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Spotify adds Plays metric for podcasts

By
Gen Salinas
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Spotify adds Plays metric for podcasts
Image courtesy: Spotify

Spotify has introduced a new podcast performance metric called Plays in Spotify for Podcasters.

The metric counts how many times an episode is played for at least one second. This is different from the existing Streams metric, which requires listeners to stay for at least 60 seconds. According to Spotify, the change gives creators more insight into how many users are initiating playback, even if they don’t continue listening.

The new metric is now live on the Spotify for Podcasters web dashboard. A mobile rollout is expected soon.

Expanding how performance is measured

By adding Plays, Spotify is aligning its podcast analytics with metrics common on other content platforms. Video platforms like YouTube and TikTok count a view after just a few seconds of engagement. Spotify’s move brings podcasting closer to those standards.

This update also responds to feedback from creators and advertisers who have pushed for more detailed podcast data. Without play-level stats, it has been difficult to measure early drop-off rates or the effectiveness of episode intros and titles.

Spotify says that the new data point will not replace Streams or other existing metrics. Instead, it adds another layer to help creators better understand audience behavior.

How the metrics affect creators and advertisers

More granular metrics could influence how creators report performance to brands and partners. Having access to both Plays and Streams gives a fuller picture of listener behavior, from initial taps to longer engagement. This may affect how creators present performance in sponsorship pitches and how advertisers evaluate campaign reach.

Spotify has not said whether the new metric will influence discovery algorithms or chart rankings.

The addition of Plays continues a broader trend across platforms to increase transparency around content performance. Other major podcast distributors, such as Apple Podcasts and Amazon Music, have yet to introduce similar short-duration playback metrics.

Spotify has not announced further changes to its podcast measurement tools, but the platform has indicated it will continue developing features to support creators.

Featured image courtesy: Spotify

Snapchat rolls out new redesign amid user decline

By
Gen Salinas
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Snapchat rolls out new redesign amid user decline

Snapchat is testing a refined five‑tab layout after backing away from last year’s simpler three‑tab plan, a pivot that follows a dip in North American daily users.

In Snap’s Q1 2025 earnings, the company said it lost 1 million users in the region. While overall global daily users rose to 422 million, North America remains Snap’s highest-value market, with revenue per user at $6.83. By contrast, users in other regions generate less than $1 on average.

What the redesign looks like

Essentially, Snap has ditched its plan to slim Snapchat down to three tabs. Instead, it’s testing a cleaned‑up five‑tab layout that keeps the Map, Stories, Camera, Chat and Spotlight buttons.

Snap says its most active users like five tabs because tile‑based discovery and the Map are easier to reach. The new layout also pulls more Stories into the chat screen and puts Spotlight right next to the camera button for quick access.

Putting Stories and Spotlight front and center could give creators more views and steadier retention. But Snap still trails TikTok and YouTube in pay and reach, and it hasn’t said when everyone will see the redesign.

The company plans more tweaks to Stories and Spotlight in the months ahead as it works to keep both users and creators from drifting away.

Even with the dip in North America, revenue grew 14 percent year over year to $1.36 billion, thanks to stronger ad sales and its Snapchat Plus plan. Global daily users climbed to 460 million.

TikTok Live is catching up to Twitch

By
Gen Salinas
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TikTok Live is catching up to Twitch

Twitch is still the top platform for livestreaming, however TikTok is gaining fast. According to new data from Streams Charts, TikTok Live saw a 23 percent increase in total hours watched last quarter which brings it within 15 percent of Twitch’s total viewing time.

As of Q1 2025, TikTok racked up over 1.4 billion hours watched. Twitch brought in around 1.6 billion. That gap used to be much wider.

Creators are spending more time on TikTok Live

Although Twitch is still ahead in total stream hours, TikTok saw a bigger increase in how many hours creators streamed on the platform. Streamers on TikTok logged over 38 million hours in Q1, up 4 percent from the previous quarter.

Twitch creators streamed more, over 84 million hours, but that number only grew by 1 percent.

More creators are streaming across platforms

The data also shows TikTok streamers are showing up on other platforms more often. Around 75 percent of the top TikTok Live creators also streamed on YouTube, Twitch or Facebook. That’s up from 58 percent last quarter.

