How much should it cost to produce a podcast?

You are likely here for one of three reasons:

1. You are an individual looking to start a personal podcast and want an estimate of the costs.
2. You represent a company and want to know what hiring a podcast production team costs.
3. You are a podcaster, and you want to know what to charge.

Those are significantly different points of view, but all answerable. I’ve organized this article to address each scenario, taking into account the most important variables for each. 

Feel free to use the table of contents on the left to navigate to the right section.

Scenario 1: Individuals interested in starting their own personal podcast.

The do-it-yourself approach.

There are many ways a podcast can benefit your personal brand, from increasing your authority, scaling your ideas to reach more people, and even building or strengthening your network. Whatever your goal is, there are 5 factors you’ll need to consider before deciding if you can afford to launch the podcast you envision.

1. Equipment
2. Self-production
3. Hosting
4. Promotion
5. Personal time

Let’s go over each factor in detail.

1. The cost of podcast equipment.

Free to $2,000+.

Podcast setups can vary dramatically. Some experts recommend getting started with whatever equipment you have at hand, like a free recording app on your phone or the built-in microphone on your computer. Others will tell you to go all out on fancy mics, audio interfaces, and more.

As a musician and podcaster with over 10 years of experience producing shows, I recommend investing at least $100 into a good USB mic and maybe a little more into improving your recording space. For reference, my first personal setup cost about $800, and the setup I use now for personal and client shows costs just over $2,000. My field recording setup is roughly $1,800 and is separate from the studio setup. The starter setup I recommend for new podcasters—the same kit we mail to all our clients—is roughly $500 and includes a mic, digital recorder, stand, cables, and SD card. There are plenty of options.

For a full list of my recommendations, you can read the Podcast Equipment: The complete guide over on my personal website.

2. The cost of self-production.

Free to $799 + your time.

The next thing you need to account for is producing your podcast. By this, I’m talking about editing, leveling, and mixing audio files for audio-only podcasts. If you are interested in launching a show that is both video and audio, you will have to contemplate additional resources. Again, lots of variables here, but the two main things you’ll want to account for are software costs and time costs.

The first option you have is simply not editing your show. I know some people who record an episode and post it directly to their podcast feed as it is. I do not recommend doing this because the quality of your show will likely suffer. However, it is an option if you’re looking to produce your show for free.

If you prefer a higher quality, edited show, keep on reading.

Podcast production software.

Many options exist, ranging from free to several hundred dollars. Consider any of the following:

Audacity | Free

Audacity is a free audio editing software that works for nearly all beginning podcasters. It has limitations if you want to do more complex work, but it’s a great option for at least 90% of your needs. Personally, Audacity is how I got started back in 2012, and it’s still what I use a lot of the time for basic projects where I need to add bumpers or do quick clean-ups. It’s also a good option for people who want to start editing in a digital audio workstation (DAW) instead of text-based options like Descript.

Adobe Audition | Monthly subscription

This is a step up from Audacity in terms of quality and capabilities, but it comes with a subscription fee. At the time of writing this, the cost of Audition is between $22.99 and $34.49 per month, depending on the plan you select. I use Audition for the more complicated projects I need to work on, or when working in tandem with Adobe Premiere (video editing software).

Descript | Free to monthly subscription

This offers an alternative take on editing that’s actually quite unique. It allows you to edit audio by editing the text transcript, similar to editing a Word document instead of an audio file. Their plans currently range from $0 to $40 per person per month. Our producers regularly use Descript to structure and arrange episodes, which they can later export into more robust editing software like Pro Tools. I also have to add that their AI Underlord features have really improved over the last year.

Pro Tools | Monthly or annual subscriptionYou won’t get any better than Pro Tools when it comes to audio engineering. This solution is best for people who are music composers as well as podcast producers. Their prices currently range from $34.00 for monthly subscriptions to S299 if you prefer an annual fee. I don’t personally use Pro Tools, but it’s what our team uses. In fact, two of our audio engineers used Pro Tools to create At the Brink (Check out False Alarms or Hibakusha—probably my two favorite episodes of the series).

Factoring in your time.

If you plan on self-producing your show, don’t forget to factor in the time it takes to edit an episode. Variables for this include:

• Length of the episode.
• Quality of the recording.
• Format of the show (solo, interview, narrative, or hybrid).
• How much you struggle with perfectionism.

