Spotify To Cut Back Promotional Spending on White Noise Podcasts

Spotify 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. From a report: 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. As part of the change taking effect Oct. 1, white noise podcasters will no longer be eligible for such support, according to a person with knowledge of the matter. The company is also raising the audience threshold that conventional podcasters must meet to qualify for those ads to 1,000 unique Spotify listeners over the past 60 days from 100.

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