MONETIZATION: The Real Value of Podcasting with Charlotte Lewis-West

"There is  more  and more money  going into podcasting advertising every year. Billions and billions now worldwide. So where is it?"

Let’s be honest—everywhere you turn, you’re being told podcasting is a goldmine. Billions of dollars in ad revenue! Massive growth! Side hustle magic! But where is that money really going? Because it’s not landing in your inbox—or mine.

In this episode of Smarter Podcasting, I’m joined by the brilliant Charlotte Lewis-West, a podcast strategist with a background in broadcast journalism and over a decade working with brands like GSK, Microsoft and Unilever. She’s also one of my favourite people to work with at Seven Million Bikes Podcasts.

Together, we dig into the real value of podcasting—and why making money through ads and sponsorships isn’t the only (or smartest) goal. Charlotte and I get honest about what we’ve seen in the industry: the hype, the empty promises, and the reality for both indie creators and big-name brands.

Here’s what we cover:

Why most podcast ad money goes to massive networks and the same three sponsors (hello, BetterHelp)

• Why I’ve hit over 100,000 downloads and never once had a sponsor approach me
• Why brands keep making the same mistakes when launching a show—and how to avoid them
• The real return on investment: brand awareness, authority, networking, and trust
• Why engagement rate matters more than total downloads
• How to use your podcast to build relationships, not just numbers
• How you should actually handle sponsors if they do come knocking (and how not to sell out your voice)

We also get into some hard truths about what makes a podcast successful. Spoiler: it’s not going viral or chasing trends. It’s consistency, knowing your audience, and delivering actual value—week after week.

This isn’t about crushing dreams. It’s about saving you from wasting time, money, and energy on the wrong things—and helping you build a podcast that works for you and your business.

Timestamps

02:02 – Why I started Smarter Podcasting and what we’ve achieved

03:46 – Charlotte breaks down where the podcast ad money really goes

07:00 – Why most shows (even good ones) don’t get sponsors

09:52 – How many downloads I’ve had—and why that’s not the whole story

13:00 – The real reasons to start a podcast (hint: not for ad money)

17:30 – The biggest mistakes brands make with podcasts

20:10 – “Build it and they will come” is a lie

22:32 – The indie podcaster dilemma: doing too much at once

24:58 – Monetization beyond sponsorship: smarter ways to get ROI

28:10 – What to look for in a sponsor—and how to avoid sounding fake

30:45 – Why authentic ads win and scripts usually suck

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