Multistreaming is becoming more common, and TikTok is playing a bigger part in those strategies. For creators focused on discoverability, TikTok’s algorithm still offers more potential for organic growth than Twitch. Going live on TikTok, even if it’s not your main platform, can help pull new viewers into your community.

Twitch is still king for longform content

Even though TikTok Live is growing, Twitch still owns longform streaming. Twitch streams averaged 112 minutes, while TikTok Live sessions averaged just 27 minutes.

If you’re focused on deep engagement, longer gaming sessions or community chats, Twitch still makes sense. TikTok’s shorter average stream time also reflects its mobile-first design and fast-scroll culture. Viewers come and go quickly. It’s more about bursts of attention than sustained connection.

TikTok Live is growing fast; creators who start using it now can build visibility while the competition is still catching up.

Trump says he may extend TikTok ban deadline if no deal is reached

By
Gen Salinas
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Trump says he may extend TikTok ban deadline if no deal is reached featured image

U.S. President Donald Trump said he would extend the deadline for ByteDance to divest TikTok’s U.S. assets if a deal is still not in place by June 19th. This would mark the third reprieve since a congressionally mandated ban was originally set to take effect in January.

In an interview with NBC News that aired May 5, Trump said, “I would … I’d like to see it done,” referring to the ongoing divestment talks. The interview was taped Friday at his Mar-a-Lago estate in Palm Beach, Florida.

Trump has already delayed enforcement of the ban twice since returning to office in January. The current law requires TikTok to stop operating in the U.S. unless ByteDance completes a sale of the app’s U.S. operations to American investors. That sale remains in limbo.

Deal talks on hold amid U.S.-China tensions

A deal to spin off TikTok’s U.S. operations into a new, U.S.-controlled company was reportedly moving forward earlier this year. However, it was put on hold after China pushed back against the proposal, especially after Trump announced steep new tariffs on Chinese goods.

Trump confirmed in the interview that he would not remove those tariffs just to secure a deal. He said China still wants to move forward but acknowledged that the tariffs are weighing on the talks. “At some point, I’m going to lower them,” Trump said, “because otherwise, you could never do business with them. And they want to do business very much.”

Some U.S. lawmakers, particularly Senate Democrats, argue that Trump does not have the legal authority to keep extending the deadline. They have also raised concerns that the proposed deal may not meet the law’s requirements for full divestiture and U.S. control.

What comes next

Trump’s comments suggest that a third extension is likely if no resolution is reached by mid-June. But it’s unclear how long that delay would last or what conditions would trigger enforcement of the law.

ByteDance has not confirmed whether it is actively pursuing a new deal, and any agreement would likely depend on broader U.S.-China negotiations. Until then, TikTok’s status in the U.S. remains uncertain, and creators should be cautious about overreliance on the platform.

YouTube is testing blurred thumbnails for mature content

By
Gen Salinas
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YouTube blurred thumbnail
Image courtesy: YouTube

YouTube is quietly testing a feature that could impact how creators design their thumbnails, especially those that lean into sexually suggestive content.

The company confirmed that it’s running a small experiment where it automatically blurs thumbnails that may contain “mature or sexual content.” The test is limited to a small group of viewers and videos. However, it signals a shift in how YouTube continues to enforce its guidelines beyond demonetization.

The power of thumbnail designs

Thumbnail design is one of the few areas where creators can control how their content appears in feeds and search results. For years, some creators have used provocative thumbnails to grab attention and drive clicks, even when the video itself is more tame. It’s been a tactic across genres, from pranks to reaction videos.

Now, YouTube seems to be drawing a harder line. While the platform already restricts monetization and reach for videos flagged as adult or suggestive, this test shows they’re looking at visibility too.

What YouTube is actually doing

The blurred thumbnails do not affect video availability. The content stays up, and there’s no strike against the channel. However, the platform is testing whether obscuring thumbnails reduces the number of people who click on the video.

A spokesperson said that the test is designed to “limit sexually suggestive thumbnails that don’t break our policies but may not be appropriate for all audiences.” It’s not clear what visual elements are being flagged or how the system determines what’s considered mature.

What creators should do now

If you are using thumbnails with sexual imagery, now’s the time to reconsider. Even if your content has not been flagged or restricted, YouTube’s algorithm may still suppress your video if the thumbnail is blurred.

You do not need to guess what’s acceptable. YouTube already has community guidelines that cover this topic. And they have flagged “sexually provocative content used for shock value” as a risk in both thumbnails and titles.

