Glow, the podcast monetization platform podcast hosting company Libsyn bought in April 2021, is benefiting from a growing consumer interest in podcasts and a willingness to directly subscribe to shows. Libsyn says revenue at Glow has grown 167% since the company was acquired 15 months ago.

Glow allows podcasters, including those who are not using Libsyn’s hosting platform, to tap into a variety of monetization options. They include creating ad-free, private feed podcast paywalls and subscription billing. Podcasters also have the option to accept monetary support from listeners, using the same secure and seamless Glow payment system.

“Glow’s growth trajectory demonstrates a strong desire from podcasters to monetize their content on their own terms and an increased willingness from audiences to pay for premium content from their favorite creators,” said Yvette Menase, Libsyn’s Senior Product Manager. Libsyn has positioned Glow as a companion to its ad sales-focused AdvertiseCast, which it also bought last year. “Whether opting for a subscription model, an advertising-driven model, or a combination of both, Libsyn offers a robust, open platform for podcasters to grow their content business and community of listeners,” Menase said in the announcement.

The NoSleep Podcast has been offering a membership program since 2013. Host and producer David Cummings says the early days were a “struggle” with the available tech options not a perfect fit for what podcasters offer. He says when they moved what they call their “Season Pass” to Glow the process became a lot easier for both the show and its subscriber. “The feedback from our listeners has been overwhelmingly positive,” he said.

Laura Joyce Davis, host and writer of the Shelter in Place podcast, said it has also allowed her indie show to expand its content. “They not only helped us get set up with donation support for our podcast, but also aided in the creation of a special private podcast feed for our Labs Narrative Podcasting course,” she said.

As podcasters debate whether to create subscription options, a UTA study offers some evidence for why it might be worthwhile. It found 40% of U.S. consumers ages 13-54 directly pay creators for interactions and nearly half (49%) of those who’ve paid for creator economy services are spending at least $25 a month to do so.