How do podcasts make money? How to make money and earn commissions for podcasts: Part 1

How do podcasts make money? The Complete Guide to Making Money with Podcasts (2026 Practical Edition). Today,Online earning alliance(en. wangzhuan. org. cn) brings “How do podcasts make money? How do podcasts make money and earn commissions. I hope it is helpful to everyone.

1、 Introduction: Why is podcasting the dividend track of 2026?

Data speaks for itself:

• By 2025, the number of podcast users in China will reach210 million, a year-on-year increase of 35%
• The podcast advertising market has reached a scale of4.8 billion yuan, a year-on-year increase of 52%
• Average listening time for a single podcast episode32 minutes(3 minutes of ultra short video)
• Average monthly income of podcast users12000 yuanStrong purchasing power

Why do podcasts make money?

1. High user quality(Podcasts require “active subscription” and strong user stickiness)
2. High content barriers(The threshold for audio production is higher than that for video production, and the competition is relatively small)
3. Clear monetization path(Advertising, membership, knowledge payment, mature model)
4. Strong long tail effect(Podcasts can be listened to continuously for 3-5 years)

Podcast vs Short Video Comparison:

2、 6 Ways to Make Money from Podcasting: A Detailed Explanation

Mode 1: Advertising Cooperation (the most mainstream way of monetization)

💡 How to make money?You insert brand advertisements in podcast programs, and after the audience clicks/purchases, you earn commissions or pay hourly fees.📋 Advertising type:

📈 Real income data (2025):

💡 Case breakdown:

Case: Lao Li, anchor of Business Finance Daily

• backgroundFormer financial journalist, started doing financial podcasts in 2021
• Number of fans:500000 (approximately 2 million monthly views)
• Advertising pricing:30000 yuan per episode (including live streaming and surface mount)
• Monthly average orders received:4-6 items
• Monthly advertising revenue:120000 to 180000 yuan
• Key success factors:

1. precise positioning(Finance and Business, serving professionals and entrepreneurs)
2. Content specialization(Inviting industry guests for each issue, with depth)
3. data transparency(Podcast data is publicly available in ‘Little Universe’, trusted by advertisers)

⚠️ How to receive the first advertisement?

1. Proactively contact the brand(Find the brand that matches your audience and send an email)
2. Join the Podcast Advertising AllianceHimalaya and Dragonfly FM have advertising platforms for accepting orders
3. Wait for the brand to proactively approach youAfter having over 10000 followers, advertisers will proactively contact us

Mode 2: Paid subscription (the most stable passive income)

💡 How to make money?you providePaid podcast album(or paying members), listeners need to pay to listen to the complete content.📋 Common payment models:

📈 Real income data (2025):

💡 Case breakdown:

Case: “Product Design Methodology” anchor Xiaolin

• backgroundFormer product manager of a large factory, producing product design podcasts
• Number of fans:80 thousand
• Paid products:Product Design System Course “(audio album, 299 yuan/album)
• Annual sales:About 2000 copies
• Annual income:2000 × 299 yuan=598000 yuan
• costThe recording cost is about 20000 yuan, with a gross profit margin95%
• Key success factors:

1. Content scarcity(Lack of “systematic product design courses” in the market)
2. Trust building(First create free podcasts for 3 years, then promote paid courses)
3. community operation(Paid students join WeChat groups, Q&A+networking)

⚠️ Notes on paid podcasts:

1. Free first, pay later(First create free content to establish trust, then promote payment)
2. The content should be worth the price(Don’t sell free content at a high price just by repackaging it)
3. Provide additional value(Not just audio, there should be supporting documents and community)

Mode 3: Knowledge based paid courses (the most profitable monetization method)

💡 How to make money?You extended the podcast content toSystematic courses(Audio classes, video classes, training camps), sold to listeners.📋 Common course formats:

📈 Real income data (2025):

💡 Case breakdown:

Case: “Compulsory Course in Workplace Communication” anchor Wang Jie

• backgroundTop 500 HR professionals, creating workplace communication podcasts
• Number of fans:300 thousand
• Paid courses:30 Lectures on Workplace Communication “(Video Course, 599 yuan)
• Annual sales:About 3000 copies
• Annual income:3000 × 599 yuan=1.797 million yuan
• Platform commission:About 30% (Little Goose Pass)
• Net income: 1.25 million yuan
• Key success factors:

1. IP influence(Podcast with 300000 followers, conversion rate of about 1%)
2. Course quality(30 minutes per class, accompanied by PPT and homework)
3. Word of mouth communication(After receiving promotion, students will recommend friends)

⚠️ How to transition from podcasts to courses?