A good rule of thumb: if your thumbnail would raise a red flag on a public billboard, YouTube’s machine learning might treat it the same way.

Instead of leaning into suggestive visuals, focus on high-contrast designs, strong expressions and context-driven imagery. These tend to perform well without crossing into content that risks suppression.

Image courtesy: YouTube

Meta updates content moderation to target spam in posts and comments

By
Gen Salinas
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A graphic from Meta
Image courtesy: Meta

Meta announced a new content moderation update on Facebook that aims to crack down on spam in comments. The change targets what Meta calls “irrelevant or excessive” comments, which is a growing problem many creators and brands have dealt with firsthand.

How the tool works

According to Meta, they’re rolling out new machine learning models that can better detect spam in multiple languages. They’re also expanding comment moderation features for Page admins. Users can now automatically hide comments that contain links or specific keywords.

For creators, this means you’ll have better tools to protect your audience and keep conversations real. If your Page pulls in a lot of spam comments, these changes could save you hours of manual moderation.

Meta says these new systems are already catching more spam before it even shows up publicly. They claim the tech now identifies “subtle” forms of spam that older systems missed. For example, scammers who slightly misspell words or use special characters to sneak past filters.

This isn’t Meta’s first try at fighting spam. However, by focusing on multilingual detection and improving admin controls, they’re giving creators more direct power to manage their spaces.

How creators can utilize the tool

You can customize the moderation settings to fit your community. Want to allow links from trusted users but block random ones? You can set those rules yourself now.

If you’re serious about building an audience on Facebook, it’s worth taking a few minutes to update your Page’s moderation settings. Meta’s new options let you be proactive instead of reactive.

Meta’s latest moderation change is a clear push to make Facebook a better place for real conversations. If you have built your audience through honest interactions and meaningful content, you are in a strong position.

YouTube’s Q1 2025 ad revenue hits $8.1 billion

By
Gen Salinas
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YouTube logo on smartphone

YouTube just closed out Q1 2025 with $8.1 billion in ad revenue, up 21% year over year. This marks its best growth rate since early 2022. This signals that advertisers are spending again and YouTube’s monetization tools are working.

During Alphabet’s earnings call, Sundar Pichai emphasized YouTube’s momentum across ads, Shorts and subscriptions.

Advertisers are spending more

Pichai called out Shorts as a “big driver of growth.” He said YouTube Shorts now sees over 70 billion daily views. That’s a sharp increase from the 50 billion daily views reported last year. Creators posting short-form content consistently now have access to a growing pool of engaged viewers and ad dollars.

Neal Mohan also pointed out that AI tools are helping advertisers run more effective campaigns on Shorts. These tools match brands with relevant content more efficiently, resulting in more ad revenue flowing to creators who make content that holds viewers’ attention in under 60 seconds.

YouTube Premium and Music keep gaining subscribers

Alphabet reported that YouTube’s subscription services, including YouTube Premium and YouTube Music, have topped 100 million subscribers. Mohan said this creates new monetization streams for creators, especially musicians and podcasters.

As Premium memberships grow, more of the views will come from ad-free users. Creators still earn from those views through YouTube’s revenue share model.

YouTube is still betting on connected TV

YouTube’s dominance on TV screens isn’t slowing down. Pichai said the platform remains the most-watched streaming service on U.S. connected TVs. That’s based on Nielsen data, which measures time spent watching.

This shift matters because ad rates on TV screens tend to be higher than mobile. If the content performs well on television, especially in longer videos, with high-quality production or educational content, creators may then see higher CPMs and better retention.

All factors taken into consideration, creators will have more opportunities to grow their revenue.

SAG-AFTRA expands creator influence with new committee led by Patrick Janelle

By
Gen Salinas
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SAG-AFTRA building
Image courtesy: SAG-AFTRA

Screen Actors Guild–American Federation of Television and Radio Artists (SAG-AFTRA) is doubling down on support for content creators with the launch of its Creator & Influencer Committee, which aims to strengthen protections and resources for creators working in digital media. Patrick Janelle, a longtime lifestyle influencer and creative entrepreneur, has been named the inaugural chair.

What the committee will do

The new committee is focused on advocacy, education and policy shaping. While SAG-AFTRA has offered a membership path for influencers since 2021, many creators still don’t know what benefits the union provides or how to access them.

