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GUIDE 27 OF 27How to make money podcasting
Every realistic way podcasts earn money, what sponsors pay per thousand downloads, worked examples, and which option fits a small show.
Most podcasts never earn much from advertising, and that’s fine, because advertising is only one of several ways to make money podcasting, and rarely the best one for a small show. This guide covers every realistic income stream, what ads actually pay, worked examples with real numbers, and which options fit a show with 50 listeners versus 50,000.
The honest summary: ad income scales with downloads, so it’s small until a show is large. Small shows usually earn more by using the podcast to sell something of their own (a service, course, book or membership) or by asking their most loyal listeners for support.
Eight ways podcasts make money
| Income stream | How it works | Realistic from |
|---|---|---|
| Your own products or services | The show builds trust that sells your consulting, coaching, freelance work, course or book | Episode one |
| Listener support | Memberships, bonus episodes, ad-free feeds or one-off tips | A few hundred loyal listeners |
| Affiliate links | A commission when listeners buy something you recommend through your link or code | Any size, if you review or teach with products |
| Direct sponsorships | You agree a deal with a company, often local or niche, for host-read ads | A defined niche; sometimes a few hundred downloads per episode |
| Ad marketplaces and networks | Your host or a network sells ads into your episodes, usually by dynamic insertion | Usually thousands of downloads per episode |
| Paid or premium shows | Subscriptions inside podcast apps, or a private feed | A committed audience that already values the free show |
| Live shows, events and merchandise | Tickets, shirts, mugs, meet-ups | A strong community identity |
| Speaking, consulting and work that comes from being known | The show becomes your portfolio; opportunities follow | Indirect, and often the largest benefit |
What podcast ads pay
Ads are priced by CPM: cost per mille, meaning the price for every 1,000 downloads (impressions) of the episode containing the ad. Published industry figures are broadly consistent:
| Ad type | Typical CPM (US) | Source |
|---|---|---|
| Host-read sponsorship, usually mid-roll | $25–$40 | Acast’s advertiser guide; also cited in Shopify’s 2026 sponsorship rates guide |
| Pre-recorded or programmatic ads | $15–$30 (some sources $5–$20) | Acast; Adopter Media via Shopify |
| By placement | Pre-roll about $20; mid-roll about $25; post-roll about $1–$5 | Ad Results Media, 2026 figures for 30- and 60-second spots |
Business, health and technology audiences tend to command higher rates than general entertainment. Remember that ad marketplaces and networks keep a share of what advertisers pay, so the CPM a show receives is lower than the price advertisers see. Some marketplaces also set minimums; Libsyn’s marketplace, for example, has required 20,000 downloads per episode for host-read placements.
Worked examples
Downloads per episode (in the first 30 days) × number of ad slots × CPM ÷ 1,000 = ad income per episode, before any network share.
| Show size | Ads | Income per episode | Per month (4 episodes) |
|---|---|---|---|
| 500 downloads | 1 host-read at $25 CPM | $12.50 | $50 |
| 5,000 downloads | 1 pre-roll at $20 + 1 mid-roll at $25 | $225 | $900 |
| 25,000 downloads | 2 mid-rolls at $25 + 1 pre-roll at $20 | $1,750 | $7,000 |
Compare the 500-download show with other options: if just 2% of those listeners each paid $5 a month for bonus episodes, that’s also $50 a month, from ten people. And one consulting client or ten course sales from listeners could be worth far more. That’s why small shows should look beyond ads.
How to make money with a small podcast
- Connect the show to something you sell. Mention it naturally where it helps listeners, and put a link in every episode’s show notes.
- Start an email list from episode one. It’s where listeners become customers, members or supporters.
- Offer a membership with real extras: bonus episodes, early access, an ad-free feed, a community chat or live Q&As. Apple Podcasts Subscriptions and dedicated membership platforms can deliver private feeds.
- Approach niche sponsors directly. A local business or a small company in your niche may value 300 highly targeted listeners more than a network would. Offer a flat fee per episode or per month, with a mention in the show notes.
- Use affiliate links only for things you’d recommend anyway, and say they’re affiliate links.
- Collect proof: downloads, listener emails, newsletter size, an audience survey. Sponsors buy audiences they understand.
How to get podcast sponsors
- Make a one-page media kit: what the show is, who listens (survey them), downloads per episode after 30 days, release schedule, and the ad formats you offer.
- List brands your listeners already use and ones that sponsor similar shows. They’ve already decided podcasts work.
- Pitch a test: three episodes at an introductory rate with a trackable code or link.
- Report back after the run with downloads and anything you learned. Renewals are easier than new deals.
- Consider your host’s ad marketplace once you reach its minimums, for income without selling.
Use the sponsor read template to write ads that sound like you.
Be transparent about money
Say clearly when something is an ad, sponsored content or an affiliate link, in the episode and in the show notes. Advertising rules in many countries, including the US Federal Trade Commission’s endorsement guides and the UK’s advertising codes, require clear disclosure, and listeners trust a host who is open about it. Only endorse products you’d recommend without the money.
Questions people ask
How many downloads do you need to make money podcasting?
None, if you sell your own products or services. For ad networks and marketplaces, expect to need at least a few thousand downloads per episode, and sometimes 20,000 or more for host-read marketplace deals.
Do Apple Podcasts or Spotify pay podcasters per stream?
Generally not for ordinary audio plays. Apple offers paid subscriptions that you set up and price. Spotify has run partner programmes that pay some eligible video podcasters in certain countries; check its current terms and eligibility.
How long does it take to make money?
Direct offers can earn from the first month. Ad income usually takes a year or more of consistent publishing. Focus on growing your audience first.
That’s the end of the tutorial path. Go back to the four Ps overview, run through the launch checklist, or try our free podcasting tools.