Spotify to Cut Back Promotional Spending on White Noise Podcasts
- Ambient sound shows will no longer be eligible for certain ads
- Company raises listener threshold for ambassador ads program
Spotify is cracking down on so-called white-noise podcasters, reducing the advertising support for programmers that provide little more than soothing sounds like rain or chirping birds.
Photographer: Tiffany Hagler-Geard/BloombergThis article is for subscribers only.
Spotify Technology SA is cracking down on white-noise podcasters, reducing the advertising support for programmers that provide little more than soothing sounds like rain or chirping birds.
In an email to creators Friday, the company highlighted changes to its Ambassador Ads program — promotional spots for Spotify that podcasters read. The company pays hosts to read ads to encourage more creators to make shows and join the platform.