Spotify wants to pay YouTubers millions for their videos

When Spotify first tested video podcasts in 2020, it put YouTube creators and their content front and center. Not only did the company pay $100 million for The Joe Rogan Experience, but it also hired professional YouTubers like Zane Hijazi and Heath Hussar to bring video episodes of their shows to the platform. Four years later, Spotify now has 250,000 shows with video content on its platform.

But the company wants more – and to get more, it is turning to YouTubers again.

The company is offering creators seven-figure sums if they upload their content to both Spotify and YouTube, people familiar with the matter told Bloomberg.

The contracts are not exclusive, and Spotify is reportedly not interested in a rights acquisition or production deal – which is not surprising, as the company consolidated its podcast production in a reorganization round last year that saw 200 jobs cut and its …