Podcast Summary: Grow The Show

Episode 243 | How to Monetize Any Podcast (Even With a Small Audience)

Host: Kev Michael
Date: November 4, 2025

Episode Overview

In this episode, Kev Michael tackles one of the most sought-after topics in podcasting: monetization. He challenges the conventional wisdom around sponsorships and audience size, offering a fresh and actionable framework for turning any podcast—no matter how niche—into a profitable venture. Kev draws on his experience coaching over 500 podcasters to reframe the monetization question, laying out practical strategies and mindset shifts that can unlock revenue even for smaller shows.

Key Discussion Points & Insights

1. Reframing the Monetization Question

Kev begins by critiquing the typical question, “How do I monetize my podcast?”

• Why This is the Wrong Question:
  • The term “monetize” is too vague and abstract (02:00).
  • Podcasters often don’t know what specific result or process they’re seeking (04:30)
• A Better Approach:
  • Inspired by Tony Robbins: “If you want better answers, ask better questions.” (01:40)
  • Clarify: Do you want ad revenue? Sponsorships? Listener payments?
  • Memorable quote:
    • “Monetize is an abstract word that doesn’t mean anything. A better question to ask is, how do I set something up where I influence this audience to buy something and I profit when they buy that thing?” (32:12)

2. The Myth of the 10,000 Download Threshold

Kev busts the industry myth that you need 10,000 downloads/episode to make money.

• Key Points:
  • This number is arbitrary and often repeated without context. (14:20)
  • Kev’s own shows have rarely hit that mark yet are highly profitable. “My shows have been unbelievably niche. My first show was about the city of Philadelphia, and my second show is for podcasters… podcasting has generated millions of dollars for me.” (16:12)
  • The real key: convincing one sponsor your audience can deliver them sales.

3. The Only Way to Monetize a Podcast

Kev distills all monetization models down to one core principle:

• Every path—sponsorships, affiliates, selling your own products—works ONLY if listeners buy something. (19:00)
  • Sponsors: Pay you in advance, expecting you’ll convince listeners to buy their products.
  • Affiliates: Pay you a cut only after your listeners buy through your links.
  • Direct Sales: Your audience pays you directly for products or services (courses, events, memberships, merch).
• Memorable quote:
  • “Every single form of monetization is you get your listeners to buy stuff and you get a cut of those things.” (25:40)

4. Sponsorships: The Hidden Work

Kev gives a reality check about sponsorships:

• It’s a full-time job to acquire, pitch, manage, and retain sponsors, especially if your show isn’t massive.
• You must keep both your sponsors and your audience happy, which can be conflicting interests. (28:10)
• If your audience doesn’t deliver sales, sponsors will leave.

5. Direct Monetization: The Most Lucrative & Simple Approach

• Cut out the middleman: Create something your audience wants and offer it directly (21:45).
  • Examples: Live events, online courses, memberships, workshops, coaching.
• For niche shows, this is often more lucrative than chasing sponsors.
• Kev’s recommendation: “I generally recommend for most people…the way that is way simpler and makes you way more money that you get to keep, is very simply, your audience pays you. We skip the middleman.” (20:30)

6. The ‘Pay to Appear’ Guest Model

• Charging guests to be on your show isn’t outside the core rule; it’s just another form of sponsorship—guests pay for access to your audience, hoping to sell their products.
• All monetization paths still require understanding and influencing listener purchase decisions. (24:50)

7. Readiness & Audience Understanding Precedes Monetization

• Don’t rush into monetization before understanding your audience deeply and seeing consistent growth.
  • If your audience is stagnant, you’ll quickly exhaust their willingness to buy. (34:10)
• “If you don’t understand your audience well enough where you can answer that question and you can say, oh, I know that my audience buys these things, then you don’t have a good enough understanding of your audience to build a business around.” (35:15)
• A growing audience means you can continually monetize without exhausting your base.

8. Market Research: Let Your Audience Lead You

• Once your show is gaining new listeners, they’ll tell you what they want to buy:
  • “People tell you how to monetize them.” (37:45)
• Listen for questions, requests, and direct feedback in emails, comments, and DMs.
  • If you need to, ask them directly: “What products or services do you pay for? Are you happy about them? What do you wish existed?” (39:01)
• Examples:
  • Fitness show listeners asking about supplements = affiliate opportunity.
  • Business show listeners asking about conferences = sponsorship or direct partnership.

Notable Quotes & Memorable Moments

• [01:40] Kev: "If you want better answers in your life, ask better questions." (Recalling Tony Robbins)
• [17:20] Kev: “I have never gotten a podcast of my own that’s gotten more than 10,000 views... podcasting has generated millions of dollars for me in my career.”
• [25:40] Kev: “Every single form of monetization is you get your listeners to buy stuff and you get a cut of those things.”
• [32:12] Kev: “Monetize is an abstract word that doesn’t mean anything. A better question to ask is, how do I set something up where I influence this audience to buy something and I profit when they buy that thing?”
• [35:15] Kev: “If you don’t understand your audience well enough where you can answer that question... then you don’t have a good enough understanding of your audience to build a business around.”
• [37:45] Kev: “People tell you how to monetize them.”

Timestamps for Important Segments

• 00:00 – 03:00 — Introduction & why “How do I monetize?” is a limiting question
• 03:00 – 07:30 — Breaking down what podcasters really mean by ‘monetize’
• 10:20 – 17:00 — The 10,000 downloads myth & Kev’s personal experience
• 19:00 – 27:00 — The universal monetization principle; sponsors, affiliates, direct
• 27:00 – 31:30 — Challenges of sponsorships & the case for direct monetization
• 33:00 – 36:00 — Why understanding your audience and growth come first
• 37:30 – 40:30 — Letting your audience show you monetization pathways

Actionable Takeaways

• Reframe your mindset: Don’t ask ‘How do I monetize my podcast?’ Instead, ask ‘How can I influence my audience to buy something—and profit from that?’
• Forget arbitrary numbers: You don’t need 10,000 downloads to make money.
• Build audience understanding & growth first: Monetization is only sustainable when your podcast continually attracts new listeners and you know what they want.
• Focus on solving audience problems: The most reliable income streams come from creating products/services that directly serve your audience’s needs and desires.

Tone & Style

Kev combines motivational coaching with hard-won practical insight, debunking common myths in a conversational and encouraging manner. He foregrounds honest, realistic expectations, and actionable strategies for new and seasoned podcasters alike.

If you haven’t listened to this episode, you’ll come away understanding why monetization isn’t about sponsors or reaching an arbitrary audience size: it’s about serving and knowing your listeners deeply, and shaping your business around what they’re eager to buy.