Spotify wants to spend less on white noise podcasts.
Ambient noise podcasters can apparently still make cash through subscribers, lister support, and automated ads.Spotify is pulling select advertising privileges for white noise podcasts — a type of ambient noise podcast that involves looping relaxing sounds like rain or static — in a bid to boost the audio streaming company’s annual profits. As reported by
, Spotify outlined changes to its Ambassador Ads program in an email to creators on Friday, noting that white noise podcasters will no longer be eligible to participate starting October 1st. Spotify will no longer spend its marketing budget to support white-noise podcasters through ambassador ads,reports. However, such creators can still make money on the platform via paid subscribers, listener support, and automated ads, which automatically place third-party ads into shows, akin to YouTube advertising. The money “wasn’t well spent,” according to’s source, because ambient noise playlists often serve as background noise instead of engaging active listeners.
Some white noise podcasters make up to $18,000 a month in ad revenue by playing repetitive, ambient sounds.highlighting that some podcasters can make up to $18,000 a month through the program. According to leaked documents from January referenced in the report, white noise and ambient podcasts were unintentionally boosted as part of Spotify’s attempt to promote talk-based content over music, accounting for around 3 million hours of daily listening on the platform.
if it removed white noise podcasts from its talk feed and redirected listeners towards other kinds of content, though it ultimately never followed through.
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