Spotify launches paid podcast memberships offering more than bonus episodes

Streaming platform Spotify on Tuesday, October 20, introduced paid memberships for podcast creators. The feature is meant as a new revenue stream from the most dedicated fans, and its perks go beyond paywalled bonus episodes. It is rolling out in 34 markets worldwide, including the United States.

Creators choose what to offer subscribers: bonus audio or video, fewer ads, early access to shows, or a mix of these. Benefits can be split across several tiers and price points to suit fans with different levels of commitment. Creators keep 90% of membership revenue.

Who can take part

To qualify, a show must be hosted on Spotify for Creators or Megaphone, and have at least 100 consumption hours, 100 listeners or viewers, and at least three published episodes.

Fans can subscribe on a show's Spotify page, where they pay and gain immediate access to the exclusive content. Spotify has said memberships will be purchased on the web rather than through in-app purchases.

Background

Spotify first previewed the idea in May at its Investor Day, where it also unveiled AI features that let listeners ask questions about what they are listening to or watching, along with new tools for managing creator sponsorships. The company said at the time that memberships would create a natural path for fans to go deeper and open new revenue opportunities for creators.

The launch is part of Spotify's push to make its platform more attractive to podcasters as it expands into video to compete with YouTube.

A handful of shows will offer memberships at launch, including The Adam Friedland Show, Making Sense with Sam Harris, Shawn Ryan Show, The Sculpt Society and Two Hot Takes, plus YMH Studios, which is bringing memberships to 12 shows in its network. Spotify says creators will soon be able to offer membership badges and welcome clips as well.

Memberships join other Spotify monetization tools, including advertising and the Spotify Partner Program, as well as growth features such as promotions, free trials and analytics.