Why Monetizing a Podcast Too Early Can Backfire

So, you’ve got a podcast (or you’re gearing up to hit “publish” for the first time), and you’re ready to start making money from it. Like, yesterday. Podcasts aren’t cheap or easy to produce, and while some people start podcasts because they’ve got extra time on their hands, for most of us, monetizing is part of the plan.

If that sounds like you, you’re not alone. Most podcasters are laser-focused on turning their show into a money-maker as soon as possible. But here’s the truth: this “monetize now” mindset is doing you more harm than good. My friend Kevin Chemidlin, host of Grow the Show, knows a thing or two about podcast success, and he’s joining me inside this episode to explain why rushing to monetize a podcast can actually backfire—and how holding off can position your podcast for bigger profits and a stronger, more engaged audience.

While this might sound completely counterintuitive (and maybe a little frustrating), Kevin’s perspective makes a lot of sense, and it could completely change how much revenue your podcast generates in the long run.

The Problem with Monetizing a Podcast Too Soon

Jumping into podcast monetization too early is one of the most common mistakes podcasters make. When you’re eager to start making money, it’s easy to fall into the trap of scrambling for sponsors, pushing products that don’t fully align, or throwing affiliate links into your episodes. But if your audience isn’t engaged—or if your podcast doesn’t have a strong foundation—none of it will work.

The bigger issue? Rushing to monetize a podcast can lead to decisions that prioritize short-term cash over long-term growth. Kevin sees this happen all too often. “Podcasters get so focused on making money right now that they end up making choices that hurt their show,” he says. These quick-fix decisions—whether it’s inserting poorly aligned ads or pushing irrelevant products—can ultimately alienate your audience, making it even harder to grow your podcast (and your revenue) as a whole.

Build the Audience, Then Monetize It

Rushing to monetize a podcast often skips the number one thing you need before you can monetize: an audience that actually trusts you. Successful podcast monetization isn’t about slapping on ads and hoping for the best. It’s about understanding your audience on a deeper level: what they need, what they care about, and what they’re already spending money on.

“Your audience is already spending money on products and services that solve their problems. The key is figuring out how you can fit into that equation,” Kevin explains.

“The longer you wait, the more you can build trust and create demand,” Kevin adds. That means focusing on delivering valuable content and establishing your authority in your niche. As you do, your audience will naturally start to tell you what they want.

When listeners begin asking for your recommendations—whether it’s tools, services, coaching, or products—that’s the moment you know you’re ready to monetize your show. “It’s about letting the demand come to you,” Kevin says. “Your audience will essentially tell you how to monetize them if you’re willing to listen.”

Why Podcast Growth Comes Before Monetization

So instead of asking, “How can I monetize my podcast?” Kevin suggests reframing the question to, “What does my audience actually want to buy?” Sure, you might be able to sell something to your small audience now, but what happens when those 100 people have bought everything you’re offering? You’ll end up constantly creating new offers just to keep making a few bucks, and before long, your audience will experience offer fatigue and stop buying.

Instead, Kevin recommends focusing on growth first. Turn those 100 listeners into 1,000 or more. With a steady stream of new listeners discovering your show each month, you’ll always have fresh opportunities to monetize. 

“Growth gives you options,” Kevin says, “and options lead to sustainable revenue. Podcast monetisation isn’t just about making a quick buck. It’s about building a podcast that continually brings in new listeners and new opportunities month after month.”

3 More Things Your Podcast Needs Before You Can Successfully Monetize It

If you want your podcast to bring in revenue, there are three non-negotiables you need to have in place. Kevin breaks them down like this:

1. A Clear Premise: If your show’s focus isn’t immediately clear, attracting the right listeners becomes almost impossible. “Your audience needs to know exactly what your podcast is about and why it’s worth their time,” Kevin explains. Without a clear premise, potential listeners won’t press play.
   
2. An Engaged Audience: It’s not about big download numbers, it’s about building a strong core audience that keeps coming back. Like Kevin points out, “You can’t monetize a disengaged audience.” High listener engagement makes monetization possible.
   
3. Consistent Content: You already know that consistency builds trust, and trust is what gets people to buy. “Consistency signals to your listeners you’re serious about serving them,” Kevin adds. But if you’re not showing up regularly, it’s going to be difficult to turn those listeners into leads and clients.
   
   

Tracking ROI: The Real Numbers Game

Forget downloads. If you’re here to monetize your podcast, the goal is to understand how your podcast drives those sales. Once you have this data, you can tweak and optimize your content to bring in more revenue.

1. Ask Your Audience: On your sales calls or in client emails, ask how people found you. If they mention your podcast, it’s a clear indicator that your show is doing its job. “When people tell you, ‘I’ve been listening to your podcast,’ you know the trust-building is working,” Kevin says.
   
2. Use UTM Tracking: This might sound technical, but it’s easier than you think. UTM tracking (Urchin Tracking Module) allows you to track where your leads are coming from. For example, if someone signs up for your email list or books a call after hearing a podcast episode, UTM tracking helps you see exactly where that person is coming from.
   
   

Building a Podcast That Pays Off

Podcast monetization isn’t an overnight win—it’s the result of strategy, growth, and a deep understanding of your audience. As Kevin puts it, “When you focus on building trust and delivering consistent value, monetization becomes a natural next step, not a forced one.”

The reality is, monetizing a podcast too soon can derail your podcast’s potential. But by prioritizing growth, creating a clear premise, staying consistent, and engaging your audience, you’re setting yourself up for sustainable success. And when you track your results, you’ll have the data to show exactly how your podcast is driving revenue.

Remember, your podcast isn’t just a platform—it’s a relationship builder. The stronger the trust with your audience, the easier it becomes to monetize your podcast without feeling salesy. So instead of rushing to monetize, ask yourself: What can I do today to create value for my listeners and build that trust?

Because when you approach podcasting this way, the revenue doesn’t just show up—it scales.

And if you want to dive even deeper into the psychology of building a highly engaged audience of listeners who can’t wait to buy from you, hit “Follow” for Insider Secrets to a Top 100 Podcast on your favorite podcast app so you never miss a new episode.

Or if you’re an established coach, consultant, or creator who’s ready for a proven strategy to build a bingeworthy top podcast that grows your audience and your business, book a free strategy call with our team to find out if you’re a fit for PodLaunch® — we’d love to help you.

Up Next:

So you’ve been sharing your podcast, emailing your list, and showing up consistently—but your show is still stuck under 100 downloads an episode. Frustrating? Absolutely. But there are only a few key reasons why podcasts don’t grow, and once you know how to pinpoint the problem, you can fix it. In the next episode, I’ll show you exactly how to diagnose what’s keeping your podcast from getting discovered, and how to make it the obvious choice for listeners who are looking for exactly what you have to offer. Don't miss it!