Spotify’s increasing focus on helping creators monetize across formats, it’s worth considering how video could play into your release strategy.

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And we’ve heard you. At Octiive, we know many of you have been asking about submitting music videos again — and we’re excited to share that we’re actively working on bringing music video submissions back to the platform soon. More details coming your way shortly, but just know: it’s happening.

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Final Thoughts

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Spotify’s push into video is more than just a response to YouTube’s dominance — it’s a sign that platforms are evolving, and creators who adapt early often come out ahead. If you’re already uploading your music to Spotify through Octiive, consider experimenting with short-form video, narrative content, or even a visual podcast. As always, we’re here to help you navigate what’s next. Let’s grow - on every platform that matters.

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