How much do podcasters make? For most new shows the honest answer is close to nothing for the first year, and that is exactly why the answer is worth understanding.
Here is the plain version. How much podcasters make depends on audience size, audience type, and which income sources you use. A tiny show earns almost nothing from ads. A small show with a clear audience can still earn real money from other routes. Nobody can promise you a number.
I am going to keep this guide honest. I will not invent earnings figures. Where I cite a number, I will tell you where it comes from. Where the number is mine, I will say so.
If you came here hoping to hear "$10,000 a month," I understand. I also think you deserve a truthful picture before you spend a year on something.
So, Do Podcasters Get Paid?
Direct answer: Yes, some podcasters get paid, but most small shows earn little or nothing from the podcast itself at first. Money usually comes from sponsors, affiliate links, services, or your own products, not from the apps.
This surprises beginners. Apple Podcasts and Spotify do not pay you per listen. There is no automatic paycheck for uploading an episode. Your show is a way to build trust, and trust is what turns into income.
Here is my own background so you know where I am coming from. I have worked in marketing for more than 17 years. I now manage five podcasts, and the podcast income now exceeds what I earned in my old corporate job. My wife's recipe podcast crossed 3.1 million downloads and reached the Apple Podcasts Top 10.
I am not sharing that to impress you. I am sharing it so you know the income was real, and also that it took years. My first podcast sale came after I discovered affiliate links for podcasts, when I was 42. I had started recording at 36. I quit once, at episode 58, then came back.
That is the real timeline. It is longer than most gurus admit.
What Does a "Typical" Podcast Audience Look Like?
Direct answer: Most podcasts have small audiences. According to Buzzsprout's published platform stats, the median episode gets about 28 downloads in its first seven days. The top 10% get about 413, and the top 1% get about 4,611.
Those numbers come from the Buzzsprout platform stats page, which tracks first-week downloads across its hosted shows. Treat them as one host's snapshot, not a universal rule. Buzzsprout updates them over time, so check the page for current figures.
Let me define a term. A download is one request for your episode file by a listener's app or browser. It is the standard way podcasts count audience. A first-week download is how many downloads an episode gets in its first seven days.
What those numbers tell you
If your episodes get 28 downloads in week one, you are in the middle of the pack. That is normal. It is not a failure.
Here is the useful part. The gap between the middle and the top is huge. Moving from 28 to 413 puts you in the top 10%. That is a realistic goal for a focused show with a clear audience.
For ideas on growing that number, read my guide on why your podcast isn't growing. It covers the usual blockers.
The Four Ways Podcasters Actually Earn Money
Direct answer: Podcasters earn from four main sources: sponsorships, affiliate commissions, their own services or products, and listener support. For small shows, services and affiliate income usually come first, and sponsorships come later.
Let me take them one by one, in the order I would think about them as a beginner.
Source one: affiliate commissions
An affiliate link is a special link for a product. When a listener buys through it, you earn a small commission. You are recommending a tool you actually use, and getting a thank-you from the company.
This works even with a small audience, because a few people who trust you can buy. My first podcast sale came this way. It was small. It proved the model was real.
The rule: recommend only things you would recommend anyway, and always disclose the link.
Source two: your own services or products
This is the route I wish more beginners knew about.
Here is a true story. I once published an episode that very few people downloaded. Six months later, a stranger found it through a Google search and emailed me. It changed how they approached their own monetization. They hired me for a project worth $2,000.
One tiny episode, one right person, one real client. That is the power of a small, specific audience.
Services might be coaching, consulting, editing, or writing. Products might be a guide, a template pack, or a course. You do not need thousands of listeners. You need the right few.
Source three: sponsorships
A sponsorship is when a company pays you to mention its product in your episode. This is what most people picture when they think about podcast money.
Sponsors usually pay by CPM, which means cost per thousand downloads. One widely cited benchmark comes from the ad marketplace AdvertiseCast, which is now part of Libsyn. It puts a 30-second ad at about $18 CPM and a 60-second ad at about $25 CPM. Those figures are older averages, and rates change, so treat them as a rough guide only.