Generally speaking, our team estimates that editing an interview-based show will take 2x to 4x the length of the show. For example, a 30-minute interview could take between 1 and 2 hours to edit. Keep in mind that it might take even longer if you’re new to editing.
And if you are editing a narrative show, plan on spending much more time. Narrative shows can easily take 10x to 50x the length of the final edit to produce. If you want more details, you can check out my article on how much it takes to run each type of show. It will help you plan appropriately.

3. Hosting costs.

$5 to $99+ per month.

Once your podcast is ready, you need to put it on the internet. Just like this website lives on a server (Siteground), your podcast audio file (likely an MP3) needs to live somewhere. There are many companies in this space, and I’ll save you the time by saying there is no good free option (trust me, I’ve looked). The factors you’ll want to consider include uptime, reliability, speed, openness, and analytic capability.

The following are popular choices:

Libsyn. This is what I used when I first started. The interface is a bit dated, but it’s dependable. Plans range from $5 to $150 per month.

BluBrry. Another veteran player. I have one client currently using Blubrry. They are known best for their analytic tracking. Plans range from $10 to $20 per month.

Transistor. This company is newer to the space but is doing well at targeting the creative and entrepreneur communities. We don’t use Transistor at Come Alive, but many of my friends and peers do, and it’s a great service from everything I can tell.  Plans range from $19 to $99 per month, and they have add-on options ranging from $5 to $20 per month if you are interested in getting transcripts.

Megaphone. This is the other media host that my company uses. One main feature is dynamic advertising. For example, instead of hard-editing an ad or sponsorship straight into your episode, Megaphone’s technology allows you to choose the placement and serve the ad based on variables such as date ranges or your listener’s geographical location. Megaphone’s plans start at $99 per month.

4. The cost of promotion.

Free to $$$$.

This is a tricky one to put a concrete number behind. You have a lot of services and processes at your disposal. Let’s assume you want to manage your show’s marketing completely by yourself, and you are going to focus on the basics. Here are a few options:

Repurposing episodes into written pieces | Free
To get the maximum amount of use out of any episode you create, you can consider repurposing it into different formats—like show notes and blog articles. If you have enough spare time on your hands, you can do this yourself to expand the reach of the content you create.

For example, we create show notes for all the episodes we produce for our clients at Come Alive. Our show notes contain a title, a short episode description, quotes, and full notes with links to relevant resources. This text can then be reused in multiple ways. For example, the short description might become a blurb on the podcast website or the description text for podcast apps like Spotify and Apple. Some clients use the quotes in social media images and audiograms to promote the show. The point is, once you create your podcast, you should try to distribute it as much as possible on different channels.

AI has made content repurposing way easier than it was in the past. However, boring content will still be boring at scale. You must take the necessary steps to create a strong show and have a human using the AI to create noteworthy content.

Transcriptions | Free to monthly subscription
Transcriptions help make your podcast episodes more accessible for people who can’t listen, and, in some cases, they can also help with SEO. The main variables with transcription services are automation, accuracy, and dependability. We’ve tried many options at Come Alive and have settled on a mix of Descript for rough transcripts and Rev for professional ones. This space continues to evolve; as it does, we’ll continue testing different services. Rev subscriptions range from free to $29.99 per month, depending on the audio minutes you need transcribed.  It’s a little pricey, but we don’t have the time to deal with the slow delivery speeds and inaccuracies that come with other cheaper options.

Social media graphics | Free to monthly or annual fees
Again, if you have the time, you can opt for a tool like Canva to create images to promote your podcasts. Canva has a variety of plans, and the options currently range from free to $30 per month per user. They also have various free templates you can tailor to your needs and will do when starting out.

You can also find plenty of AI tools that are blowing up in this space, like Midjourney. However, If you are serious about your show, I suggest hiring an independent designer to help you create your podcast branding and even a set of templates you can use for promotion on social media.

Audiograms | Free to monthly or annual fees
Headliner is one of the most popular tools to create those animated audio videos you’ve probably seen a lot of. You know the ones, they typically have some podcast cover art and the little squiggly line when you hit play. The idea is to feature an interesting snippet from the podcast to get people interested.
Other options include Wavve, Descript (which we use for the most part), and many media hosting companies offering these features. Even Spotify and Apple are allowing for the creation of audiogram-style content.

