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Podcast ad revenue calculator
Estimate what your show earns from ad reads, from downloads per episode, ad slots and the CPM you can charge.
What downloads pay for one episode
| Downloads | Estimate |
|---|---|
| 1k downloads | $30 |
| 10k downloads | $300 |
| 100k downloads | $3,000 |
| 1M downloads | $30,000 |
One episode, not a month. Defaults on this page: 2 ad slots, $25 CPM, 60% of slots sold. There is no second official rate, so each cell is that single figure.
Podcast ad revenue by show size: worked examples
Podcast ad income grows with downloads, but not smoothly. The calculator applies the same CPM at every size, which is a fair starting point, though in practice small shows often struggle to sell slots at all and large shows can charge a premium. The table keeps the defaults (four episodes a month, two ad slots, a $25 CPM, 60% of slots sold) and changes only the downloads.
CPM depends mostly on how the ad is delivered. Host-read mid-rolls, where you read the script in your own voice, are commonly quoted somewhere around $18 to $50 per 1,000 downloads. Programmatic or dynamically inserted ads, placed automatically by your host or a network, usually pay less per 1,000. Niche and professional audiences sit at the top of the range.
Sell-through is the number new podcasters most often overestimate. Advertisers like to buy several episodes at once and often wait until a show has a track record. If you are just starting to sell, a sell-through well below 100% is the safer planning figure, and the calculator shows how much of your estimate depends on filling the rest.
Smaller shows often earn more from other deal types. A cost-per-acquisition deal pays per listener who buys with your code or link, which suits a small, loyal audience. A flat monthly fee from one sponsor is simpler to sell than slots priced by CPM. Listener memberships can also out-earn ads for shows with a few thousand downloads per episode or fewer.
Advertisers decide quickly, so put the numbers they ask for on one page: average 30-day downloads per episode, release schedule, listener countries, audience profile if you have survey data, ad formats and prices. Quoting each slot from a clear CPM makes it easy for a buyer to compare your show with others in their plan. Update the page every quarter, because a growing show that still quotes last year’s downloads is undercharging.
If you work through an ad network, it keeps a share in exchange for finding advertisers. Enter the CPM you receive after that share, not the rate the advertiser pays.
| Downloads per episode | Per episode | Per month | Per year |
|---|---|---|---|
| 1,000 | $30 | $120 | $1,440 |
| 5,000 | $150 | $600 | $7,200 |
| 10,000 | $300 | $1,200 | $14,400 |
| 25,000 | $750 | $3,000 | $36,000 |
| 50,000 | $1,500 | $6,000 | $72,000 |
How it works
Podcast ads are priced per 1,000 downloads (CPM), per ad slot. Revenue per episode = downloads × slots × CPM ÷ 1,000, then multiplied by the share of slots you manage to sell.
Use downloads in the first 30 days after release: that is the number advertisers ask for.
Host-read ads usually earn a higher CPM than programmatic ones, and a niche audience can charge more than a broad one. Put in the rate you can actually get, not the one you hope for.
Questions
What is sell-through?
The share of your ad slots you actually sell. Few shows sell every slot every week, so leaving this below 100% gives a more honest estimate.
Pre-roll, mid-roll, post-roll?
Mid-roll slots usually sell for more than pre-roll, and post-roll for less. If your prices differ, run the calculator once per slot type.
How many downloads do you need to get podcast sponsors?
There is no fixed minimum, but many advertisers and networks look for at least a few thousand downloads per episode before buying CPM-based ads. Below that, affiliate deals, cost-per-acquisition deals and sponsors from your own niche are easier to land. A clearly defined audience matters as much as size.
How much does a podcast make per 1,000 downloads?
With two ad slots at a $25 CPM, fully sold, an episode earns $50 per 1,000 downloads. At 60% sell-through it earns $30. Change the slots, CPM and sell-through in the calculator to see your own figure.
What is the difference between host-read and programmatic ads?
A host-read ad is read by you, usually in your own words, and listeners tend to trust it more. A programmatic ad is a pre-recorded spot inserted automatically by your host or network. Host-read ads usually earn a higher CPM but take more of your time to sell and record.
Which download numbers should I give advertisers?
Average downloads per episode within 30 days of release, across recent episodes. Use your host’s statistics, ideally from a host whose measurement follows the IAB podcast measurement guidelines, since many advertisers expect that. Leave out lifetime downloads of old episodes.
What is a CPA podcast deal?
Cost per acquisition: the advertiser pays you for each listener who signs up or buys with your code or link, rather than per 1,000 downloads. It can pay well with a loyal audience but moves the risk onto you. Some deals combine a small flat fee with a per-sale bonus.