Media Trends
Spotify’s latest changes to its Partner Program for video podcasts are a helpful reminder of a bigger reality: digital platforms are increasingly competing for creators, and the rules of engagement are constantly shifting.
As platforms fight for attention, inventory, and advertising dollars, creators are being incentivized to participate…while also being boxed into evolving requirements, monetization thresholds, and distribution rules.
Visibility is no longer just about creating quality content, it’s controlled by algorithms, eligibility criteria, and platform-defined success metrics.
This competition doesn’t guarantee reach. In fact, it often accelerates content saturation, making it harder for any single voice to break through.
Why It Matters
When organizations build their strategy around a single platform they don’t own, they become vulnerable to changes they don’t control.
Monetization models shift. Discovery rules change. Incentives come and go. And reach can disappear overnight.
This doesn’t mean digital doesn’t matter (it absolutely does), but it does mean digital works best when it’s strategic, diversified, and intentional. Relying solely on one platform’s ecosystem leaves you vulnerable.
Broadcast still matters because it offers something digital often struggles to provide: consistency, habit, and trust.
Digital matters because it allows for discovery, engagement, and experimentation.
Channel strength comes from understanding the role each plays and how they work together.
Next Steps
In traditional broadcast, placement is power. With digital, discovery is power. I’ll be honest, I took this line from my colleague Sam…but it remains true! Both require strategy, neither is guaranteed.
Spotify’s podcast changes are simply the latest reminder of how quickly the digital landscape can shift. Going “all-in” on digital may feel efficient, but it requires far more intentional effort to stay visible and adaptable over time.
Our team is currently helping clients evaluate which digital opportunities make sense for 2026, and which ones may introduce more risk than return. If you’re considering a greater focus on digital visibility, we’d love to help you create a smart, intentional strategy you can implement in an ever-changing media environment.
Shauna Goodison
Director of Communications | shauna@eaglecom.ca