1. First, create a ‘trial version’(Organize podcast content into free e-books and see if users are willing to pay)
2. Identify the pain points accuratelyWhat problem do the students want to solve
3. Design delivery loop(Video lessons+homework+Q&A, not ‘throwing you a bunch of videos’)

Mode 4: tipping/sponsoring members (with the support of loyal fans)

💡 How to make money?The audience will give you directlytipOr becomesupporting member Express support.📋 Common tipping/sponsorship platforms:

📈 Real income data (2025):

💡 Case breakdown:

Case: Aya, anchor of “Late Night Radio”

• backgroundEmotional podcast host, creating “late night companionship” content
• Number of fans:150 thousand
• Sponsored Members:About 500 people (monthly fee of 29 yuan)
• Monthly Reward:About 3000 yuan
• Monthly income:500 × 29 + 3000 = 17500 yuan
• costAlmost zero (pure content output)
• Key success factors:

1. emotional resonance(The audience regards the anchor as a “close sister”)
2. community operation(Sponsoring members to join exclusive groups gives them a sense of belonging)
3. continuous companionship(Updated weekly to make the audience feel cared for)

⚠️ Notes on tipping/sponsorship:

1. Don’t force tipping(Occasionally mention in the program, don’t rush every episode)
2. Value Sponsorship Members(Exclusive content, priority Q&A, community)
3. Thank you sincerely(Recite the name of the donor in the program)

Mode 5: Offline activities/paid activities (monetization method based on high customer value)

💡 How to make money?You organizeoffline event(Sharing sessions, salons, training), audience members pay to participate.📋 Common types of activities:

📈 Real income data (2025):

💡 Case breakdown:

Case: Old Chen, anchor of “Entrepreneurship Lab”

• backgroundEntrepreneurial podcast host, creating content on “Entrepreneurial Methodology”
• Number of fans:200 thousand
• Offline activities:Entrepreneurship Salad (once a month, 599 yuan/person)
• Event scale:50-80 people per session
• Activity income:599 x 60 people=36000 yuan/venue
• Annual event sessions:8 sessions
• Annual activity income:36000 x 8=288000 yuan
• Key success factors:

1. Fan trustThe podcast content has depth, and listeners are willing to meet you offline
2. Guest Resources(Each issue invites entrepreneurs and investors to increase the value of the activity)
3. Realize the closed loop of monetization(Course promotion during the event, on-site conversion rate of about 10%)

⚠️ Precautions for offline activities:

1. Start with small-scale operations first(20 people in the first round, expand after success)
2. Control costs(Venue and material costs, don’t use the best venue from the beginning)
3. Deliver well(The activity content should be worth the ticket price, don’t ‘cut the leeks’)

Mode 6: IP derivative products (long-term monetization approach)

💡 How to make money?You develop around podcast IPperipheral products(Books, merchandise, collaborations), sold to the audience.📋 Common IP derivative products:

📈 Real income data (2025):

💡 Case breakdown:

Case: “Invisible Design” anchor Xiaolin

• backgroundDesign podcast host, published a book of the same name
• Number of fans:100 thousand
• Book pricing:89 yuan
• First print run:5000 copies
• sales volume:Sold out within 1 year
• Book revenue:5000 x 89 yuan=445000 yuan
• Publishers are divided into:About 30%
• Anchor net income: 310000 yuan
• Key success factors:

1. Content accumulation(I have been doing podcasts for 3 years, and the content is enough to support a book)
2. Fan conversion(It is mentioned multiple times in the program that the audience is willing to purchase)
3. Signature sales book(Offline activity signature, book premium of 30%)

⚠️ Precautions for IP derivative products:

1. Don’t rush to publish the book(Accumulate content first, wait until the number of fans exceeds 50000 before considering)
2. Find a reliable publisher(Don’t look for “self funded publishing”, you may be deceived)
3. Inventory control(Don’t produce too much in the surrounding area at once, and if you can’t sell it, you’ll overstock.)

Next article《How do podcasts make money? How do podcasts make money and earn commissionsThe second article.