The Myth of Easy Money in Podcasting: Why It’s Not the Right Path for Everyone

Alex Greenwood
4 min readAug 30, 2023

“No man but a blockhead ever wrote except for money.” — Samuel Johnson

“No man but a blockhead expects to make money podcasting.” — Alex Greenwood

In recent years, podcasting has emerged as the medium du jour, touted as a gold rush for content creators and businesses looking to cash in on the on-demand audio revolution. Amidst stories of celebrities signing multi-million-dollar podcast deals (many of which have cratered — just ask Harry and Meghan) and niche creators finding their tribes (and considerable profits), there’s a pervasive belief that podcasting is a lucrative venture open to anyone with a microphone and a story to tell. However, the reality is far more complex and less promising, especially for those solely looking to make money.

Photo by Jonathan Farber on Unsplash

Take it from me. I’ve been doing this since 2006. Here’s why podcasting may not be the best path for everyone.

Saturation and Discoverability

In the last few years, the number of podcasts has mushroomed, with estimates suggesting more than five million podcasts and over 70 million episodes as of 2023. While this growth signifies the medium’s popularity, it also makes it increasingly difficult for new creators to get noticed.



Alex Greenwood

PR Consultant, Speaker, Podcast Producer/Host, Editor, and Award-Winning Writer of the John Pilate Mystery Series. Accomplished belly laugher.