How Much Does a Video Podcast Cost?

September 30, 2024

Podcasting is already a staple in today’s online media world – and the incorporation of video into the technology is a game-changer. Whether you’re an aspiring podcaster looking to break into the biz or someone who’s been running the audio side as a full business for some time, you’ve probably also considered upgrading your podcast to include video.

And just as much, you’ve wondered how much a video podcast actually costs compared with the traditional audio version.

Whether you’re starting out or evolving your existing podcast, understanding podcast production costs – whether audio-only or video as well – is crucial to planning and budgeting effectively.

First, let’s understand where all of this comes from. Namely, what’s going on with video podcasting and why is it so popular?

The Growing Trend of Video

Recent trends underscore the growing importance of video in podcasting. Spotify reported earlier in 2024 that its platform now hosts over 250,000 video podcasts – up from 100,000 the previous year.

This surge isn’t just a fluke nor it is just a growing supply – it reflects a growing demand from audiences. A 2023 Morning Consult study revealed that nearly one-third of podcast listeners in the United States actually prefer video-supported podcasts, and this number goes up with regular listeners as opposed to those who just tune in occasionally.

We know what makes a video podcast work for your business. Want to learn more? You’re in luck — subscribe to the B2B Growth newsletter for the 2025 State of Video Podcasting Report, coming mid-October.

So, two questions: first, why add video? And second, why do podcast audiences like video so much? Let’s tackle these one at a time.

Why add video?

First, video podcasts allow creators to connect with their audience at a deeper level by adding visual elements to the content. There’s a real authenticity in visual emotions, non-verbal cues and expressions that make the content feel more personable and relatable – much more so than audio-only.

Another video benefit is the option to repurpose content across different platforms such as YouTube or Vimeo, both of which are equipped with powerful, loyal user bases and advanced search algorithms. You can broaden your reach to new listeners, and increase your overall visibility and brand recognition. It also broadens monetization of your podcast through visual ad sales and product placement opportunities.

Why do audiences like video?

What about audiences? For those consuming the content, a visual accompaniment equates to a more immersive experience. Likewise, visual aids, on-screen text and other aspects boost the understanding of the content – making your podcast more accessible to a wider audience.

Plus, your content will stay with your fans for a longer period – a University of Iowa study found that people remember visual content better than they do auditory information.

Podcast Production Costs: The Different Levels of Podcasting

There’s another impact: cost. Adding visual elements requires more sophisticated equipment, software and distribution. Let’s get to that now.

Podcasting comes in numerous shapes and sizes. Whether you’re just running a hobby speaking to family and friends or a seasoned professional with tens of thousands (millions?) of listeners, the costs can vary widely. Let’s start at the hobby level.

1. Hobby Podcasting

If you’ve just scribbled some podcast ideas down on a napkin with a friend and you’re now ready to start, you want to keep things simple and affordable. Focus on basic setups that allow you to tinker and learn as you go without breaking the bank.

Equipment

To start a hobby podcast, your basic needs are a microphone, headphones and a computer. Affordable options like the FIFINE USB Podcast Microphone ($59.99) and Panasonic Headphones ($16.99) will do the trick. These tools provide adequate sound quality for someone just starting out.

Most computers, especially laptops, will come equipped with a webcam that will provide decent video quality. Alternatively, investing in an inexpensive webcam such as the Logitech HD Webcam C310 ($29.67) will meet your needs just fine.

Software

You don’t need to open up the vault for expensive software. Free options like GarageBand (for iOS users) or Audacity (for PC users) are popular choices. Podcastle is another user-friendly option that offers basic editing features for free, with advanced features in its premium plan for $11.99 a month.

Hosting & Distribution

Once your podcast is ready, you’ll need a platform to host and distribute it. Buzzsprout is a great option to get started, offering free and inexpensive plans with a simple, easy-to-use interface. Check out our guide on the best podcast hosting platforms for a more detailed breakdown of hosting options.

Miscellaneous Costs

Since it’s hobby podcasting, you likely won’t need to absorb too many miscellaneous costs involved in your podcast. Some expenses might include pop filters, mic stands and cables, which improve sound quality and recording stability. Additionally, investing in backup storage, whether via an external drive or cloud storage, ensures your recordings are safely preserved.

2. Semi-Pro Podcasting

You aren’t quite at the hobby level, but you’re not a slick professional either. You’re somewhere in between – someone who needs higher-quality production to enhance your content and reach a broader audience. Maybe it’s a side gig.

A step up from hobby podcasting but not outright professional, semi-pro podcasters typically aim for higher quality production than those just doing it as a hobby. They often incorporate video to enhance their content and reach a broader audience.

Equipment

At this stage, upgrading your gear is essential. A good microphone like the Audio-Technica ATR2100x-USB ($79), paired with LyxPro HAS-10 headphones ($44.99), ensures professional sound quality.

For video, a slick camera such as the Canon EOS Rebel T7 DSLR Camera ($479) will help you produce high-quality visuals.

