How Much Do Podcasters Make? Let’s Break It Down
Podcasting has exploded in popularity, offering a platform for creators to share their voices and connect with audiences. But the question remains—how much can you actually earn from podcasting? Is it enough to make a living?
In this Cleanvoice guide, we break down how much podcasters make and explore real-life examples of high-earning podcasts as well as best practices for maximizing your podcasting ROI.
How Much Money Do Podcasters Make on Average?
We won’t keep you waiting—it depends.
While this isn’t a very satisfying answer, it’s the only honest answer out there. Many podcasts make a grand total of $0 over the course of an entire year, and many podcasts are clearing between $10K and $100K+ monthly.
The deciding factors are:
- The size of your audience
- Your monetization strategy
The first hurdle is audience size. People need to be listening for your monetization strategy to work, but the good news is that you don’t need Joe Rogan numbers to see success. Even with a few hundred listeners, you can see some income from your podcast.
So, to provide a more concrete answer, we’ll define two categories:
- Small Shows (0 to 1,000 listeners): Podcasters in this category can expect to earn anywhere between $0 and $500 per month, depending on their monetization strategy.
- Medium Shows (1,000 to 10,000 listeners): Podcasters in this category can earn between $500 and $10,000 per month.
- Big Shows (10,000+ listeners): Podcasters in this category earn a wide range, from $10K to $250K+ per month.
The Best Ways to Generate Income From Your Podcasts
Ads and Sponsorship
Feature brand ads within your episodes for a fee. These ads can be placed at different points. You can also enter an agreement with other brands, podcasts, or personalities to promote their products or services on your platforms in exchange for cash, branded items, studio space, etc.
See our guide on how to get a podcast sponsorship for an in-depth guide.
Premium Content and Memberships
Offer premium content like behind-the-scenes access, bonus episodes, or exclusive perks to your most loyal fans in exchange for a monthly subscription.
For example, say you have a podcast with 4,000 monthly listeners. If 10% of these listeners (400) become premium subscribers at $10/month, you could earn $4,000 per month from subscriptions. Platforms like YouTube, Patreon, and Substack support this type of monetization.
Merchandise Sales
Sell branded items featuring your podcast's logos, catchphrases, or themes.
These can include:
- T-shirts
- Hoodies
- Tote bags
- Stickers
- Headbands
Additionally, consider products and services related to your podcast's niche, such as a cookbook to compliment your food-themed podcast or a workout guide for your fitness-focused show.
Live Events
Host live events, such as fan meet-and-greets or live podcast recordings, to generate revenue through ticket sales and merchandise. These events also help deepen your connection with your audience and boost brand engagement.
Affiliate Marketing
Promote the products and services of other brands on your podcast and earn a commission for each sale from your affiliate link. You can also strategically place your link on your website and social media channels to improve its visibility.
Consulting and Coaching
Provide consultancy and coaching services to your audience, giving brands and individuals direct access to your expertise. Offer different packages and pricing tiers to match client preferences and budgets.
Courses and Workshops
Create and sell online courses or conduct physical workshops on topics within your podcast's niche. Use platforms like EdApp and Teachable for course creation or Zoom and Google Meet for live learning sessions.
Podcast Networks
Networking is key to expanding your reach and accessing more opportunities, and podcast networks help with that. They are podcasting communities where you can collaborate with other podcasters, learn from them, connect with influential interviewees, and access bigger brand deals.
5 Real-Life Examples of High-Earning Podcasts
1. The Joe Rogan Experience
The Joe Rogan Experience, hosted by American entertainer Joe Rogan is one of the largest and most popular podcasts globally.
- Unique Selling Point: Renowned for its long-form interviews with a diverse range of guests, from celebrities to experts, making it a hub for engaging and varied content.
- Audience Demographics: Appeals to a broad audience, including fans of comedy, current events, and long-form discussions.
- Notable Achievements: Initially gained popularity on YouTube before signing an exclusive licensing deal with Spotify for $200 million in 2020. In 2024, Spotify extended the partnership with a new non-exclusive deal reportedly worth $250 million. The podcast's high-profile guests and controversial topics frequently attract media attention.
- Earnings: Estimated to earn around $30 million annually through various revenue streams.
- Income Streams: Primarily driven by sponsorships and brand partnerships, with significant revenue from its Spotify deals.