Guest appearances | Free to a few thousand dollars
One of the best ways to generate awareness for your podcast is by guesting on similar podcasts. You can do this by contacting other podcasters or hiring services like Interview Valet and Lemonpie to handle it for you. This is one of the most effective ways to promote your show, but it’s also one of the most difficult to do well.

5. The cost of your personal time.

Priceless.

Remember the old Mastercard commercials? Podcast equipment: $500. Editing software: $30 per month. Your time spent trying to figure out everything: priceless.

What is your time worth to you? Don’t overlook this too quickly. Podcasts take time to produce. Probably more than you think. If you genuinely want to edit your show, go for it. However, if you are trying to edit your own show to save money, you might be doing yourself a disservice if your time is better spent somewhere else.

Personally, I believe there are 3 kinds of work:

1. Work that only you can do.
2. Work that someone (not you) can do.
3. Work that can be automated (software).

Like anything you want to accomplish, it will require a balance of money and time. If you are on a budget, plan on spending time to get a podcast started. If you have the funds, it would be worth spending some money to hire someone to help you.

P.S. I love the topic of prioritizing and delegating because it’s something we can all improve. If this is a topic you’re interested in, check out books like The One Thing by G. Keller (for individuals), Traction by G. Wickman (for business owners), or even The 4-hour Work Week by T. Ferriss (for the individual or business owner).

Scenario 2: Individuals and companies who want to hire a podcast production team.

The done-with-you and done-for-you options.

So, you want to hire someone to help you create a podcast for your business but don’t know what to expect. Perfect! This is my favorite area to discuss because it’s the one I understand the most, being a production company ourselves. Like everything else so far, you have some options. 🙂

The first thing you need to do is decide what kind of help you want. This depends largely on how much or how little you know about producing a podcast, what services you’re looking for, and how much time you want to dedicate to the process.

You can receive help in three different ways:

1. Full-service podcast production.
2. Technical solutions.
3. Consultation and/or education.

1. Full-service production.

$$$$$ to $$$$$$

This is the best solution for people or businesses who want a podcast without all the work. True full-service solutions can take your ideas and create a successful show. The best services will help with everything from concept to branding, production, and promotion.

Expect to pay anywhere from $1,000 to $15,000+ per episode, depending on the type of podcast you are producing (solo, interview-based, narrative or story-driven, or hybrid). 

I know what you’re thinking. These numbers sound crazy, but there is a huge difference depending on the types of shows, so don’t worry just yet. I recently heard a producer of a very popular series say that their multi-episode series cost north of $500K to create (This was at a Podcast Movement breakout session).  

High costs for episodes aren’t the norm, but they’re very possible. Ultimately, when you work with agencies and teams that are experts in podcast production, they’ll have the experience and evidence to prove the value of a great show (Like we do 😉).

2. Technical solutions.

$$$ to $$$$

Best for those needing help with specific parts of the process or with smaller budgets. This is an excellent option for people who want to transition from producing their own shows entirely to handing off some responsibilities to someone else. This generally involves hiring one or multiple freelance experts who specialize in the tasks you need help with.

Technical solutions typically cost between $200 to $2000 per month, with the sweet spot being around $$750 to $1200 per month, but will vary depending on the type of help you are looking for. The most common tasks to outsource are editing, show notes, transcripts, and promotional items. 
If you’re evaluating hiring someone to help you with technical solutions, make sure you do your due diligence to make sure the agency or individual you work with knows what they’re doing—I share some tips on how to choose a podcast production company here. And keep in mind that by delegating some tasks, you will only get some of your time back. You will still have to manage the project and make sure you are getting all the pieces you need from everyone you work with on time.

3. Consultation and education.

$$ to $$$$

This is the best option for those who have time AND want to learn. Courses and education come in all different shapes and sizes, from group experiences and one-on-one coaching to PDFs, books, videos, and live calls.

Podcasting courses and education can cost anywhere from a few hundred to several thousand dollars, depending on the level of support and the results being offered.

A couple of tips on deciding what kind of help to hire.

