Podcasts have exploded in popularity over the past decade, becoming a powerful medium for sharing stories, educating audiences, and building communities. But can you turn your passion for podcasting into a profitable venture? The answer is a resounding yes—if done strategically. Let’s start by looking at the potential earnings from podcasts and how much the average podcaster can realistically make.
Some of the Highest Earning Podcasts
It’s important to keep in mind that podcast earnings aren’t publicly available, and we often rely on estimates or what podcasters choose to share. Podcasts also have expenses, so the actual profit can vary greatly. For example, if Podcast A makes $10,000 per month with $2,000 in expenses, and Podcast B makes $12,000 per month with $8,000 in expenses, Podcast A is technically more profitable.
With that in mind, here are some data points about high-earning podcasts:
The Joe Rogan Experience: Makes approximately $800,000 per episode. With three episodes per week, the show earns $9.6 million per month. Additional YouTube revenue brings in $16,500 to $264,000 monthly.
Chapo Trap House: Generates $147,262 monthly from 32,874 patrons on Patreon.
Smart Passive Income: Pat Flynn’s podcasts earn over $100,000 per month in affiliate revenue.
Last Podcast On The Left: Earns $53,958 per month with 11,290 patrons.
Tiny Meat Gang: Generates $51,199 monthly from 10,638 patrons.
The H3 Podcast: Earns nearly $500,000 monthly through ads, YouTube, and Twitch revenue.
The Ringer: Brings in more than $15 million annually from podcast advertisements.
Some other successful podcasters made more than 5 million dollars worldwide in 2019.
How Much Money Do Average Podcasts Make?
When people ask, "How much do podcasts make?" they usually mean average earnings for smaller-scale podcasters. Let’s look at some practical numbers based on various audience sizes and revenue streams.
Revenue Assumptions
You run three ads per episode: one pre-roll, one mid-roll, and one post-roll ad.
2% of your audience supports you on Patreon, donating $5 per month.
1% of your audience makes affiliate purchases worth $15 in commission.
0.05% of your audience purchases a $99 online course.
You publish four episodes monthly.
Estimated Monthly Earnings:
1,000 Downloads per Episode: Sponsors may not yet be interested, but other streams can still generate $745:
$100 from Patreon
$150 from affiliate sales
$495 from course sales
5,000 Downloads per Episode: Sponsors begin to show interest, and total earnings can reach $4,925:
$1,200 from ads
$500 from Patreon
$750 from affiliate sales
$2,475 from course sales
10,000 Downloads per Episode: Significant sponsorship interest leads to total earnings of $13,450:
$6,000 from ads
$1,000 from Patreon
$1,500 from affiliate sales
$4,950 from course sales
These estimates highlight the potential for growth as your audience expands. While exact figures will vary depending on your niche and monetization strategy, these examples illustrate what’s achievable.
Here is how you can do it...
Sponsorships and Advertising
One of the most common ways podcasts make money is through sponsorships and advertisements. Companies pay podcasters to promote their products or services during episodes. For instance, the podcast "My Favorite Murder" generates significant revenue by partnering with brands like Squarespace and BetterHelp. Sponsors typically look for shows with a loyal and engaged audience. Rates can vary depending on your audience size, with mid-roll ads often fetching between $18 and $50 per thousand downloads (CPM), according to AdvertiseCast.
Types of Podcast Ads
Pre-roll ads: Short ads placed at the beginning of episodes, usually lasting 15-30 seconds.
Mid-roll ads: Longer ads integrated into the middle of the episode, often perceived as more effective due to listener engagement.
Post-roll ads: Ads at the end of an episode, useful for additional exposure but less impactful than pre-roll or mid-roll.
Tips for Attracting Sponsors
Building a consistent listenership and tracking your metrics with platforms like Buzzsprout or Podbean is essential. Create a professional media kit that highlights your audience demographics, download numbers, and engagement statistics. Focus on partnering with brands that align with your niche—for example, fitness products for health podcasts or tech tools for business-focused shows. To make your ads stand out, offer creative ad integrations such as host-read ads or storytelling-based promotions that engage your listeners more effectively.
Listener Donations and Crowdfunding
Subscription-based models are gaining traction, with platforms like Apple Podcasts Subscriptions and Spotify enabling creators to offer ad-free episodes, bonus content, or exclusive shows for a monthly fee. For example, "The Daily" by The New York Times offers exclusive episodes to subscribers.
What Works Well for Premium Content:
Behind-the-scenes content or in-depth interviews: Listeners love exclusive access to content that deepens their connection to the show.
Extended or unedited episodes: Superfans often crave additional insights or material beyond the standard format.
Special access to live recordings or private events: Offering a "VIP" experience can attract subscribers willing to pay a premium.
To increase your subscription success, you can bundle benefits. For instance, a health-focused podcast might offer subscribers access to a private fitness community, exclusive workout plans, or Q&A sessions with industry experts. Consistency in delivering premium content is crucial—listeners need to feel that the value justifies the cost.