Source four: listener support
Some shows invite listeners to give small monthly amounts or buy bonus episodes. This works best when you already have loyal fans. It is rarely the first money a new show earns.
A quick comparison
Here is how the four sources compare for a beginner:
- Affiliate commissions: Works with a small audience. Slow and small at first.
- Services or products: Works with a small, specific audience. Can be the largest source.
- Sponsorships: Needs a bigger audience. Pays predictably once you have one.
- Listener support: Needs loyal fans. Usually comes later.
The Sponsorship Math, Made Simple
Direct answer: To estimate sponsorship income, divide your downloads per episode by 1,000, then multiply by the CPM rate. For example, 1,000 downloads at a $25 CPM earns $25 (₹2,100) for one ad spot.
This section is an illustration, not a promise. I am using the commonly cited $25 CPM for a 60-second ad. Real deals vary a lot.
Step by step
- Take your average downloads per episode. Say it is 1,000.
- Divide by 1,000. That gives you 1.
- Multiply by the CPM. 1 times $25 equals $25 (₹2,100).
That is what one 60-second ad would earn on one episode with 1,000 downloads.
What this looks like at different sizes
Here are the same calculations at four audience sizes:
- 100 downloads per episode: about $2.50 (₹210) per ad spot.
- 1,000 downloads per episode: about $25 (₹2,100) per ad spot.
- 5,000 downloads per episode: about $125 (₹10,500) per ad spot.
- 10,000 downloads per episode: about $250 (₹21,000) per ad spot.
Now multiply by how many ad spots you run and how many episodes you publish. Take a weekly show with two ad spots per episode and 1,000 downloads. It would earn about $50 (₹4,200) a week from those spots. That assumes the rate held and sponsors bought every spot.
That is a lot of ifs. Which brings me to the honest part.
The reality check
Most small shows cannot fill every ad spot. Sponsors often want proof of audience size and a specific type of listener. A show on a narrow topic with 500 engaged listeners can be worth more to a niche sponsor. A general show with 5,000 casual listeners may not be.
So do not build your plan around sponsorship money in year one. Think of it as a possible bonus later.
Why Audience Type Matters More Than Audience Size
Direct answer: A small audience that shares a clear problem or interest can earn more than a large general audience. Sponsors and buyers pay for the right listener, not just the most listeners.
This is the part most "podcast income" articles skip.
Picture two shows. One has 5,000 downloads per episode and covers "life and stuff." The other has 800 downloads per episode and teaches people how to start a podcast. Which one is a better match for a company that sells podcast microphones?
The second one. Its listeners are all exactly the right buyer.
My wife's recipe podcast is a good example. It focused on one clear topic, regional recipes, and spoke to one type of person. The audience grew into the millions of downloads because it was specific and useful. A narrow topic is not a limit. It is an advantage.
What Should You Do in Your First Year?
Direct answer: In your first year, focus on publishing consistently, building an email list, and making one clear offer. Do not wait for sponsors. Build the audience and the trust first.
Here is a simple plan. I would follow it if I were starting again.
Your first-year income plan
- Pick a narrow topic. One clear problem, one clear listener.
- Publish on a schedule. Weekly or every two weeks. Consistency matters more than perfection.
- Collect email addresses. An email list is an audience you own. It cannot be taken away by an app change.
- Add two or three affiliate recommendations. Only tools you really use. Always disclose them.
- Make one simple offer. A short guide, a call, or a service. See what people ask for.
- Review your numbers monthly. Track downloads per episode and where listeners come from.
Why an email list matters
A list is a collection of email addresses from people who agreed to hear from you. When you launch something, an email list reaches your people directly. BirdSend is an email tool I recommend for creators who want to own their audience.
I have seen too many creators build an audience on rented land, such as one social app. One algorithm change can erase it. Your own list is yours.
For a broader look at earning ideas, read my full guide on how to make money from a podcast. It covers more methods in detail.
A Worked Example: Three Shows, Three Different Paths
Direct answer: Two shows with the same download count can earn very different amounts, because the income depends on what the show sells. Here are three made-up shows that show the pattern. The numbers are illustrations, not real earnings.
