Spotify is said to have had a thorny relationship with the makers of white noise podcasts for some time, and now the company seems to be taking more action against them. According to Bloomberg, white noise podcasters will no longer be eligible for Spotify’s Ambassador Ads program as of October 1.

Under that program, Spotify pays podcasters to read ads for the company’s own products. Its goal is to get more people to make shows for the platform.

Bloomberg previously reported that some white noise podcasters were making as much as $18,000 per month, in large part due to Spotify itself paying them for ad placements. It recently emerged that the company considered pulling those types of podcasts from its platform entirely because they were making a $38 million dent on its gross annual profit.

Ambassador ads haven’t been very effective on white poise podcasts, according to the report, since their listeners aren’t typically as engaged as they might be with a conversational or narrative podcast. They’re said to be more passive listeners who play these shows for background noise, so Spotify was not seeing much benefit from those ads, according to the report.



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