Mic Drop: How the Average Pro Athlete Can Generate $10,000 Per Month from Podcasting

  Photo by Alphacolor 13 on Unsplash

Photo by Alphacolor 13 on Unsplash

Here's the lowdown on podcasting: 42 million Americans listen to podcasts weekly, and 67 million of them listen to podcasts monthly.

Not to mention, podcast advertising reached approximately $220 million, with more men than women tuning in to podcasts in 2017. All the more reason why podcasting makes a ton of branding and financial sense for athletes.

In addition to another touchpoint by which fans can interact with and learn more about their favorite athletes, which builds athlete brand equity (fan support) at scale, podcasting is also a sound business decision.

The Mathematics of Podcasting

Let's say Professional Athlete has an online following of 1 million fans (a relatively average amount for mainstream professional athletes). Let's also say five percent (50,000 people) of this athlete's fanbase listens to each podcast episode.

If Professional Athlete publishes one 30-minute episode per week, or 52 episodes per year, Professional Athlete would generate 2.6 million annual podcast listens.

Assuming a middle-of-the-road podcast CPM of $50 per 1,000 listeners, 2.6 million podcast listens equates to $130,000 in annual revenue, or more than $10,000 per month.

Again, we're talking about the average professional athlete who has an average online following.

Using this calculation, let's see how some specific athlete brands would fair:

Isaiah Thomas, NBA Guard πŸ€

Follower Count: 5.63 million (as of March 21, 2018)
Podcast Revenue: $731,900 per year

Chloe Kim, Olympic Snowboarder πŸ‚

Follower Count: 1.15 million (as of March 21, 2018)
Podcast Revenue: $149,500 per year

Larry Fitzgerald, NFL Receiver 🏈

Follower Count: 4 million (as of March 21, 2018)
Podcast Revenue: $520,000 per year

Alex Morgan, NWSL Forward ⚽️

Follower Count: 11.88 million (as of March 21, 2018)
Podcast Revenue: $1.54 million per year

Bryce Harper, MLB Outfielder ⚾️

Follower Count: 2.65 million (as of March 21, 2018)
Podcast Revenue: $344,760 per year

About the Author:

Josh Hoffman is the Chief Strategy Officer at The Institute for Athlete Branding and Marketing. Connect with him on Twitter and LinkedIn.