People will confess all sorts of things to podcasters, from their unpopular political beliefs or embarrassing romantic mishaps to their worst fears. But there’s one revelation certain guests will never disclose—namely, that they’re paying thousands of dollars just to be interviewed on the show.
Welcome to the golden era of pay-for-play podcasting, when guests pay handsomely to be interviewed for an entire episode. In exchange, the host gets some revenue, fills out the programming calendar, and might bag a future advertiser.
Determining exactly how widespread the practice is can be tricky. Disclosures, if included at all, might last only a few fleeting seconds in an hourlong interview, and various hosts use different language to describe the nature of such relationships. What percentage of shows accepts payment in exchange for airtime is also difficult to say. According to nearly a dozen interviews with industry sources, it appears the practice is particularly popular among podcasts in the wellness, cryptocurrency, and business arenas.
