Monetising your podcast is key to keeping it sustainable and helping it grow, but many podcasters either overlook it or aren’t sure where to start.
Let’s be honest: most podcasters don’t get into it for the cash. You do it because you love it. But wouldn’t it be nice if your passion project could support itself and even bring in some income, or at least wash its own face and not cost you anything? With the right strategy and industry know-how, it absolutely can.
In this guide, we’ll break down our top tips for podcast monetisation and which approach is right for your show, whether you’re just starting out or already have a loyal audience tuning in every week.
Despite most podcasts being free for listeners, there are actually lots of different ways for podcasters to make money from their content.
As the podcasting landscape continues to expand, so do the opportunities to make money from your podcast. Today, some podcasters make enough to turn their shows into full-time careers. For instance, The Diary of a CEO with Steven Bartlett reportedly raked in over $20 million in revenue in 2024.
Sure, that kind of success doesn’t happen overnight, but if you’re in it for the long haul, having a monetisation strategy from the outset is key.
We also want to highlight that this isn’t easy, and usually does take investment, not only into high-quality production, but also paid marketing to cut through the noise.
Even if you don’t plan on turning your podcast into a million-dollar venture, monetising your show can provide valuable support by:
•Covering essential expenses such as equipment, editing software, and professional artwork
•Funding future growth, including paid advertising to reach new listeners
•Allowing you to hire experts to improve your podcast
TLDR: Being paid for your podcast can really make all the hard work you put into each episode feel worthwhile. We know firsthand that podcasting is not an easy process!
So I bet at this stage I bet you’re wondering “How many listeners do I need to start monetising my show?” It’s the age old question every podcaster asks…
The truth is, there are lots of different ways to go viral, but only one we've found that can be easily replicated time and time again.
While there’s no magic number, it’s generally pretty challenging to start monetising if you have fewer than 1,000 listeners per episode within the first 7 days of releasing an episode.
That said, it’s not just about numbers—it’s about engagement. If you have a smaller but highly dedicated audience, you can still earn money from your podcast with the right monetisation strategy, so don’t count yourself out just because you don’t have download numbers in the millions.
If you’ve ever listened to a podcast, chances are you’ve heard: “This episode is sponsored by…”
Podcast sponsorships are one of the most common ways to monetise a podcast, allowing brands to pay podcasters to promote their products or services. These sponsorships typically come in three main forms:
•Host-read ads – The host personally endorses a product.
•Pre-recorded ads – Standard commercial-style spots inserted into episodes.
•Branded content – A whole episode or segment created around a sponsor.
Ads can be baked-in (permanently part of the episode) or dynamically inserted (automatically placed across your catalog). The specifics of the sponsorship agreement will impact how much you can charge brands.
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Podcast advertisements are everywhere because they work. It is predicted that by 2026, podcast ads will pass the $3 billion milestone.
Due to the close relationship forged between the host and their audience, podcasts are a powerful tool for advertisers. But exactly how valuable, you ask?
Sponsors typically pay based on how many downloads your podcast gets and tend to follow these three main pricing models:
•CPM (Cost per Mille) – Cost per thousand impressions (or 1,000 listens).
•CPA (Cost per Acquisition) – Cost to acquire 1 customer.
•Flat Rate – You name the price, sponsors say yes or no (this model great for new shows that have a niche and engaged audience, but not a ton of listens).
💡 Top Tip: You can enhance the value of your sponsorship package by including extras such as social media promotions, shoutouts, and product placements within your episodes. This works particularly well if you’re somebody with a big online following.
Best for: Podcasts with more than 2,000+ monthly listeners (though niche shows with engaged audiences can still land deals).
Asking your audience for financial support might feel awkward at first, but donations are a great option if you don’t want to put your content behind a paywall but still want to cover some of the production costs.
There are a few different ways you can go about taking donations:
•Ad-free episodes
•Bonus content or extended interviews
•Early access to episodes
•Exclusive Q&As or live streams
Platforms like Patreon, Supercast, and Apple Podcasts Subscriptions make setting up subscriptions really simple. Just keep in mind—listeners are used to getting podcasts for free, so your bonus content has to offer them real value.
Best for: Established podcasts with a loyal fanbase.
Asking your audience for financial support might feel awkward at first, but donations are a great option if you don’t want to put your content behind a paywall but still want to cover some of the production costs.
There are a few different ways you can go about taking donations:
•Set up a PayPal or Stripe button on your podcast's website
•Open a Patreon or Buy Me a Coffee account and remind listeners about it every episode
The key to asking for donations as a podcaster is to be upfront about what it’s for. If you need extra funding to buy new gear or create new episodes, say so. Your fans are more likely to donate if they know where their money is going.
Best for: Independent podcasters just starting out.
People no longer just want to listen to their favourite podcasts—they want to experience them!
Live podcast events have exploded in popularity, with ticket sales growing 2000% since 2015. Festivals like Cheerful Earful and Crossed Wires prove there’s serious demand for in-person podcast experiences.
If you have an engaged audience, consider selling tickets for a live show of your podcast or hosting a Q&A session. It’s a great way to build your podcast community while also bringing in revenue.
Best for: Comedy podcasts or shows with strong fan engagement.
Making and selling merchandise for your podcast is an excellent way to generate a passive income stream.
Take your show’s inside jokes, catchphrases, or recognisable artwork and plaster it across whatever you think your audience will buy: mugs, t-shirts, posters, tote bags. The world’s your canvas!
Thanks to print-on-demand services like Printful, Teespring, and Shopify, you can sell merch without holding inventory, meaning you only produce items when someone makes a purchase.
And the best part is, selling merch isn’t just about making money—it’s also a way to strengthen your brand and create a sense of community around your podcast.
Best for: Podcasts with a strong brand identity and an engaged fanbase.
As more people turn to watching podcasts instead of just listening, YouTube is becoming a key player for podcast monetisation.
Rather than buying and selling ad space on your show, YouTube AdSense lets you earn money directly from the ads that play during your videos.
To qualify for AdSense, you need to have:
•Over 1,000 subscribers
•Over 4,000 watch hours in the past year
Some podcasters also make money through YouTube memberships, allowing fans to pay for exclusive content.
On average, 1-2% of your subscribers may convert to paying members. So, if you have 100,000 subscribers, you could expect around 1,000 to 2,000 members.
Here’s a quick breakdown of potential earnings:
•Basic Membership (£3.99/month): 1,000 members = £3,990/month
•Intermediate Membership (£7.99/month): 500 members = £3,995/month
•Premium Membership (£19.99/month): 200 members = £3,998/month
Remember: YouTube takes a 30% cut, so you’d keep 70% of your total earnings. For the examples above, that’s approximately £2,793, £2,796.50, and £2,798.60 per month, respectively.
Best for: Video podcasts with a younger demographic and video content.
There’s no one-size-fits-all approach to monetising a podcast, and you don’t have to be confined to just one method. Many podcasters find success by mixing and matching—maybe you start with donations, then switch to sponsorships, and later launch a merch line.
Whatever route you take, remember: monetisation is a long game. So focus first on creating great content and building an engaged audience, but always have a strategy in place for how to position your show for success.
If you're serious about making money from your podcast, Podshop can help you turn your passion into profit!
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