"The Diary of a CEO" podcaster Steven Bartlett is the latest superstar creator looking to turn fans into paying members.

Bartlett's company, FlightStory, is seeking a "head of memberships" to build and operate a "world-class" product, according to a recent job posting.

The post says FlightStory wants to build a membership program that offers content, experiences, and benefits that promote retention, engagement, and lifetime value. The intention is for the program to become a "core, high-value" part of the company and extend beyond Bartlett to other creators within FlightStory's portfolio.

Bartlett, who has the No. 1 business podcast on Spotify in the US and 17 million YouTube subscribers, has been looking to apply his growth playbook to other creators he's brought into his orbit. FlightStory has five shows featuring creators in addition to "DOAC."

Oli Thomas, director of commercial growth at FlightStory, said in a statement that the company's audiences want to go beyond listening to its podcasts and connect with others who share their mindset and ambitions, as evidenced by attendance at its in-person events.

He listed among them "DOAC" screenings, which he said have attracted hundreds of listeners; "DOAC" dinners with founders and others; and Own the Room events featuring conversations with women's groups around Maggie Sellers Reum's "Hot Smart Rich," another FlightStory podcast. He said the company is also planning an event called a Coffee Rave for the audience of "Begin Again," a show hosted by Davina McCall about midlife.

"Each of these has underscored our belief in building communities and, in doing so, building direct, owned relationships with fans," he said.

Other big creators - from MrBeast to Caleb Hammer - have been looking for growth by getting their loyal fans to pay them directly. Many creators rely on YouTube and other social platforms for their revenue. Going direct can insulate them from reliance on often-variable ad revenue, fickle platform algorithms, and growing competition for viewer attention.

Around 70% of independent creators' revenue comes from ads and brand deals, but self-owned businesses, subscriptions, and affiliate links became a bigger part of their incomes from 2023 to 2025, according to a 2025 NeoReach survey of more than 3,000 creators.

Having a diversified business can also help creators raise capital from investors, who want to see signs that they have the potential to build a sustainable business.

Creators are looking to memberships for growth

Some creators are using platforms like Patreon and Beehiiv to diversify while others are looking to white-label apps.

Jeffrey Kohn, CEO of TopFan, a white-label platform for creators, said he's seen a rush of influencer interest in his company as algorithmic feeds have made viewership unreliable.

"It's just a numbers game," he said. "The chances of you being seen on Instagram is pretty slim."

MrBeast, YouTube's top creator, recently teased plans to launch what his company called the "largest membership service in the world." Beast Industries said it would include a philanthropic element, early access to content, exclusive content, and challenges for members to participate in.

Last month, YouTube network Theorist launched a paid membership program called TheoryVerse. Paying fans get access to ad-free episodes, exclusive shows, and community features via two tiers costing $6 and $12 a month.

One of the most successful examples of a creator getting into memberships is personal finance YouTuber Caleb Hammer. Hammer, who already has one of YouTube's largest paid membership programs, recently relaunched his $90-a-year budgeting app, Dollarwise, and introduced Hammer Elite, a $9.99 membership program where fans of his show, "Financial Audit," get benefits like ad-free access to the show and exclusive programming.

Allison Yazdian, CEO of Uscreen, which makes white-label apps for creators, imagined a membership program around Bartlett that could involve access to his back catalog, ad-free or exclusive content, and a community component.

"They have not only an incredible library of content but have built such a strong community," she said.

There's no guarantee of success, even for a top podcaster like Bartlett. People are being hit with a growing number of subscription paywalls. Creators still have to post on social media to keep their faces out there - and get new fans - and also ensure they fulfill the promise of their membership program.

"The biggest problem with membership sites and subscription sites is they overpromise and underdeliver," Kohn said.