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Creator Economy: No, It’s Not Too Late to Start a Podcast

Creator Economy
Spotify says podcasting still isn't saturated, despite a boom in shows and listening. Plus, more M&A deals. ͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­͏ ‌     ­
Jun 10, 2025

Creator Economy

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Hello!

Podcasting is booming, driven by the rise of video shows and podcasters' sway during last year's presidential election. That's got me thinking about whether podcasting has become too saturated. It's a question I posed to our podcasting panel at The Information's Future of Influence event last week in Los Angeles. 

Spotify doesn't think so. The company saw a "massive, massive reacceleration" in podcasts last year, while this year is "growing faster than a lot of the years before," according to Roman Wasenmüller, Spotify's head of podcast business. That explains why Spotify has been ratcheting up efforts to compete with YouTube in video podcasting, including offering new ways for podcasters to earn revenue. 

Wasenmüller says there is still room to grow, and he pointed to a stat that in the U.S., 55% of Americans age 12 and older have listened to a podcast in the last month, according to Edison Research. That means another 45% haven't!

Victoria Garrick Browne, who started her podcast "Real Pod" five years ago, also doesn't think it's too late. But as podcasting has become more competitive, Browne suggests starting with one season of a show, such as releasing eight episodes and then reassessing the audiences' reaction and whether as a host you enjoyed doing it. 

"Then that way if it doesn't go well, you can say it was just a passion project that one time," she said.

To be able to grow, Browne believes hosts need to release an episode a week. "That's a lot, especially with video and the editing and the promoting and the booking guests," she said. 

Here's what else is going on…

See The Information's Creator Economy Database for an exclusive list of private companies and their investors.

Instagram launched a new feature called Recap, which offers a weekly summary and more in-depth monthly data, such as the total number of views and growth in followers during the month. It also launched a feature called Celebrations that allows creators to share when they reach milestones, such as hitting a certain number of followers. 

Edits, the photo and video editing app from Meta Platforms, added new features including a teleprompter tool, which allows creators to read a script while filming. 

Apple announced new features for creators at its developer conference including a voice isolation tool to keep voices "clear and crisp" in videos and record "studio-quality" vocals with AirPods. For podcasters, it also launched a new feature to record video interviews on conferencing apps like Zoom and Microsoft Teams at a higher quality.

Nectar Social, an AI social commerce platform, raised $10.6 million co-led by True Ventures and Google Ventures

Captions, an AI video and editing app, launched Mirage Studio, which uses its omni-modal foundation model to allow marketers and other users to create videos with virtual actors that "look and feel alive" by uploading audio and describing a scene or adding a reference image. 

Patreon opened a new office in Dublin, which will serve as its European headquarters. To start, the creator membership site plans to create 30 new roles over the next two years including in product, engineering and general administrative teams.

V10 Entertainment, a private equity-backed media company that owns Venture 10 Studio Group and Vin Di Bona Productions, acquired Towerhouse, a startup founded in 2021 by former YouTube and WarnerMedia executive Parker Jones. Towerhouse develops and monetizes YouTube channels focused on sports, fitness, anime and other niches. V10 owns the distribution rights for ABC's "America's Funniest Home Videos."

Mighty Networks, a startup offering community tools for creators and brands, announced it acquired Boomtown Growth, a marketing agency for creators and startups. As a result of the deal, Mighty has created a new growth team over the past six weeks, which includes former executives from creator startups Teachable and ThriveCart. 

President Trump is planning to sign another executive order to extend the deadline enforcing a law to ban or force a sale of TikTok in the U.S., according to The Wall Street Journal. This will be the third time the president has punted the deadline, the latest of which is next week on June 19.

Beth Van Duyne, a Republican Congresswoman from Texas, and Yvette Clarke, a Democratic Congresswoman from New York, last week launched the Congressional Creators Caucus, a bipartisan effort to support the creator economy. Creators, including YouTubers Matthew Patrick, better known as MatPat, and Stephanie Patrick, are also participating.

The new caucus is also working with Patreon and YouTube on the effort. In a blog post, Patreon said it aims to "help policymakers understand just how big—and how vital—the creator economy is." 

Mark Read is stepping down as CEO of WPP, the world's largest advertising holding company, by the end of the year. In recent years, WPP has acquired three influencer marketing firms including Obviously, Goat and Village Marketing.  

Beau Avril joined YouTuber MrBeast's company as senior vice president and global head of media and brand partnerships. Most recently, he was TikTok's director of global product solutions and global agency and accounts. He's the latest in a string of TikTok senior leaders to leave the company this year. 

Dylan Harari is now co-CEO of creator membership site Fanfix alongside Simon Pompan. The previous co-CEO Harry Gestetner is leaving the company. Harari was previously global head of creators at SuperOrdinary, which owns Fanfix, according to his LinkedIn account. 

Khaby Lame, the most followed creator on TikTok, was detained by U.S. Immigration and Customs Enforcement, USA Today reported. Lame, who is an Italian citizen but was born in Senegal, entered the U.S. on April 30 and "overstayed the terms of his visa," according to ICE.

Alex Cooper on Sunday night attended the Tribeca Film Festival in New York for the premiere of her documentary "Call Her Alex," which became available on Hulu in the U.S. and Disney+ internationally on Tuesday. 

Instagram is touting success with its trial Reels feature, or videos that won't appear to a creator's followers, but to other users on the app. 

Some 40% of creators started posting Reels more often. Of those who did, 80% saw an increase in Reels reach from non-followers. The stats are based on Instagram's internal analysis of more than 400,000 creators actively producing Reels before and after trying the trial Reels feature. 

Instagram started testing the feature last year as a way for creators to test out content without having to worry about what their followers think. 

A correction to a stat from last week: Snapchat paid out more than half a billion dollars to creators and media partners in 2024, not this year. 

Thank you for reading the Creator Economy Newsletter! I'd love your feedback, ideas and tips: kaya@theinformation.com

If you think someone else might enjoy this newsletter, please pass it forward or they can sign up here: https://www.theinformation.com/newsletters/creator-economy

A message from Character.AI

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Character.AI is more than 1:1 text chat. We're a multi-modal entertainment experience where Creators can unleash their imagination. With new video, image, and animation features, Creators can amplify their storytelling and craft richer experiences to connect more deeply with their audiences. Watch new features in action.

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About Creator Economy

Kaya Yurieff brings you everything you need to know about the booming creator economy, from the platforms to the people to the deals.

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