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Chris Williamson is the thoughtful voice and familiar face behind "Modern Wisdom," a show that dives deep into conversations that matter. What started as a passion project has evolved into a vehicle for self-discovery that Chris describes as "the most impactful thing that I've done." His enthusiasm bubbles through when he admits that what he gets to do for a job, he "would happily do for free."
But while Chris might create content for the pure love of it, recent developments transformed both his approach and his bottom line. Adding video to Spotify and joining the Spotify Partner Program—which allows eligible creators in select markets to earn revenue from Spotify Premium subscribers who enjoy an experience without dynamically inserted ads—led to a 36% growth in audience in the first month alone.
We sat down with Chris to hear about his journey with video on Spotify and how the Partner Program became what he calls "the freest money you're ever going to make." This is what we learned.
For the first 50 episodes of "Modern Wisdom," Chris stuck with audio-only content. The shift to video wasn't part of some grand vision—it happened organically when he recognized its potential as a "powerful tool for repurposing on Instagram and TikTok." By late 2024, he also realized that "the shows that were growing the fastest on Spotify were using video," so adding it to his feed was a no-brainer.
Chris quickly discovered just how much his fans valued seeing him. "Tons and tons of people now watch podcasts on Spotify, they’re not just listening. Still, I was really surprised with how positively the audience received video," he recalls. "I didn't realize how much they would care, but we get tons and tons of comments now thanking us for adding video on Spotify."
The Spotify Partner Program has been a surprising influx of revenue that we hadn't anticipated coming into 2025, and one that is surprisingly big. I don't think I was prepared for how much it was going to be.
At the same time he introduced video, Chris also enrolled in the Spotify Partner Program. While he wasn't exactly waiting for a windfall, the financial results still left him pleasantly stunned. "The Spotify Partner Program has been a surprising influx of revenue that we hadn't anticipated coming into 2025, and one that is surprisingly big. I don't think I was prepared for how much it was going to be," he admits.
The revenue increase was accompanied by a 36% boost in audience in just the first month. For Chris, these results highlight just "how powerful video is, how much more compelling it is, and also, to be honest, how far behind you are if your podcast isn't putting video on Spotify."
It's the freest money you're ever going to make because you're already doing the work to put video on Spotify, and now you're just getting paid for it.
The Spotify Partner Program felt like an effortless bonus. As Chris jokes, "it's the freest money you're ever going to make. You're already doing the work to put video on Spotify, and now you're just getting paid for it. I didn't ask Father Christmas for money from Spotify, but he delivered."
Adding video to his Spotify feed also impacted how Chris’ audience engages with "Modern Wisdom." The Spotify community, Chris found, brings something special to the table compared to other platforms.
"They seem to be a lot more patient, a lot less rash than some of the comment sections you see elsewhere on the internet," Chris notes. "We've certainly seen a lot more thoughtful engagement with the content in the comments that people leave underneath."
Chris also noticed “a lot more sharing to other platforms.” He chalks it up to video being “more compelling” and top of mind. ”I feel like the share button feels a lot more compulsive if you already have your phone open, you’re already on the platform, and thinking, this is good, I should tell some people about it,” he explains.
[Spotify users] seem to be a lot more patient, a lot less rash than some of the comment sections you see elsewhere on the internet. We've certainly seen a lot more thoughtful engagement with the content in the comments that people leave underneath.
So what does one do with this newfound revenue stream? For Chris, the answer was to reinvest. With the financial boost from the Spotify Partner Program, he's building his first dedicated studio in Austin, Texas. "I've set quite a high bar for cinematography, so I need to reach it," he explains.
Chris has also expanded his team, adding staff specifically to handle the video workflow—a move that's already paying dividends. "We had to hire another member of staff in order to make that happen. But that member of staff unlocked way more revenue than it cost," he shares. "It's reassuring to know that the money you invest into the business will be more than paid back by Spotify."
Chris's advice for creators still hesitating about video on Spotify is straightforward: "You already have the mp4 file—just put it on Spotify. Honestly, if it's not there, what are you doing with it?"
The transformation from "disembodied voice" to real, visible person has amplified everything about the "Modern Wisdom" experience, from audience engagement to revenue potential. And with the Spotify Partner Program, Chris has found the perfect ecosystem to grow his show.
Learn more about how the Spotify Partner Program can transform your show from passion to profit.
