Spotify is trying to break YouTube’s stronghold on video podcasts.As fans increasingly flock to videos of star hosts interacting with their guests during interviews, Spotify wants to persuade more podcasters to make videos for its own platform in addition to YouTube.

Starting in January in the U.S. and other markets, Spotify Premium users will be able to see ad-free videos, and video creators can earn money off those videos.

The company will soon begin paying creators based on how much engagement their videos receive from paid subscribers. Automated ad breaks in videos will also be turned off for paid Spotify subscribers to encourage more consumption. Both of these changes go into effect starting January 2nd, 2025 in the US, UK, Australia, and Canada.