Software

Semi-pro podcasters may also want to invest in more robust software. Squadcast ($12 per month for the ‘hobbyist’ package, $24 for ‘creator’) and Riverside ($15 per month for standard, $24 for pro) are excellent for recording remotely. And Alitu ($38 per month) simplifies editing and production with podcast-specific features. These platforms offer more storage and better quality than basic, free software.

Hosting & Distribution

For broader distribution and audience reach, consider platforms like Spotify and Podbean ($9 a month for audio only, $29 for video and audio). These platforms offer advanced analytics and a larger audience base, which is crucial as you grow your podcast.

Miscellaneous Costs

Beyond the essentials, semi-pro podcasters might spend on a range of miscellaneous costs. These can include marketing and promotional expenses to increase podcast visibility such as paid social media ads, Google Ads, influencer collaborations, sponsorships or even a marketing consultant.

Other examples can include expenses related to guest appearance fees, professional services such as branding/design/editing and website hosting, and merchandising.

These additional costs can vary, but they’re important for gaining traction in a crowded market.

3. Professional podcasting

For those ready to go all-in in a full-time capacity, professional podcasting is where you prioritize top-tier equipment, software and services. This is where you want to deliver the highest quality content – and this will require a significant budget. You’re in with the big kids here, so leave no stone unturned.

Equipment

Professional podcasting typically involves a studio setup. High-end equipment like the AKG Pro Audio Lyra Ultra-HD microphone ($99) and Sennheiser HD 280 Pro headphones ($129) are standard for this level.

For video, invest in multiple cameras to capture different angles, along with professional-grade lighting to ensure your visuals are as crisp as your audio. Don’t cheap out here – you want your visuals to look crisp and slick, as if produced in Hollywood.

Software

Top-tier software like Adobe Audition ($22.99 per month) is essential for professional-grade audio editing. These platforms offer advanced features that cater to the needs of serious podcasters who require flexibility and control over their content.

Hosting & Distribution

Professional podcasters often opt for hosting platforms like Transistor ($49 monthly for the Professional level, $99 for Business) or Castos (same pricing).

These allow for unlimited uploads and offer advanced features such as private podcasts and detailed analytics – again, you want limitless options if you’re going to be doing podcasts on a regular basis, and you want to be able to monitor your audience’s consumption habits.

Miscellaneous Costs

Expect to budget for professional marketing and promotional services – as above, you want your podcast to reach the widest possible audience. You might invest in a marketing team or agency to manage all aspects of promotion, including social media strategy, content marketing, email and newsletter campaigns and paid advertising.

Public relation efforts such as press releases and media outreach are also worth investing in for coverage in industry publications and mainstream media channels.

No one is an island at the professional level. You’ll need a team. This team may include producers, sound engineers, video editors, graphic designers, writers, researchers and many other positions that contribute to a high-quality podcast.

Other expenses may include equipment and studio rental, distribution costs, guest and licensing fees, legal considerations and much more. Remember, you get what you pay for – and a professional-quality podcast will require professional-level investment.

How Much Does a Podcast Cost?

Here’s a quick recap of the estimated costs for each level:

1. Hobby Podcasting

Computer/Laptop: $0 - $800
Microphone: $40 - $60
Headphones: $20 - $30
Miscellaneous Equipment: $10 - $20
Webcam: $50 - $80
Recording/Editing Software: $0 - $12/month (Free options available)
Hosting Platform: $0 - $12/month (Free plans may have limitations)
Total Estimated Cost (computer/laptop excluded): $130 - $250

2. Semi-Pro Podcasting

Computer/Laptop: $0 - $800
Microphone: $60 - $100
Headphones: $30 - $50
Miscellaneous Equipment: $20 - $40
Webcam: $80 - $150
Camera: $300 - $500
Recording/Editing Software: $10 - $40/month
Hosting Platform: $9 - $30/month (Video and advanced features may increase cost)
Total Estimated Cost (computer/laptop excluded): $509 - $1,720

3. Professional Podcasting

Computer/Laptop: $0 - $800
Microphone: $100 - $150
Headphones: $70 - $130
Miscellaneous Equipment: $30 - $70
Webcam: $100 - $200
Camera: $500 - $1,500
Lighting: $200 - $500
Recording/Editing Software: $20 - $40/month
Hosting Platform: $50 - $100/month (Advanced features and analytics)
Total Estimated Cost (computer/laptop excluded): $1,070 - $3,690

Hiring a podcast agency

Does all this seem like a bit much? Perhaps you’d rather focus your energy on the actual content in a podcast and leave all the hassle of production for others to do. That’s where hiring a podcast agency can be a wise investment. Agencies like Sweet Fish offer a comprehensive range of services for those just starting out, those at the semi-pro level and those who do it full-time. These services can range from equipment to studio access, editing, distribution and much more.

Going the agency route can take a lot off your plate. You’ll have a team of dedicated professionals who can streamline the production and distribution process, ensuring your podcast is peak quality without requiring significant investment in equipment and software.

