For many podcasters, monetization feels like the final frontier.
It’s easy to assume that the only real way to make money is through sponsorships or advertising.
But the truth is, relying solely on those traditional methods can limit your growth, and may even derail your momentum if they don’t pan out.
In Episode 4 of Season 3 of Become a Podmaster™, we explore alternative, sustainable monetization models that go beyond the usual sponsorship pitch.
We spoke to experienced voices in South African podcasting, including members of the South African Podcasters Guild (SAPG) and Solid Gold Podcasts and Audiobooks, to get their take on what actually works – and what to avoid.
Advertising is often seen as the holy grail of podcast income.
But as Gavin from Solid Gold puts it: “Why build a business on ads that people are just going to skip?”
With streaming platforms and PVRs giving people the power to avoid ads entirely, the value of traditional audio sponsorships is eroding.
That doesn’t mean you can’t make money.
It just means you need to look at smarter, more audience-centered ways of doing it.
Here are five key strategies we unpacked in the episode:
Think T-shirts, mugs, stickers, yes, but only if your audience actually wants them. Don’t print 1,000 shirts just to have them gather dust in your garage. Build merch offerings around your audience’s passion and loyalty.
Platforms like Patreon allow you to offer bonus content, early access, or behind-the-scenes episodes. But the bar is high. Listeners must already feel like they’re part of something special. Start with building loyalty—then ask for support.
From meetups to workshops to full-blown stage shows, podcast events create new revenue streams and deepen your community engagement. Think of your podcast as a launchpad for real-world experiences.
Many podcasters generate revenue outside the podcast, by using it to promote their coaching services, consulting, books, or courses. If you’re an expert in something, your podcast can be a platform that builds trust and draws clients.
Another avenue? Use your podcasting know-how to produce shows for other people or brands. As one SAPG guest put it, “Everyone can create a branded show, if they know who they’re creating it for.”
The episode also lays bare the challenges.
Monetization takes time, planning, and a deep understanding of your audience.
Launching a Patreon too soon, pushing products no one asked for, or making promises you can’t keep.
These are all ways to lose trust and energy fast.
It’s not about chasing money.
It’s about building something valuable enough that others are willing to support it.
One recurring theme in the episode is control.
Your audience on social media or YouTube isn’t your audience – it belongs to the platform.
That’s why it’s critical to:
Build a mailing list
Own your website
Diversify your revenue streams
As Jonathan from SAPG says, “Podcasting hasn’t fully solved the monetization problem yet. But the most successful shows are the ones that think beyond the mic.”
If there’s one takeaway from this episode, it’s this:
Your podcast doesn’t have to be the product. It can be the platform.
Whether you monetize through merch, memberships, events, or by promoting your own services, the key is to be intentional.
Find a model that fits your strengths and your audience, and build from there.
Your voice is your brand. Your podcast should sound like it.
We help creators, coaches, and businesses make shows that stand out – for the right reasons.
Book a free consultation and let’s build something powerful.
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Most new podcasters start with the wrong question: “What equipment do I need?” This article flips the script – showing why story, format, and audience matter far more than gear. Packed with real-life examples, practical tips, and a few hard truths, it’s your guide to starting smart and avoiding podfade.
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