Luke and Pete's video-first strategy delivered:
A 150% increase in consumption hours since adding video in 2024.
Twice their monthly revenue from January to April 2025 after joining the Spotify Partner Program.
Ingredients:
- A format built on unfiltered friendship and comedic chemistry
- Video episodes already filmed and ready to upload to Spotify
- A loyal audience of “Sheetsters” that wanted the option to watch as well as listen
- Commitment to showing up weekly, no matter what
- Spotify Partner Program enrollment
Hear from Luke and Pete:
How they did it:
Step 1: Started from the ground up. Before there was a studio or a Partner Program, there was just Luke, Pete, and a DIY setup. They invested £8,000 of their own money into building a home studio and taught themselves how to record, edit, and produce every episode. That hands-on dedication became the foundation for everything that followed.
Step 2: Let the visuals do the talking. The duo’s brand of comedy thrives on tangents, gestures, and act-outs — the kind of moments that only really land when you can see them. The way Pete sees it, “if I said to you, I got you comedy tickets, you're going to go and watch a show. Or you can listen to some comedy on your drive home. What would you prefer? You obviously prefer to see the comedy rather than just listen to it.” Luke agrees, noting that fans often listen first and then circle back to watch, just to catch the expressions and body language. With Spotify’s seamless transition between listening and watching, their audience gets the best of both worlds.
Step 3: Went all-in on their back catalog. Luke and Pete had been filming episodes long before Spotify entered the picture. The challenge was making sure their entire back catalog was uploaded so that new and old fans alike could watch on Spotify. That job fell mostly to Pete, who spent weeks painstakingly bringing the archive over, sometimes from his local leisure center, where the Wi-Fi was stronger (a special shoutout to Bromley).
Step 4: Built a feedback loop with fans. Spotify’s comment features gave Luke and Pete an entirely new way to do what they love most: argue. “I really enjoy the community,” Luke says. “They’re interactive, they give opinions, and I don’t mind an argument or a debate.” That two-way energy — fueled by their devoted Sheetsters community — has made the show feel even more like hanging out with friends, both online and at their live shows, where they’ve noticed a growing crowd of like-minded Spotify listeners.
Step 5: Stayed consistent, no matter what. If there’s one thing Luke and Pete credit for their momentum, it’s consistency. “There’s a fine line between an audience being dedicated to you and an audience tuning out because you’ve missed a couple of weeks,” says Pete. “So if you’re going to do that, you have to upload every week.”
Meet the creators
Luke Craig and Peter Rethinasamy’s success feels both inevitable and surprising. Their unpredictable energy and willingness to go on endless tangents make for the sort of authenticity that audiences can’t help but lean into.
Together, they host "Luke and Pete Talking Sheet," a show that does exactly what it promises: two friends having the kind of unfiltered conversations that most people only dare to have in private. Their chemistry is the kind you can't manufacture, built on years of friendship, genuine disagreements, and the shared understanding that anything is fair game for comedy.
By early 2025, they were already seeing steady growth, a testament to their self-taught production skills and relentless commitment to their audience. Joining the Spotify Partner Program was the match that lit something already primed to catch fire.
We sat down with Luke and Pete to hear more about their journey with video and monetization on Spotify. Here's what we learned.
The path from leisure center Wi-Fi to a London Bridge studio
When Luke and Pete decided to bring their video library to Spotify, the content itself was already there, as they’d been filming episodes for a while. By January, their full back catalog was live on Spotify, and the impact was near-immediate: a 150% jump in monthly consumption hours. After joining the Spotify Partner Program in January 2025, that rise in consumption translated into a payoff. The show's monthly revenue doubled between January and April based on Spotify internal data.
“Before, I didn't really pay attention to the Spotify money. We just put it in a bank account,” Luke admitted. “But now we look every month, we can't wait for it. The 17th can't come soon enough!” Pete laughs, agrees, and chimes in about the reason for said excitement:
We've never made that money. We've never had that sort of money from a podcast. Spotify has changed the game. It's going into competition in places where other video apps are lacking; it's raising the bar.
That new income allowed them to scale up and, according to Pete, “reinvest back into the podcast.” They’re now able to move into a new studio in London Bridge and raise production quality quite a few notches. (They might even have better Wi-Fi than the local leisure center.)
Comedy that works better when you can see it
Luke and Pete never set out to create a polished or carefully scripted show. What makes “Luke and Pete Talking Sheet” click is the same thing that makes their live stand-up work: presence. The looks, the act-outs, the eye-rolls. All of these elements have a very important thing in common — they don’t really land if you can only hear them.
Pete’s analogy is actually a good way to understand the difference video makes for a comedy podcast:
If I said to you, I got you comedy tickets, you're going to go and watch a show. Or you can listen to some comedy on your drive home. What would you prefer? You obviously prefer to see the comedy rather than just listen to it.
Luke agrees, adding that “you get to see the facial expressions and you get to see the act outs because Pete and I are very expressive. So you get to see who we are, not just listen. A lot of people say they listen, and then they go back and watch to see what we're talking about, so I do think it's a better user experience on Spotify.”
The great thing about Spotify is that it seamlessly supports this switch between watching and listening. Users are in full control of their experience. "When you’re on other video apps and you go do something else on your phone, it completely disappears," Pete explains. “But when you get on Spotify, it stays in the little corner there, so you keep doing what you're doing."
Luke and Pete mentioned that their fans love the Spotify experience so much that their Patreon members even “ask us to upload our Patreon-only videos onto Spotify, so they can then consume that content within Spotify rather than Patreon.”
A community that argues back and sticks around
Spotify equips creators with exciting ways to interact with fans. The comments feature, in particular, gives Luke and Pete another vehicle to do what they do best: argue.
“I really enjoy the community,” Luke says. “They’re interactive, they give opinions, and I don’t mind an argument or a debate.” Pete grins widely as he explains that “Luke loves an argument. He’ll even take feedback and say, ‘Maybe we’ll look at that and change something.’ I’m more like, let them have their opinion and move on.”
The back-and-forth adds an extra layer of engagement, one that makes the show feel even more like hanging out with friends. As Luke notes, just like with any relationship worth having, “I'd rather someone give negative feedback than just completely tune out. I'd rather hear what they think.”
The duo also noticed that the Spotify audience, according to Pete, “grows in relation to other video apps,” as their growth metrics in other platforms have actually gone up as well—meaning the audience increase is incremental. In order to keep the Spotify community growing, “we've started, on all socials, letting people know you can check out video on Spotify now.”
At live shows, they’ve seen the results in person.
We've done two live shows, and a lot of fans in that room were from Spotify, and every person in that room was a like-minded person. We could have hung out with those people. So it's bringing together like-minded people.
Build something that pays you back
For Luke and Pete, success on Spotify has come from showing up consistently: for each other, for their audience, and for the work.
“Once you do start, don’t stop,” Luke concludes. “Consistency is a huge factor. People put you into their routines, and if you take breaks, you kind of lose your audience.”
It’s advice they’ve taken to heart themselves. What started with two comedians talking sheet is now a growing business with a London studio, a dedicated fan base, and more momentum than ever. While your results might not look exactly the same, it’s worth making the journey yourself.
Take the leap. Get started with video on Spotify.