Let me use round numbers so the idea is easy to follow.
Show A: a general chat show with 2,000 downloads per episode
This show has a decent audience but no clear offer. It relies on sponsorship alone. At a $25 CPM, one ad spot earns about $50 (₹4,200). Many weeks, no sponsor buys the spot, so the income is uneven.
Show B: a niche how-to show with 300 downloads per episode
This show teaches one skill to one type of person. It has an email list and one small guide for sale. The ad math is tiny, about $7.50 (₹630) per spot. But if even three listeners a month buy the guide, the income beats Show A's ads.
Show C: a solo expert show with 150 downloads per episode
This host offers a paid service. One client from the show pays more than a year of ads would. That is the same pattern as my own $2,000 project from a barely downloaded episode.
What the three shows teach us
The size of the audience set the ceiling for ads. It did not set the ceiling for income. Offers, trust, and a clear listener decided that.
Ask yourself which of the three you want to be. Then build toward it from your first episode.
Mistakes That Hurt Podcast Income
Direct answer: The most common mistakes are quitting too early, chasing sponsors before having an audience, and promising results you cannot back up. Each one is avoidable with patience.
This is the troubleshooting section.
Mistake one: quitting at episode 10
I know this one personally. I quit at episode 58 the first time. Most people never reach that far. The ones who earn are the ones still publishing a year later.
Mistake two: chasing sponsors too soon
Emailing brands with 40 downloads per episode wastes your time. Build the audience first.
Mistake three: copying big-show numbers
Big shows have teams, budgets, and years of history. Compare yourself to where you were last month, not to a famous host.
Mistake four: treating the podcast as the product
The podcast is the doorway. The income often comes from what is behind the door. Ask yourself what you will offer once someone trusts you.
Mistake five: ignoring ad swaps and cheap promotion
Growing the audience is part of growing income. A podcast ad swap with a similar show costs nothing and can bring in new listeners.
Your Next Step: Build the Foundation Before You Chase the Money
Direct answer: The best way to earn from a podcast is to launch it properly first. A clear topic, a published show, and a first group of listeners come before any income.
Here is a pattern I see often. A beginner reads income reports, gets excited, and then spends months researching monetization before recording anything. The research feels productive. The show never launches.
The fix is boring but it works. Launch first. Earn second.
That is why the 7-Day Podcast Launch Challenge exists. It takes you from idea to a live show in seven days, in order, with each day gated behind real work. You can read about income for a year. Or you can have a published episode by next week.
What is the one thing you could publish this month?
How to Track Your Progress Without Fooling Yourself
Direct answer: Track three simple numbers each month: downloads per episode, email subscribers, and any money earned. Compare each month to the last one, not to other shows.
Income does not appear overnight. Progress does, if you look for the right signs.
The three numbers worth tracking
- Downloads per episode. Use the average of your last five episodes. Your podcast host shows this in its stats page.
- Email subscribers. This is the number that tells you how many people want to hear from you again.
- Money earned. Write down every dollar, even a tiny affiliate commission. Small numbers still count as proof.
Add one note about what worked
Beside the numbers, write one sentence. Did an episode get shared? Did a guest bring new listeners? Over a few months, those notes show you what to repeat.
What to do if the numbers are flat
Flat for two months is common. Do not panic. Change one thing: the title style, the topic, or where you share. Then watch for another month.
I have had flat stretches on my own shows. The shows that grew were the ones where I kept going and changed one thing at a time.
Listen to the Podcast Episode
How much do podcasters really make? In Episode 219 I give you the honest answer. Most new shows earn little in the first year, and the real money often comes from places other than ads. I share the numbers I trust and where they come from. I also share my own timeline, from a first audio blog at 36 to a first podcast sale at 42.
What I cover in this episode:
- Real download benchmarks from Buzzsprout's published stats
- The four ways podcasters earn: affiliates, services and products, sponsors, listener support
- The simple sponsorship math behind CPM
- Why one small episode led to a $2,000 client
- What I would do in the first year of a new show
Tools I recommend:
- BirdSend – Email list tool, so you own your audience
- Buzzsprout – Podcast hosting
- Riverside – Record interviews and guests, audio or video
Planning to start a podcast? Then join my 7-Day Podcast Launch Challenge. Launch first, earn second.