When looking for podcasting support, it’s important to know that agencies come in various forms, each tailored to different needs. Here are five types of podcasting agencies to consider:

1. Podcast Production Agency

These agencies specifically focus on the technical aspects of podcasting. They help with equipment setup, sound editing and post-production tasks including mixing, noise reduction and uploading episodes. If you need hands-on help with recording and sound quality but you’re comfortable with managing the content itself, this is your best bet.

2. Podcast Booking Agency

You guessed it – these agencies focus on booking guests for your podcast. They’ll take care of everything from finding the right kind of guests to scheduling the interviews, and following up to ensure everything is buttoned up smoothly. They’re basically talent agents, bringing experts and influencers to your show and ensuring your guest slots are always filled.

3. Podcast Creative Agency

This type of agency brings a more holistic approach – they’ll support you in the different elements of a podcast including content planning, branding, basic production and other elements. Rather than outsourcing specific operations, this agency supports you in shaping the overall concept and sound of your show.

4. Podcast Advertising Agency

You’ve got everything else figured out – but getting the word out about your podcast is a whole other beast. That’s where a dedicated advertising agency can be valuable, connecting your podcast with advertisers and managing all aspects of ad creations and placement. This agency will identify other shows that align with your target demographic, manage the creative process for ads, and measure the success of each of your campaigns.

5. Full-Service Podcast Agency

If you have the budget, it may be worth it to invest in a full-service agency to cover everything including ideation, branding, production, advertising and marketing, guest coordination and everything in between. When you outsource all the aspects of your podcast to an agency that provides end-to-end services, you can squarely focus on the most crucial aspect of a successful podcast: the content itself.

Making Money Podcasting

OK, enough talk about expenses. You need to recoup some of that cost, and ideally, make money in your podcasting venture. Fortunately, there are many ways you can monetize your podcast. Here’s a look at a few tangible strategies:

1. Sponsorships and Advertisements

Partner with companies relevant to your audience. For instance, if your podcast is about technology, you could secure sponsorships from tech brands like Logitech or Intel. You can also take advantage of programmatic ad platforms such as Acast to insert dynamic ads into your episodes – this is particularly effective once you have a large and dedicated audience.

2. Exclusive Access

You can offer tiered options for your podcast – offer some episodes for free, and a paid option to access “all” your content. Do this on platforms such as Patreon or Supercast where listeners pay for exclusive content, ad-free episodes or early access to newly released episodes – and you get a cut of that income.

Exclusive access to your content can also be provided via a private community or bonus material through a membership site such as Memberful or Podia.

3. Merchandise Sales

No matter what level your podcast is at, you likely have a brand. Put your brand logo on T-shirts, mugs or stickers and sell them to your fans. You can avoid the hassle of production and distribution using platforms such as Spring or Redbubble.

Likewise, you can create limited-edition merch for your most dedicated fans – which can be promoted via your podcast and social media.

4. Crowdfunding and Donations

Use Kickstarter or Indiegogo to raise funds for special projects in your podcast – including dedicated seasons or themes. If you have a solid fan base, they’ll be more than happy to invest directly in your podcast to see more of it.

If your podcast is focused more on philanthropic themes or raises awareness for non-profit causes, you can invite your audience to support you directly with one-time or recurring donations using tools such as Buy Me a Coffee or Ko-fi.

5. Affiliate Marketing

You can earn commissions on sales made through your podcast using referral links. For example, a cooking podcast might promote kitchen items using affiliate links to Amazon or a technology review podcast can provide options to purchase items being reviewed in that podcast.

Following on that last example, endorsements promoting companies with services relevant to your podcast theme can be valuable. For example, a podcast on personal finance management can promote finance software or apps for a placement fee.

6. Live Events and Tours

Podcasts don’t always have to be recorded. You can host livestreamed podcasts or events and sell tickets to your audience whether in-person or virtually. Use platforms such as Eventbrite to manage the event details and ticket sales.

Another option: many full-time podcasters and influencers go on tour to different cities to record episodes or host sessions – and charge tickets for attendance. They can also work with local sponsors.

7. Online Courses and Workshops

Many people tune into your podcast not only because it’s interesting, but also because it’s informative. You can create and sell online courses or workshops related to your podcast’s theme – for instance, if you have a podcast focused on marketing best practices, offer a course on digital marketing strategies via Udemy or another platform.

8. Book Deals and Speaking Engagements

Your podcast doesn’t have to be the only content you offer to your fans. Leverage the content of your podcast to write a book or e-book which you can publish via Amazon’s Kindle Direct Publishing or another self-publishing portal, and market that to your audience. If you’ve established yourself as a thought leader or expert in your field, you can use your podcast to secure paid speaking engagements or consulting opportunities in your industry.

Don’t think of your podcast as a single stream – think of it as a core asset that you can monetize in numerous channels and formats. If you diversify your revenue streams and tailor your approach to your podcast’s niche, you can turn your passion project into a wholly profitable machine.

Getting Your Podcast Started

Ready to dive into podcasting? Learn more about the 7 essential services your podcast agency should offer and take the first step toward launching a successful podcast.