Spotify launches podcast studio in Johannesburg

Since Spotify entered the podcast space in 2019, over half a billion people globally have listened to podcasts on the platform. Now, Spotify is home to over 250 000 video podcast shows, and the number of creators actively publishing video content has grown nearly 70% year-on-year. This rapid growth reflects a shift in audience expectations, with video podcasts becoming an essential way to engage and grow loyal fan bases.

For creators, Spotify is the ideal platform to build a following, with fans coming to the platform to connect with the creators they love. Audiences tend to stay engaged with content for longer and continue returning for more. Globally, more than 170 million users have watched a video podcast on Spotify, and over 70% of those users consume video podcasts in the foreground, actively engaging with the content.

Video consumption is growing faster than audio-only, and video podcast audiences retain content at higher rates than audio listeners, making video a core part of the Spotify experience. As music videos and video podcasts move into the spotlight, more shows are using the format to deepen engagement and build lasting connections with their fans.

In South Africa, the new Johannesburg podcast studio will equip podcasters with the resources, tools, and technology needed to harness the power of video. Whether exploring themes of social justice, education, or amplifying underrepresented voices, podcasters will be able to bring their stories to life in dynamic ways that attract new audiences.

Access to the studio is by application only, ensuring that selected creators are ready to make the most of this exclusive opportunity. With a focus on helping podcasters overcome challenges such as monetisation and audience growth, the studio offers comprehensive support for creators to thrive in an increasingly competitive space.

Spotify is committed to empowering all creators, offering a platform where fans and creators can build long-lasting relationships. As video continues to play a key role in the podcasting landscape, the Johannesburg studio will help local creators reach new heights, making South African stories more visible on the global stage.

Since launching in 2008, Spotify has transformed music listening. Today, the service boasts a community of 626 million users, including 246 million Spotify Premium subscribers, in over 180 markets.