2. My Favorite Murder
My Favorite Murder is a weekly true-crime comedy podcast hosted by American comedians Karen Kilgariff and Georgia Hardstark. It has a devoted fan base and consistently receives over 35 million downloads per month.
- Unique Selling Point: Combines true crime with comedy, offering a distinctive mix that attracts a dedicated and engaged audience.
- Audience Demographics: Appeals to true crime enthusiasts and listeners who appreciate humor in the context of dark subject matter.
- Notable Achievements: Successful live tours and a bestselling book have significantly expanded its reach and influence beyond the podcast.
- Earnings: Estimated to earn around $15 million annually.
- Income Streams: Revenue is generated from ads, live shows, tours, a bestselling book, and merchandise.
3. The Dave Ramsey Show
The Ramsey Show (formerly known as The Dave Ramsey Show) is a self-syndicated finance education podcast hosted by finance expert Dave Ramsey. It has been running for over 20 years and attracts more than 18 million listeners each week.
- Unique Selling Point**: Specializes in personal finance, debt management, and career advice, offering actionable tips and strategies for financial well-being.
- Audience Demographics**: Appeals to individuals seeking financial literacy, debt reduction strategies, and career improvement advice.
- Notable Achievements**: Its long-standing success has led to the creation of multiple revenue streams, including a budgeting app, numerous bestselling books, and a wide range of courses and services.
- Earnings**: Estimated to generate around $10 million annually.
- Income Streams**: Revenue is derived from ads, sponsorships, branded merchandise, 23 bestselling books, online courses and workshops, coaching services, live events, a budgeting app, and multiple service directories.
4. The Bill Simmons Podcast
Launched in 2015, The Bill Simmons podcast focuses on sports and pop culture. It has quickly become one of the top 25 podcasts on Apple, with Bill Simmons—a prominent sports commentator and media personality—hosting a variety of guests including athletes, celebrities, and media executives.
- Unique Selling Point: Offers in-depth discussions on sports and pop culture, featuring insightful interviews with high-profile guests from the sports and entertainment worlds.
- Audience Demographics: Appeals to sports enthusiasts, pop culture fans, and those interested in celebrity interviews.
- Notable Achievements: Achieved rapid success in the podcasting space, establishing itself as a major voice in sports media and climbing the ranks to become a top 25 podcast on Apple.
- Earnings: Estimated to generate around $7 million annually.
- Income Streams: Revenue sources include ads, sponsorships, and its association with a podcast network.
5. Armchair Expert
Armchair Expert is a weekly comedy podcast hosted by American actors Dax Shepard and Monica Padman. The show features in-depth interviews and discussions about personal struggles, successes, and "messy" life situations, often with a humorous twist. It boasts a monthly audience of 20 million listeners. From 2021 to 2024, it was exclusively available on Spotify, but since September 2024, it has been hosted on Wondery.
- Unique Selling Point: Offers candid and humorous conversations about personal challenges and achievements, providing psychological insights and relatable stories.
- Audience Demographics: Attracts listeners interested in personal storytelling, psychological insights, and humor about everyday life.
- Notable Achievements: Successfully transitioned from Spotify to Wondery, indicating its significant impact and popularity within the podcasting industry.
- Earnings: Estimated to earn around $9 million annually.
- Income Streams: Revenue comes from ads, sponsorships, merchandise, and its association with a podcast network.
Strategies for Maximizing Your Podcast’s Revenue
Build a Loyal Audience
Cultivating an active and loyal audience is crucial for podcasting success. Engage your listeners through social media, email newsletters, branded merchandise, and live events. By fostering a strong connection with your audience, you increase their likelihood of supporting you financially.
Optimize for Reach
Expand your listener base by employing both organic and paid growth strategies. For organic growth, focus on SEO and join podcast networks to enhance your visibility. Paid strategies include social media ads and influencer marketing to reach a wider audience quickly.
Monetize your Content
Explore various monetization opportunities to maximize your earnings. Successful podcasters diversify their revenue streams, including branded merchandise sales, ticketed live events, coaching services, and more. Continually seek new ways to turn your content into revenue.
Measure and Analyze
Use data-driven insights to refine your podcasting strategy. Track key metrics such as downloads, listener demographics, and engagement rates to understand your audience better and make informed decisions that align with their preferences.
Leverage Collaboration
Collaborate with other podcasters and influencers to broaden your reach and enhance your earning potential. Partnerships can provide access to new audiences, valuable industry insights, and potential revenue opportunities, often at minimal cost.
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