One of the committee’s goals is to build broader awareness of SAG-AFTRA’s influencer agreement. It also aims to provide clearer resources to help creators understand what union membership entails. Just as importantly, the committee plans to address the unique needs of creators who operate at the intersection of entrepreneurship and performance.

Janelle has firsthand experience with these challenges. He built his brand through Instagram, co-founded creative agency Untitled Secret, and has worked with companies like Lincoln Center and Soho House. His career reflects the mix of artistry and business that defines most full-time creators today.

The inclusion of creator community

This committee comes at a time when creators are asking for more transparency, legal protection and representation. Many still face murky contract terms, inconsistent pay structures and brand relationships that favor companies.

SAG-AFTRA’s inclusion of creators in its structure is both strategic and necessary. It positions the union as a player in shaping the future of online content work, not just film and television.

It also acknowledges that the creator economy is no longer a niche. With brand deals and creator-led media now worth billions, the industry’s labor protections need to catch up.

If you’re a full-time or aspiring creator, this committee could affect how you approach contracts, content licensing, and long-term career planning. Union membership through SAG-AFTRA’s influencer agreement may offer access to health insurance, residuals and other benefits that are still rare in the creator space

Adobe’s reveals Content Credentials web app

By
Gen Salinas
-
Adobe Content Credentials
Image courtesy: Adobe

Adobe just launched a free beta version of its Content Credentials web app, the company’s big step toward fighting misinformation and proving originality. For creators, it adds a practical way to show that work is authentic, not AI-generated or copied.

What the tool does

Content Credentials is Adobe’s open standard for digital content authenticity. The new web app lets you upload images, add metadata like your name and location, then export those files with a secure provenance record attached.

This means creators can prove that their content has not been manipulated by AI. This tool can also protect their work from being misused or misattributed.

It is free to use, even if the user do not have a Creative Cloud subscription, an Adobe account is all that is needed.

How to use the tool

Right now, the web app lets users upload an image, attach metadata like the name, date, location and the tools used, then export the image with Content Credentials included. Creators can view that information using Adobe’s verification tool at verify.contentcredentials.org.

The app currently supports .jpg and .png files. For now, it is limited to still images. However, Adobe says video and audio support is on the roadmap.

The system is based on the open C2PA standard, which is backed by a coalition of companies including Microsoft, Nikon and Canon. The support from other companies mean that the more tools that adopt the standard, the more reliable and visible it becomes across the internet.

Maximizing the tool

Creators can use Content Credentials to sign their digital artwork and show when it was created. They can also share behind-the-scenes edits to show their creative process. If AI tools were used ethically, creators could clearly mark work as AI-generated.

This huge update is not just useful for pro creatives, it can help anyone who wants to show they made something, from freelancers to casual creators to journalists.

Meta launches Edits app

By
Gen Salinas
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Meta Edits
Image courtesy: Meta

Meta launched a new standalone app called Edits that brings TikTok-style editing tools to Instagram Reels. The new tool aims to make short-form video creation easier, faster and more intuitive, especially for creators who are used to TikTok’s timeline-based editing features.

How the Edits app works

The Edits app allows creators to modify clips using a visual timeline, similar to TikTok’s in-app editor CapCut. It also includes simplified access to common tools like trimming, cropping, adding text, inserting stickers and syncing clips to music.

Meta’s goal is to make video creation on Instagram more accessible. Executives have acknowledged that the current Reels editor hasn’t met user expectations, especially for creators who post regularly across multiple platforms.

The new app is designed to streamline the editing process within the Instagram ecosystem, reducing the need for third-party tools or time-consuming workarounds.

More features of the app

For creators already working in short-form video, Edits could help make day-to-day content production more efficient.

By allowing for frame-specific control, the app gives users a level of precision that wasn’t possible in previous versions of the Reels editor. It also reduces the friction that often comes with switching between platforms to edit and upload content.

Since many creators develop content for multiple platforms at once, a smoother editing experience on Instagram could make it easier to keep everything in sync without sacrificing quality.

An app that could Rival TikTok

TikTok has long been ahead when it comes to editing tools and creator support. Edits appears to be Meta’s effort to close that gap and offer more competitive features within the Reels ecosystem.

Whether or not the app becomes widely adopted will likely depend on how well it integrates with Instagram’s core platform and how creators respond to its design.

Featured image courtesy: Edits

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