Spotify is launching Memberships for podcasts in 34 markets, Italy included: starting today, creators can offer paid subscriptions directly on the platform, without listeners leaving the app.
The idea is simple. The most loyal fans of a show choose a paid plan and gain access to exclusive content. For creators, it is a source of recurring revenue that does not depend only on advertising or sponsors, a model already common on platforms like Patreon and Substack, now built into the listening experience.
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Creators decide what to include: exclusive audio or video episodes, bonus content, ad-free listening, early access to new episodes or the full archive of the show. Offers can be structured in multiple price tiers, each with different benefits. Subscribers can display a badge in episode comments, and creators can welcome new members with a video.
Creators keep 90% of revenue
The key economic detail is that creators keep 90% of the revenue generated through Memberships. That is a generous share compared with industry standards, and the move looks designed to attract high-quality creators at a time of intense competition with YouTube and other services.
Eligibility requirements are low: three published episodes, 100 listeners or viewers and 100 hours of listening on Spotify in the last month. Creators do not need to be established podcast stars to start earning this way.
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Tools to stay connected with the audience
Spotify also provides analytics to understand what drives subscriptions, the ability to offer free trials and targeted promotions. Subscriber data, including contacts of those who choose to share them, can be exported, so creators keep a direct relationship with their audience beyond the platform.
Memberships join the existing creator tools, such as advertising, sponsorships and the Spotify Partner Program. Direct creator subscriptions are not new, but integrating them into an app where listeners already spend time removes friction between wanting to support a show and actually doing it.
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