So your podcast is growing downloads are climbing, guests are saying yes, and your listeners are showing up every week. The next question: how do you turn that momentum into money?
Let’s break down the essentials of finding (and keeping) great sponsors in 2025.
1️⃣ Start with purpose, not profit
Before chasing sponsors, clarify why you want them. If your podcast already fuels your business or personal brand, your episodes might already be your best marketing asset. Many of my clients monetize their podcasts indirectly by generating leads, building trust, or showcasing their expertise.
But once you hit that point where your audience starts to scale, sponsorships can be a fantastic next step.
2️⃣ Understand what sponsors actually care about
Brands don’t just buy ad space; they buy connection. Here’s what they’ll want from you:
- Your pitch: A clear reason why your show fits their audience.
- Your audience data: Use Buzzsprout or Spotify for Podcasters to show who listens, where they’re from, and what they care about.
- Your ad inventory: Know where your pre-roll, mid-roll, and post-roll slots will go. (Mid-roll is still the king!)
- Your value: Even with 1,000 loyal listeners, you can deliver results if your niche and engagement are strong.
3️⃣ Types of podcast sponsorships
In 2025, there are two dominant models:
- CPM (Cost Per Mille): You’re paid per 1,000 downloads. Rates range from $15 to $40 CPM depending on your niche.
- CPA (Cost Per Action): You earn when listeners take a specific action like using a code or visiting a link.
Smaller shows often start with CPA deals, but CPM quickly becomes more profitable once your audience crosses 1 K downloads per month exactly the threshold Buzzsprout uses for its own ad program.
4️⃣ Where to find podcast sponsors
- Buzzsprout Ads: Built-in monetization once you hit 1 K downloads in 30 days.
- Podcorn / Gumball / AdvertiseCast: Marketplaces connecting podcasters and brands.
- LinkedIn & X (Twitter): Reach out directly to founders and marketers in your niche.
- Your network: Ask past guests for brand recommendations they often know decision-makers.
5️⃣ The overlooked truth
Sponsors aren’t just buying ads on your podcast they’re buying trust with your audience. That’s why alignment beats audience size. When your brand values match the sponsor’s message, listeners actually pay attention. In fact, 60% of podcast listeners say they remember and consider ads from trusted hosts.
6️⃣ Monetization isn’t the only win
Remember the most profitable podcasts don’t rely solely on ads. You can also monetize through:
- Courses & Coaching
- Premium Episodes & Memberships
- Merchandise & Live Events
- Producing podcasts for others ( my favorite)
7️⃣ My recent client win
Just this week, one of our clients hit 1,000 downloads in three days on Buzzsprout. That unlocked access to their Ads program a huge milestone toward consistent monetization.
What made it work? Clean audio, consistent publishing, and a tight 30-minute format that kept listeners coming back.
💡 Final Thought
You don’t need a top-100 show or a studio full of gear. You just need a message worth hearing and the discipline to show up every week.
Because in 2025, clarity and consistency are the new currency in podcasting.