Making a decision on the level of support you need for your podcast is a tricky topic, and I feel for the individuals trying to figure this out on their own. Here are a couple tips to consider when evaluating help:

• Time vs. money. Which is more valuable to you right now? If you’re part of an established business and have a budget, hire the best help you can afford. A talented full-service production agency will make it worthwhile for you. If you’re tight on cash and just getting started, try to find a technical or educational option that helps solve your biggest pain point(s).
• Buyer beware. Between the popularity of podcasting and people looking for alternative sources of income, a lot of new individuals and companies are entering the scene. Not all agencies are created equal. Do your homework. Review the articles, work, and testimonials of the person or agency you are evaluating before entering into a contract. Talk to them about your project to see if they are a good fit.

Scenario 3: Podcast producers who want to know what to charge.

The do-it-for-others option.

I often meet young editors or even producers who are entering the space and want to know how much they can charge for their services. The truth is, I’ve seen podcast professionals making anywhere from $16 to $300 an hour, depending on the job they are doing. Like everything else I listed so far, there are many roles and variables to consider.

Understanding roles and services.

The first thing to understand is the different roles and services you can provide for others. Check out Podcast Taxonomy for a full list of the different roles a podcast fulfills, with the most common descriptions for each one.

Some popular roles include:

• Executive Producer
• Producer
• Host
• Audio Engineer
• Audio Editor

This includes several factors:

• Your Skill
• Your Credentials
• Your Credibility
• Your Testimonials
• Your Expertise

This includes several factors:

• Your Skill
• Your Credentials
• Your Credibility
• Your Testimonials
• Your Expertise
• Your Team

Understand the value of what you offer.

What do you actually offer? How good is the quality of your work? What problems do you help your clients solve?

These are some questions you’ll have to ask yourself when you get started. 

There are significant differences between someone who is a junior editor, an audio engineer, and a music composer or sound designer. I pay people who can mix, master, add sound design, and write music for our narrative podcasts more than I pay people who rough edit interviews or pull raw selects. I also handle different budgets based on the client we’re helping and the value we’re creating for them.

Having a foundational sense of your abilities and worth in a given market or role will help you understand what to charge. Take the following into account:

• Your skill level.
• Your credentials and expertise.
• Your credibility and testimonials.
• Your team (if you have one).

Understand how to charge.

There are a lot of resources online that talk about how to set rates in much more detail than what I’m going to offer here. It’s a much bigger topic than just podcasting. However, here are a few tips to help you decide on your price.

• Compete on value, not price. There will always be competitors who charge less (and more) than you. Instead of focusing on the cost of others or allowing your prospect to haggle on price, focus on the value that your work delivers and be ready to prove it.
• Focus on the result and the audience. Clients aren’t paying you to just edit a podcast. They are paying you to take care of a pain point or achieve a result, and if you specialize in their niche, it will earn you plus points. Keep that in mind.
• Be clear about what you do. Review the Podcast Taxonomy and understand what role you fill. You’ll attract more of the right clients by properly marketing yourself.
• Avoid charging hourly. It’s important to understand how long a job takes you but try not to charge by the hour. When you charge by the hour, you are penalized for improving and becoming more efficient because you’re able to do the job better and faster. Instead, try to charge flat rates like by the episode or the season instead.
• Charge more than you think. Most of us charge less than we should. For example, if you are really busy, you probably have a high demand. Raise your rates to a point where you’re at least a little uncomfortable, and see how new clients respond. This will help you find better quality clients and earn more money.
• Hearing “no” is okay. This one is simple. If everyone you pitch to is saying yes, your rate is too low, and you’ll probably end up with some clients you don’t like working with.
• Price fairly. Despite what I said above, you need to be fair. As an employer, I try to find a balance between paying fairly and being charged fairly. If a person’s rate is too high or the quality of their work isn’t up to the expectations, I will find someone else to do the job.

Other resources for pricing your services.

Profit First by Mike Michalowicz is a super helpful book on pricing and profitability. The Futur’s Pricing Design Work & Creativity and Stop Charging Hourly are two excellent videos on the philosophy of pricing.

Wrapping it up.

There is no “right price” when it comes to creating a podcast. The situations and variables are plenty. Regardless, I hope this article gave you a better sense of what to expect. Prices can vary a lot. It’s important to trust the people you’re going to work with and have a sense of what you can spend before you get started.

If you have any questions, feel free to reach out via our contact form or connect with me directly on LinkedIn. Last, if you’re looking for a production partner and like what you’re seeing, check out our services page to see if we’re a good fit.