This is Virtual Paul with something I’ve been thinking about lately—something I hear far too often from people on the edge of starting their first show: “How do I monetize my podcast?”
Here’s the truth no one wants to hear: if that’s your first question, you’ll probably never monetize your podcast.
Don’t get me wrong—podcasts can be incredibly profitable. The numbers are righteous. The U.S. podcast advertising market alone is projected to hit $2.55 billion in 2025, almost doubling since 2023. Global ad revenue is tracking alongside, with forecasts of $4.46 billion by the same year.
But those figures don’t paint the real picture. The real story? The shows generating revenue aren’t asking, “How do I monetize my podcast?” They’re asking, “How do I serve my audience better?”
Here’s the subtle pivot—one that's hiding behind every successful podcast you admire: they aren’t monetizing their podcast; they’re monetizing an audience.
Law #3 of Podcasting: “You don’t monetize a Podcast — you monetize an audience.”
This law isn’t just theory. It's the foundation of real, lasting growth.
Once you shift your mindset from "podcast product" to "audience asset," everything becomes possible. Here’s how some of today’s top creators are monetizing smarter:
Let’s be real: most podcasts don’t run ads with CPMs worth bragging about. But that’s okay. The win comes when people follow you, trust you, and come back episode after episode. Brands, opportunities, and income follow that kind of loyalty.
And yes, you can work backward from monetization. But you still have to work your way through audience value. There are no shortcuts—only relationships.
So before you set up your Stripe link, before you hire that ad network, before you slap “monetized podcast” into your pitch deck...
Ask yourself this: Am I making something worth following?
The money follows the meaning. And that meaning? It starts with your audience.
Let us help you focus on what matters and build smarter. Visit podcastpartnership.com and let’s talk about how to grow your audience—the kind that buys in, shows up, and sticks around.
What’s your take? Is your focus on monetizing a show or building an audience?