Paid Subscriptions and Premium Content
Subscription-based models are gaining traction, with platforms like Apple Podcasts Subscriptions and Spotify enabling creators to offer ad-free episodes, bonus content, or exclusive shows for a monthly fee. For example, "The Daily" by The New York Times offers exclusive episodes to subscribers.
What Works Well for Premium Content:
Behind-the-scenes content or in-depth interviews.
Extended or unedited episodes for superfans.
Special access to live recordings or private events.
Merchandising
Podcasts with strong branding can generate revenue by selling merchandise. From t-shirts and mugs to posters and stickers, fans love to represent their favorite shows. For example, "The Joe Rogan Experience" has a successful merchandise line that includes apparel and accessories.
Steps to Get Started:
Affiliate Marketing
Affiliate marketing involves earning a commission by promoting products or services to your audience. As illustrated, U.S. affiliate marketing spending is projected to surpass $10 billion for the first time in 2024, demonstrating its growing potential. Podcasts like "Smart Passive Income," hosted by Pat Flynn, capitalize on this model by recommending trusted tools such as ConvertKit and Bluehost, earning a percentage of each sale through affiliate links or promo codes.
For a deeper dive into this strategy, explore Affiliate Marketing in Canada: Everything You Need to Know or Affiliate Marketing in Canada: A Beginner's Guide to Success.
Best Practices for Affiliate Marketing:
Recommend products you genuinely believe in to maintain credibility.
Choose affiliates relevant to your audience—for example, fitness gear for a health podcast or editing software for a creative podcast.
Track your performance using tools like Google Analytics or Bitly.
An example of successful affiliate marketing in action is the podcast "How I Built This," which partners with companies like Audible. By recommending audiobooks that resonate with its entrepreneurial audience, the show both adds value and earns commissions.
Live Events and Public Speaking
If your podcast develops a strong following, you can host live recordings, meet-and-greets, or workshops. Public speaking engagements related to your podcast’s niche can also become a lucrative revenue stream. The "Pod Save America" team, for example, hosts sold-out live shows across the U.S.
Ideas for Events:
Ticketed live episodes or panel discussions: These allow fans to engage with hosts in real-time while generating ticket revenue.
Collaborative events with other podcasters or influencers: This expands your reach and can attract new listeners.
Interactive Q&A sessions with fans: Encourage audience participation to create memorable experiences.
To make your events successful, ensure effective promotion through your podcast, social media, and email lists. Partnering with local venues or event sponsors can also reduce costs and increase exposure.
Licensing and Syndication
Successful podcasts with compelling stories or unique perspectives may attract opportunities for licensing. For example, "Homecoming," originally a podcast, was adapted into a critically acclaimed TV series by Amazon Prime. Syndication—selling your podcast content to other platforms—can also bring in income.
Examples of Licensing Success:
"Dirty John": Adapted into a popular television series by Bravo and Netflix.
"Dr. Death": Licensed for TV adaptation by Peacock.
How to Explore Licensing Opportunities:
Develop unique, high-quality content with storytelling appeal.
Network with media professionals and production companies.
Partner with agents or agencies experienced in media adaptation.
Syndication can also involve making your content available on platforms like YouTube or Spotify for additional reach and monetization. Collaborating with networks such as Wondery or iHeartMedia can help streamline this process.
Essential Tools and Resources for Podcasting Success
Creating a high-quality podcast requires the right tools and setup. Whether you're just starting or looking to enhance your production, these resources can make a significant difference:
Podcasting Like a Pro: The Best Tools to Start Your Podcast Today: This guide provides an in-depth look at microphones, editing software, and hosting platforms to kickstart your podcast.
Best Laptops for Video Editing and Blogging in 2025: Learn about powerful laptops that can handle both podcast editing and content creation seamlessly.
How to Build the Perfect Home Studio for $500: Discover budget-friendly tips for creating a professional-grade recording environment without breaking the bank.
These resources are invaluable for podcasters aiming to deliver professional-quality episodes and elevate their production standards.
Key Takeaways: How To Make Money From Podcasts
Making money from podcasts requires patience, creativity, and a focus on delivering value to your audience. Here’s how you can get started:
Define Your Niche: Find a topic you’re passionate about that appeals to a specific audience.
Grow Your Audience: Consistency, high-quality content, and active engagement are essential. Platforms like Podchaser can help boost your discoverability.
Diversify Revenue Streams: Combine multiple monetization methods to maximize earnings.
Invest in Marketing: Use social media, collaborations, and SEO to increase visibility. Tools like Hootsuite or Buffer can streamline your efforts.
Podcasting is more than just a hobby—it can be a fulfilling and profitable career. Whether you’re just starting or looking to grow your podcast, there’s a wealth of opportunities to turn your passion into income. With dedication, creativity, and a bit of strategy, your podcast can become both impactful and financially rewarding.