Patreon at The Podcast Show: The Future of Fan-First Podcasting

At The Podcast Show London this week, Patreon’s Head of Business Development, Stephanie Smellie, joined a panel—Superserving Audiences with Direct-to-Fan Engagement—alongside leaders from Sony Music and Goalhanger, the UK’s largest independent podcast producer. The conversation zeroed in on themes we think and talk a lot about at Patreon: how podcasters are building deeper connections with fans, how that shift is redefining creative business models, and how casual listeners are becoming core fans.

That direct-to-fan mindset—as both a creative approach and business model—is the foundation of Patreon’s latest podcasting push. Through a new network initiative with Sony and Wondery, select shows are launching on Patreon, giving fans new ways to listen, engage, and connect with their favorite hosts and communities.

And the timing couldn’t be better. Podcasting is now Patreon’s highest-earning category. In 2024 alone, podcasters earned over $472 million from more than 6.7 million paid memberships. But this isn’t just about scale, it’s also about building staying power.

Membership Is Just One Piece of the Puzzle

While paid memberships are a core part of Patreon, our platform has expanded to support the full fan journey. Free memberships, one-time purchases, and community chats now offer creators more flexible ways to grow and connect. In fact, our State of Create report showed more than half of the $290 billion potential creator economy comes from direct-to-fan experiences like ticket sales, courses, livestreams, and memberships.

And free memberships are a crucial entry point. Every month, around 700,000 free fans convert to paid on Patreon, and creators are finding real value in offering media to fans at all levels.

That same flexibility applies to one-time purchases like digital downloads, which give fans a lower-commitment way to invest. Not every fan is ready to commit monthly, but many will happily spend $5 on a bonus episode or exclusive drop. It gives fans control over how they engage—and more ways for creators to grow. In fact, revenue from UK creators selling one-time purchases on Patreon quadrupled in the past year alone!

“I'm very excited about what we can do on Patreon... It unlocks a lot of cool features and functionalities that we haven’t had access to.” - Jack Davenport, Goalhanger

Creators Are Thinking Like Owners

A recurring theme: creators are no longer just making media, they’re running businesses. A podcaster might also be running a newsletter, hosting live events, producing both video and audio media, or selling merch. That means understanding what drives engagement, where revenue is coming from, and how to keep evolving.

On Patreon, podcasters are using insights to experiment: they’re testing formats, tracking what resonates, and mapping out the journey from free listener to paying supporter. They’re using chats and community feedback loops as real-time learnings, not just social noise.

“A lot of other platforms don't provide [data on your community], and that really is our superpower. It gives creators power to … know who is in their community and how to market to them. It's extremely important when you talk about differentiating between platforms.” - Stephanie Smellie, Patreon

It’s a more intentional, more sustainable way to grow—and it’s helping creators build careers they actually control.

Where Podcasting Goes From Here

Podcasting has gone from being a part of the media landscape to shaping it. From news coverage to entertainment, podcasts are now how millions of people stay informed, engaged, and inspired day-to-day.

Creators are reclaiming ownership, fans are demanding more, and business models are shifting to match. The intimacy of the format, combined with new tools for interaction and monetization, means it’s no longer just about the media—it’s about connection at scale. Direct-to-fan isn’t a trend; it’s the default.

“Creators are building with their audiences, not just for them.” - Stephanie Smellie

And in that shift, something bigger has happened: podcasting has grown up. It’s more human, more connected—and ultimately, more powerful.