Spotify announced on Wednesday that it will start paying podcast hosts who make popular videos on its streaming platform.

Starting in January in the U.S. and other markets, Spotify Premium users will be able to see ad-free videos, and video creators can earn money off those videos.

Spotify has announced a major push into video podcasting by introducing new ways for creators to monetize their content, directly challenging YouTube's dominance in this space.  Through its new Partner Program,