Shulou(Shulou.com)11/24 Report--

Thanks to CTOnews.com netizens Alejandro86 and Coje_He for the clue delivery! CTOnews.com, Sept. 4 (Reuters)-Spotify sent an email to creators on Friday announcing that creators of white noise podcasts will no longer be eligible to participate in the Advertising Ambassador program as of October 1.

Generally speaking, white noise podcasts only provide soothing ambient sounds such as rain or birdsong. This time Spotify asks podcast creators participating in the Advertising Ambassador program to read Spotify ads in their own podcast content to pay sponsorship fees to creators to encourage more creators to produce programs and join the platform.

Spotify has also raised the threshold for traditional podcasts to participate in the program: the channel needs to have 1000 independent listeners in the past 60 days, compared with 1000 previously, according to Tuyuan Pexels Reuters, citing people familiar with the matter.

Of course, this does not mean that white noise podcasts are blocked or restricted by the platform. Creators can still make money from paid subscribers, audience support and ads that are automatically inserted into the show, but there will be no official advertising revenue after October 1.

Given that white noise is often used as background sound rather than listening attentively to the show itself, this means that even if white noise podcasts can read ads aloud, ad conversion rates are still lower, making Spotify feel that "marketing expenses are not being spent", according to people familiar with the matter.

It is said that white noise podcasts can earn up to $18000 a month (CTOnews.com Note: currently about 131000 yuan) from ads placed on Spotify. By January of this year, these programs occupied a total of 3 million hours on the platform and reduced Spotify's annual gross profit by $38 million (currently about 276 million yuan).

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