FAQ
How much do podcasters make?
It varies a lot. Most small shows earn little or nothing from the podcast itself in the first year. Income grows with audience size, audience type, and the sources used, such as affiliates, services, and sponsorships. Anyone promising a fixed figure is guessing.
How much money do podcasters make per episode?
For sponsorships, a commonly cited rate is about $18 to $25 CPM, meaning per 1,000 downloads. At 1,000 downloads, one 60-second ad earns about $25 (₹2,100). Many small shows earn nothing per episode from ads.
Do podcasters get paid by Apple or Spotify?
No. Apple Podcasts does not pay creators per listen. Spotify has some paid programs, but most podcasters earn from sponsors, affiliates, services, or products instead.
How many downloads do you need to make money from a podcast?
You can earn with very few downloads through services or affiliate links. Sponsors often prefer larger audiences. According to Buzzsprout's stats, about 413 downloads in the first week puts an episode in the top 10% of its hosted shows.
What is a good number of downloads for a new podcast?
Buzzsprout reports a median of about 28 first-week downloads per episode. If you reach that, you are average. Moving beyond a few hundred puts you well ahead of most shows.
What are typical podcast sponsorship rates?
Commonly cited averages are about $18 CPM for a 30-second ad and $25 CPM for a 60-second ad. CPM means cost per 1,000 downloads. Real rates vary by topic, audience, and negotiation.
How long does it take to make money from a podcast?
It often takes many months to a few years. In my own case, I started recording at 36, quit once, and made my first online sale through a podcast at 42. Consistency is the main factor.
Can a small podcast make money?
Yes. A small podcast with a specific audience can earn through services, affiliate links, or a simple product. One client I gained came from a single episode that few people had downloaded.
Do I need sponsors to earn from my podcast?
No. Many creators earn mainly from their own services, products, or affiliate partners. Sponsors are one option, not the only route.
What is the fastest way to earn from a new podcast?
Offer a service or product to your first listeners, and collect email addresses so you can reach them directly. That route usually pays sooner than waiting for ad deals.
Final Thought
The honest answer to "how much do podcasters make" starts at zero and has no ceiling. What decides where you land is not luck. It is whether you are still publishing in a year. Launch the show, find your right few listeners, and let the income follow the trust.
Resources that I recommend
Here are some of the resources that I recommended in this episode and the ones that I recommend in Podcasting.
- Ubersuggest – The Keyword research tool that I recommend
Below are the tools that I recommend for podcasting:
- Buzzsprout – Podcast hosting
- Behringer Audio Interface – You will need an audio interface if you are using an XLR microphone. This is my recommended audio interface.
- Behringer Audio Interface (budget option) – A lower-cost alternative if you're just starting out and want to keep costs down.
- Riverside – Riverside is my pick for recording interviews, audio or video. It records each person on their own device, so a shaky connection on either end never ends up in the episode.
- Audacity – This is the best and most feature-rich free audio editing software. It gives you a lot of options while editing your interviews.
- Samson Q2U – My recommended microphone
- Audio Technica ATR-2110x – My recommended alternative microphone
- TidyCal – My recommended calendar and booking solutions
Thank you for joining in
I hope you enjoyed the information that I shared in this episode.
Do subscribe to the show on your favorite podcasting platform in order to stay updated with the latest episodes that I release.
The Podcasting University is available on almost all podcasting platforms. The link to the prominent ones are mentioned below –
Planning to start a podcast?
Then you might want to join my "7-Day Podcast Launch Challenge".
Disclaimer: Some of these links above are affiliate links. If you decide to make a purchase from the links above, I will earn a small commission from your purchase at no extra cost to you. Also, The Podcasting University is a participant in the Amazon Services LLC Associates Program, an affiliate advertising program designed to provide a means for sites to earn advertising fees by advertising and linking to Amazon.com.
0 comments