Spotify, the popular music streaming platform, has recently made headlines for its decision to exclude white noise podcasters from its Ambassador Ads program. According to reports from The Verge, Engadget, and Bloomberg, the change will take effect starting October 1st. This move has sparked conversations about the monetization of ambient sounds and what it means for the podcasting community.
White noise podcasters have been a lucrative segment for Spotify, with some reports suggesting that creators could earn up to $18,000 a month. These podcasters primarily curate nature sounds, ambient noises, and other calming audio tracks. They have been part of Spotify’s Ambassador Ads program, where podcasters are paid to read ads during their shows. However, as of October 1st, they will no longer be eligible for this program.
The decision to cut white noise podcasters from the ad program comes amid concerns about the financial implications for Spotify. According to a report by the New York Post, these types of podcasts were costing Spotify around $38 million a year. The Business Insider also highlighted that the move is part of Spotify’s strategy to focus on more traditional forms of podcasting content.
It’s worth noting that white noise podcasts have seen a surge in popularity, especially during the pandemic, as people sought calming sounds to help them focus, relax, or sleep. Bloomberg News had reported as early as June 2022 that these shows accounted for a significant portion of ad placements on Spotify. The recent decision, therefore, not only impacts the white noise podcasters but also raises questions about the future of ambient sound content on the platform.
In summary, Spotify’s move to exclude white noise podcasters from its Ambassador Ads program has been met with mixed reactions. While it may alleviate some financial strain on the company, it also poses questions about the value and monetization of non-traditional podcasting content. As the October 1st deadline approaches, it remains to be seen how this will reshape the landscape of podcasting on Spotify.
