Spotify is discontinuing ads for podcasts consisting solely of white noise. These types of podcasts are designed to help listeners relax with soothing sounds like rain or static.
Spotify informed creators through changes to its Ambassador Ads program that white noise podcasters will no longer be able to participate starting from October 1st. Instead, Spotify will allocate its marketing budget to other types of content.
However, these podcasts can still generate income through paying subscribers and listener support. According to Bloomberg, some white noise podcasters earn up to $18,000 per month through advertising revenue.
Alongside the update to the Ambassador Ads program, Spotify has also raised the threshold for regular podcasters to participate in the program. Now, a minimum of 1,000 unique Spotify listeners in the last 60 days is required to be eligible.