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.

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.

Spotify announced on Wednesday that it will start paying podcast hosts who make popular videos on its streaming platform.