Video Podcast Sponsors
Here are a few tools we have in our toolbox:
How to Generate Income from your Podcast RNCN Video: https://www.youtube.com/watch?v=4QZ2l9hjA4k
How to Find and Keep Podcast Sponsors: Proven Strategies from Real News Communications Network
Welcome to Real News Communications Network!
If you’re a podcaster looking to turn your passion into profit, you’re in the right place. In this post, we’ll break down practical ways to generate income from your podcast — from traditional ads to creative sponsorships and listener-supported models. Plus, you’ll hear real-world examples from some of our clients who’ve successfully monetized their shows.
Why Podcast Sponsorships Work
A joint study by Spotify (2021) found that 43% of respondents said they are receptive to podcast ads, compared to 17% who said they’re receptive to TV ads. MAGNA
(2025) More recent data shows strong engagement with podcast ads: for example, an article cites that 81% of podcast listeners say they pay attention to podcast ads more than TV commercials.
There is also evidence that podcast listeners tend to trust podcast hosts and their recommendations more than many other media — which underpins the notion of “trusted medium”. For example, Spotify data found that 63% of people surveyed said they trust their favorite podcast host more than their favorite social media influencer.
1. Traditional Advertising
Traditional advertising is the most straightforward way to earn podcast income.
A sponsor pays a set amount upfront for commercials in your show — usually about $25 per 60-second ad per 1,000 listeners.
That means if you average 2,000 listeners per episode, you can charge around $50 for each minute-long ad. As your show grows, those numbers can add up quickly.
Pro Tip from Trevor Houston, The Who You Know Show
“Don’t wait for sponsors to start your show — build it first. In the beginning, offer free commercials to your business partners or community connections. You’re providing value, and perception-wise, it makes your show look established and sponsor-worthy.”
By showcasing local businesses or partners early, you’re building credibility and creating examples to show future sponsors.
2. Affinity (Affiliate) Marketing
Affinity marketing allows you to partner with brands that offer your listeners a special code or discount. When listeners use that code, you earn a percentage of the sale.
Heath Oaks, co-host of Second Shot, found success with this model through Energy Ogre:
“We get a percentage of the monthly payments from customers who use our code, and our listeners get a discount too. It’s a win-win.”
This approach works especially well when your audience is active and engaged. Bonus: many companies are eager to try affinity marketing with podcasters. You can find them through a quick search or by pitching directly to brands that align with your content.
3. Product and Affiliate Sponsorships
Julian Placino, host of The Pathways to Success, has mastered multiple income streams:
Product Donation Sponsorships — companies send him free gear or tools in exchange for on-air mentions.
Affiliate Sponsorships — he earns a commission when listeners purchase through his show’s unique link.
Traditional Sponsorships — companies pay directly for exposure to his professional audience.
“When you’re starting out, find highly strategic sponsors that truly benefit from your audience. That’s how you create partnerships that last.”
4. Membership Models
If your show attracts a passionate or niche audience, consider launching a listener-supported membership.
Debbie Georgatos, host of America, Can We Talk?, uses both sponsorships and memberships to sustain her political show:
“People pay for access. My members get exclusive Thursday episodes and the chance to submit questions for guests. It builds connection and community.”
Platforms like Patreon make it easy to set up tiers and rewards, from bonus episodes to behind-the-scenes access.
5. Merchandise and Additional Income Sources
Selling branded merchandise — from mugs to t-shirts — can both generate income and promote your show. Services like Threadless or Printful handle printing and shipping, allowing you to focus on content creation.
Trevor Houston also reminds hosts that even your guest spots can be monetized:
“We charge up to $500 for guests who want to promote their business on our show. For them, it’s a commercial — for us, it’s another revenue stream.”
Let's make a sponsorship kit!
There’s no one-size-fits-all approach to podcast monetization. You can mix and match methods — from sponsorships and affiliate links to memberships and merch — to create a sustainable revenue model for your brand.
At Real News Communications Network, we help podcasters develop sponsorship packages, build professional media kits, and connect with advertisers ready to invest in your voice.
If you’re ready to start earning from your show, let’s talk about building your custom sponsorship strategy.
Real News Communications Network — Where stories become brands, and podcasts become businesses.
Hugs,
Sarah
