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- How Creators Will Make Money in 2025—and Why Podcasts Are Blowing Up...Again
How Creators Will Make Money in 2025—and Why Podcasts Are Blowing Up...Again
Shira Lazar
November 17, 2024
Earlier this week, I came across a post by Phil Ranta about Spotify’s new Video Partner Program, and it got me thinking: with so many platforms vying for creators’ content, what’s actually worth the investment?
Let’s face it: the easiest way to attract creators is no mystery—make it easy to monetize and get discovered. Yet, for every platform claiming to be the next big thing with great revenue splits, the reality is simple: no audience, no money. Even with an audience, if brands aren’t spending there, it’s tough for creators to justify prioritizing the platform.
Right now, YouTube remains the gold standard for revenue sharing, with Snap trailing behind. However, Snap has shifted focus from shows and series to Snap Stories. The consensus? CPMs are low, and the biggest winners are creators who broke out early, like David Dobrik, or those posting clickbaity or risqué content.
The future of the creator economy report
Meanwhile, Instagram and TikTok dominate because that’s where brands are investing. These platforms are essential for creators building their presence and securing deals.
Then there’s tipping via live streaming platforms like Twitch, YouTube, and TikTok, which also seem to be great monetization options for many creators.
Off-platform monetization is also expanding, with platforms like Beehiiv, Substack, and Patreon creating new opportunities. Beehiiv recently announced investments in independent newsrooms, while other paid subscription platforms like Fanfix and Fireside (where I’m an advisor) are helping creators build sustainable incomes.
Social commerce is another booming area. Platforms like LTK, which connects brands, creators, and shoppers, have enabled some creators to earn six figures monthly. And let’s not forget the AI companies licensing creator content to power their systems—proof that the pie is growing, and everyone wants a slice.
Podcasts: A Cultural and Business Powerhouse
Podcasts have solidified their role as both a cultural force and a moneymaker. Creators monetize through ads, subscriptions, and product placements, with video podcasts adding a new dimension of engagement.
In 2024, podcasts played a significant role in shaping political discourse. Trump leveraged them to connect directly with voters, with his appearances on major shows reportedly giving him an edge. In contrast, Kamala Harris’s limited podcast presence was seen as a missed opportunity.
For creators, podcasts excel at building trust and fostering loyalty, which advertisers view as a goldmine. However, with the increasing number of podcasts, standing out and monetizing effectively has become more challenging. The addition of video, though, has significantly amplified their potential.
What’s Next for 2025?
Every platform is upping its game. Spotify is launching its Video Partner Program in January, Meta is revamping monetization tools in early 2025, and TikTok is even connecting creators with manufacturers to develop and sell their own products through TikTok Shop. These moves signal a deeper focus on empowering creators to build sustainable revenue streams.
As the economy recovers, we’re likely to see more long-term partnerships between brands and creators—multi-project or year-long collaborations that integrate creators not just into marketing campaigns but also as brand consultants.
The Battle for Long-Form Video
Spotify’s push into long-form video podcasts is a clear attempt to rival YouTube. By offering both audio and video on a single platform, Spotify aims to prevent users from leaving to continue their engagement elsewhere. But competing with YouTube is no small feat.
YouTube’s creator-friendly ecosystem—offering channel managers, events, and strong revenue splits—has made it the go-to for monetization. For Spotify to attract creators, it must ensure consistency of revenue, comparable (or better) payouts than YouTube, and robust viewership and community-building tools. A direct sales pipeline for brands would also be a smart addition to drive creator adoption.
If Spotify can deliver on these fronts, it has the potential to carve out a distinct space where musicians, creators, and the next generation of content-driven media brands can truly thrive.
My Hot Take🔥: The creator economy is booming, and 2025 promises even more opportunities for those who can adapt and innovate. Whether through short or long form videos, podcasts, TikTok Shop, or brand partnerships, creators have more ways than ever to turn their passions into profit. Platforms that prioritize monetization, discovery, and community will be the ones that win creators' loyalty—and their content.
P.S. Seems like a lot of people had a lot to say about my Jake Paul vs Mike Tyson post:
Other headlines to check out:
AI
Creator Economy
Drew Afualo Says She is Grateful to Establish Deep Friendships with Chappell Roan and Other Guests from ‘The Comment Section’ - Whatstrending
What is Bluesky, the fast-growing social platform welcoming fleeing X users? - ABC news
Netflix’s Tyson-Paul Boxing Bout Gets 65 Million Viewers at Peak - Bloomberg
20+ Predicitions on the state of social media and the creator economy - Linkedin
Web3
Bullish on… Loftie
This isn’t a sponsored post. I’m genuinely loving this brand.
Loftie is a wellness company dedicated to helping individuals rest, relax, and recharge by creating stylish, innovative products that encourage a healthier relationship with technology. Founded in 2018 by Matthew Hassett, Loftie aims to reduce smartphone dependency, particularly in the bedroom, to improve sleep quality and overall well-being. Their flagship product, the Loftie Clock, is designed to replace traditional phone alarms, offering features like a two-phase alarm, soothing sleep sounds, and guided meditations to promote better sleep habits.
Gentle Reminder 🤲
I invite each of us right now: if you hear or see someone’s pain, sadness, or fear, take a moment to be open and curious.
Ask them why they might feel that way, and what you can do to support them.
Trust their experience.
Small, one-on-one actions like these can truly change what’s possible for our society right now.
Remember, I'm Bullish on you!
With gratitude,
