Meet the creator
Emily Fan, known online as "Not Even Emily," is the creative force behind "Much to discuss...!”—a video show that's equal parts sketch comedy, commentary, and chit-chat. Emily tackles the absurdities of modern life, questionable social trends, and those "huh?" moments we all experience but rarely discuss.
As an actress with years of YouTube content creation under her belt, Emily recently brought her unique brand of entertainment to Spotify.
We asked Emily about her decision to add video on our platform. Here’s what she had to say.
Video on Spotify: a new chapter for “Much to discuss…!”
Emily is no stranger to video content. A long-time YouTube veteran, she added Spotify to her distribution mix in May 2024.
Bringing her video content over to Spotify didn’t cannibalize Emily’s other channels. “I was excited to see that adding this video content on Spotify didn't detract from my views or audience engagement on other platforms,” she explains. “this was a new opportunity to find a new audience.”
All in all, the move to Spotify expanded Emily's growth, allowing her to tap into the millions of users who are increasingly partial to video—most of whom are in her core Gen Z demographic, and consume her content in the foreground (listen and watch) 57% of the time.
Spotify is home to some of the world’s top audio shows. But as content evolves, our platform evolves with it. There are over 300,000 video shows on Spotify, and the format is becoming a key differentiator for creators. As Emily explains, “I think a lot of people see Spotify as an audio-only thing, so the novelty of introducing video onto the platform gives me an edge because it's not something that everyone is providing.”
Emily’s experience carries an important lesson: video creators who cut their teeth outside of Spotify don’t have to worry about losing their established audiences. Adding video to their feed actually has the opposite effect—it contributes to even more growth, reaching the people who prefer to consume their favorite shows on Spotify.
“I think a lot of people see Spotify as an audio-only thing, so the novelty of introducing video onto the platform gives me a little bit of an edge because it's not something that everyone is providing.”
Watch, listen, engage: How Emily takes advantage of Spotify’s unique ecosystem
Spotify users have unique preferences. When it comes to their favorite content, some like to watch, some prefer to listen, and others switch back and forth between the two. Emily’s show thrives on Spotify because she serves every type of audience, whether they’re actively watching or just listening.
“I have aspects of both watchable and listenable content because although I do post a lot of sketch comedy, I have other videos that you could listen to just audio-only," she explains. "I think having the sketch portion makes it a lot more appealing for watching so that you can see facial expressions and you can see exactly who's talking.”
“I have aspects of both watchable and listenable content because although I do post a lot of sketch comedy, I have other videos that you could listen to just audio-only. I think having the sketch portion makes it a lot more appealing for watching so that you can see facial expressions and you can see exactly who's talking.”
Emily’s Gen Z audience is rather enamored with watching. No surprises there, as the younger demographic leads the pack in foreground consumption on Spotify. For creators who want to find similar success, Emily advises “adding more visual elements or B roll because it gives people a reason to watch as opposed to just listening.”
But she's also quick to emphasize that authenticity should always be the driving force behind content creation. "I think you will attract an audience who truly likes you for you if you post things that you yourself would enjoy, not just to appeal to whatever is relevant at the moment," says Emily.
The most important thing is that you maintain the essence of what makes your content uniquely yours. Don't feel pressured to do everything or drastically change your content; instead, adapt Emily's tips in ways that align with your unique style, creative goals, and the connections you want to foster with your fans.
Beyond catering to diverse preferences, Emily also appreciates Spotify’s interactivity and analytics tools, as they allow her to connect with fans and understand her content’s reach. “I really like using the comments tool,” she says. “I love reading what people are saying and I really like being able to check my demographics, seeing where people are from. Sometimes I forget that someone in Finland might know who I am!”
“I really like using the comments tool. I love reading what people are saying and I really like being able to check my demographics, seeing where people are from. Sometimes I forget that someone in Finland might know who I am!”
Diversify and thrive with video on Spotify
If you’re already a video creator, bringing your content to Spotify is the next natural step in your growth journey. You already have the recording and editing chops, and we have a user base primed and eager for more video content.
Emily’s multi-platform success is within your reach. Get started.
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