What Spotify launched
Spotify on Tuesday introduced paid memberships for podcasts, giving creators a way to earn money from their most devoted listeners that goes beyond locking a few bonus episodes behind a paywall, according to TechCrunch. The feature is rolling out in 34 markets worldwide, the U.S. among them.
Creators decide what members receive. Options named in the report include bonus audio or video, a listening experience with fewer ads, and early access to new episodes. A podcaster can also combine several of these. Creators can build multiple tiers at different prices, so fans can choose a level of support that suits them.
On a participating show's Spotify page, fans will see the membership offer. They can subscribe, pay and get the exclusive material right away. Spotify told TechCrunch that purchases will happen on the web and not through in-app purchases.
Who can offer memberships and what they earn
Creators keep 90% of the money brought in by memberships, according to TechCrunch. Not every show will qualify at first. A podcast must be hosted on Spotify for Creators or Megaphone, and it needs at least 100 consumption hours, 100 listeners or viewers, and at least three published episodes.
Memberships sit alongside other ways Spotify helps creators earn and grow. These include advertising and the Spotify Partner Program, plus promotions, free trials and analytics. The company said creators will soon be able to give members badges and welcome clips as well.
Shows participating at launch
A small group of programs will offer memberships from the start. TechCrunch lists "The Adam Friedland Show," "Making Sense with Sam Harris," "Shawn Ryan Show," "The Sculpt Society" and "Two Hot Takes." YMH Studios is also participating and plans to bring memberships to 12 shows across its network.
The background
Spotify first previewed memberships at its Investor Day in May. At that event it also announced AI features that let listeners ask questions about what they are hearing or watching, along with new tools for managing creator sponsorships. Describing the concept then, the company said memberships would "create a natural path to go deeper, unlocking new and exclusive experiences for fans and new revenue opportunities for creators."
TechCrunch framed the launch as part of Spotify's broader push to make its service more appealing to podcast creators, especially as it expands into video and takes on YouTube. Podcasters have long been able to make money from advertising. The report suggested memberships could draw more fans into supporting shows directly by offering more than an occasional bonus episode.
Other technology outlets, including The Verge, 9to5Google and Thurrott.com, also covered the announcement, describing it as a way for listeners to pay for extra perks and support the shows they follow.
