Meet the creator
What happens when a TikTok star known for quick-witted comedy sketches decides to try his hand at long-form content? In Jake Shane's case, he found a bigger stage, an even deeper connection with his audience, and doubled his hours per listener since the inception of his show on Spotify.
Jake started as a short-form sensation, building his following through snappy, relatable comedy bits on TikTok. But he had bigger stories to tell. When he brought his content to Spotify, Jake’s signature wit and emotional insight found room to breathe. And his audience didn't just follow—they stayed longer, engaging more deeply with the expanded format.
A year into his long-form journey, Jake’s "lifelong dream of speaking to my laptop camera as a child and making a career out of it" has come true.
We sat down with Jake to learn more about his journey from TikTok stardom to long-form advice-slash-comedy guru on Spotify. Here's what we learned.
From quick takes on TikTok to meaningful conversations on Spotify
Gen Z was raised on a steady diet of snappy TikTok clips and Instagram reels. It comes as little surprise that they would bring their appetite for video content to the other media they consume (including podcasts). Our Fan Study revealed that among the 13-17 crowd, video shows make up over 21% of total podcast consumption. The 18-24 age group follows close behind at 14%.
Jake found the perfect format to satisfy this appetite: “Therapuss with Jake Shane,” a show where he plays therapist to the digital generation. The formula is deceivingly simple. Take one part witty banter, add a rotating cast of guests (from industry professionals to Jake’s own roommates), and sprinkle in enough emotional insight to help fans navigate their latest dramas. Because, as Jake himself will tell you, he does happen to “know a thing or two about feelings.”
I was really anxious. I was worried it wouldn't be received well because I only ever knew short-form. But once I got used to the format, I became way more comfortable with my voice than I ever was with short-form.
Still, transitioning to long-form content came with its own challenges. "I was really anxious. I was worried it wouldn't be received well because I only ever knew short-form," Jake admits. "On short-form, I'm very nit-picky over what I say, and I realized that with long-form, you can't do that because it affects the conversation as a whole."
But what started as an adjustment became liberating. The longer format gave Jake the freedom to let conversations flow naturally, explore topics deeper, and build stronger connections with both his guests and his audience. Once he got used to the format, Jake "became way more comfortable with my voice than I ever was with short-form."
The most surprising benefit of having long-form video on Spotify is that it gives me more of a connection to my audience. It gives me more legs to stand on in my career, and it just makes what I do reach a wider audience.
Through long-form video, Jake transforms his natural talent for making people laugh into a space where entertainment meets real talk, where inside jokes build community, and where his audience doesn't just watch, they belong.
"The most surprising benefit of having long-form video on Spotify is that it gives me more of a connection to my audience," says Jake. "It gives me more legs to stand on in my career, and it just makes what I do reach a wider audience."
How “Therapuss with Jake Shane” took Spotify by storm
Over a year into his Spotify journey, Jake has turned his therapist chair into prime digital real estate. Since the premier of his long-form show, Jake’s hours per listener have doubled.
But every creator knows that numbers don’t tell the whole story. Jake points to the relationship he’s built with his fans as a leading indicator of his success on Spotify.
“My relationship with my fanbase on Spotify is not as mean as other platforms,” he says. “People are super supportive, and they tell me constructively what they would like to see.”
Interactivity features like comments and polls allow Jake to get direct feedback from his fans, something he deems “very important” because it tells him exactly what his audience wants. The result is a show that evolves with its viewers, and is shaped by the very community it serves.
My relationship with my fan base on Spotify has a lot of constructive criticism,” he says. “It's not as mean as other platforms. People are super supportive, and they tell me constructively what they would like to see.
It’s also thanks to his show on Spotify that Jake is now able to tour—which he enthusiastically deems “the best thing that’s ever happened” to him. “Being on stage and connecting with people is the best feeling in the world,” he adds. “It’s only possible because I have this podcast, because I’ve been able to connect with people virtually, and then they want to buy tickets to see me in person.”
It turns out that what Gen Z really wants is content that sees them, hears them, and takes their emotional lives seriously—all while speaking their specific brand of comedy. And Jake? Well, he’s fluent in both languages.
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Let your authenticity shine through with video on Spotify
Jake’s path from TikTok sensation to beloved show host is a masterclass in staying true to yourself while scaling up.
"Authenticity always shines through," Jake concludes. "People can always tell when you're not being authentic. Sometimes they know you are not being authentic even before you realize it. If you are yourself, people will gravitate towards you, and people will want to listen and watch you."
Spotify video gives you the stage to build deeper connections, tell bigger stories, and foster a community that resonates with the real you. Your next chapter starts here.
Learn more about how and why to add video on Spotify.
