The Real Money in Podcasting Isn’t Views—It’s Community
We are launching an exciting new platform in April 2026 called Merrick Studios+. The following is an article from that subscription platform that is just too good not to share here too. Enjoy the read and stay tuned for Merrick Studios+ – your backstage pass to more culture, more content and more access.
Podcasting has exploded over the past decade. According to Edison Research, more than 40% of Americans now listen to podcasts monthly, and the global podcast industry is projected to exceed $130 billion by 2030. Yet despite the growth, most podcasts never generate meaningful revenue.
On a recent episode of Unglossy, producer and media strategist Don Vito offered a perspective that challenges the way many creators think about monetization.
At first glance, that might sound counterintuitive. After all, the common advice in podcasting is to grow your audience, increase downloads, and eventually land sponsorship deals. But the reality is that most advertisers look for shows with 10,000+ downloads per episode before even considering ad placements.
For many podcasts, that threshold can take years to reach—if they reach it at all.
The Problem With the Traditional Model
Most creators build their shows on platforms like YouTube, Spotify, and social media. These platforms are powerful distribution tools, but they also come with a major limitation: the audience ultimately belongs to the platform.
Algorithms change. Accounts get restricted. Platforms disappear.
As Vito put it on the episode:
“You can’t build on borrowed land.”
That’s why many creators are starting to rethink the business model behind their podcasts.
The Community Model
Instead of relying solely on advertising revenue, Vito advocates for building direct relationships with listeners through paid communities.
The math is surprisingly simple.
If a podcast reaches 20,000 monthly listeners and just 1% of that audience joins a paid membership community at $99 per month, that’s 200 members generating nearly $20,000 in recurring monthly revenue.
That’s a six-figure business built on a relatively modest audience.
And the model is becoming increasingly common across the creator economy. Platforms like Patreon, Substack, and YouTube Memberships have proven that audiences are willing to pay for deeper access, exclusive content, and insider conversations.
Why This Matters for Podcasters
Podcasting is entering a new phase. With millions of shows now available, the barrier to entry has never been lower—but building a sustainable business has never been harder.
The podcasts that survive long-term will likely be the ones that think beyond downloads and treat their shows like media businesses.
That means building assets creators actually control: email lists, membership communities, and direct audience relationships.
In other words, the real value of a podcast may not be the audience size—it’s the community behind it.
To hear the full conversation with Don Vito—including his journey from producing records for artists like Nelly, Ciara, Bow Wow, Cherish, and Kandi Burruss to becoming what he calls “The Podfather”—check out the latest episode of Unglossy.
