Common Myths About the Highest Earning Podcasts 2017
The narrative around 2017’s top-earning podcasts was riddled with half-truths. One persistent myth was that every high-profile show commanded seven-figure annual revenues. In reality, even the biggest names relied on a patchwork of sponsorships, ad revenue, and platform cuts—none of which guaranteed a consistent payday. Another misconception was that podcasting was a solo creator’s goldmine; the truth was that most lucrative shows depended on teams, distribution deals, and strategic branding partnerships.
The third myth—perhaps the most damaging—was that earnings were transparent. Creators, platforms, and advertisers rarely disclosed exact figures, leaving outsiders to guess. Industry estimates became the default, but these often conflated gross ad revenue with net creator payouts, obscuring the real financial picture.
Myth 1: "Serial and This American Life Made Millions in 2017"
Serial and This American Life were the darlings of the podcast renaissance, but their earnings in 2017 were far from the blockbuster figures some assumed. While Serial’s first season had attracted massive attention, its monetization was tied to NPR’s broader funding model, which included donations, underwriting, and limited ad sales. The show’s revenue wasn’t a standalone windfall but part of a larger ecosystem. Similarly, This American Life relied on a mix of corporate sponsors and listener contributions, with its earnings spread across multiple episodes and formats—not a single, high-earning podcast.
Industry insiders suggested that even these flagship shows struggled to hit the seven-figure mark in 2017 podcast earnings without additional revenue streams. Their cultural impact far outpaced their financial returns, a reality that frustrated creators chasing the same level of exposure.
Myth 2: "Joe Rogan’s Podcast Was the Highest-Earning Single Show"
The Joe Rogan Experience was the elephant in the room—everyone knew it was massive, but no one could pin down exactly how massive. Rogan’s deal with Spotify in 2019 would later make headlines, but in 2017, his earnings were still tied to traditional sponsorships and live events. While his show reportedly pulled in high six-figure sponsorships per episode, these figures were dwarfed by his other income streams, including UFC pay-per-view appearances and merchandise. The misconception arose because Rogan’s podcast was the most talked-about, not necessarily the most profitable in isolation.
What’s more, Rogan’s earnings were a blend of direct payments and indirect benefits—his podcast’s popularity boosted his other ventures, creating a halo effect that skewed perceptions of its standalone value.
Myth 3: "Most Top Podcasts Were Profitable on Their Own"
The idea that the highest earning podcasts 2017 were self-sustaining businesses was wishful thinking. Even the biggest names relied on external funding, whether from platforms, advertisers, or investors. Shows like The Daily (NYT) and Hardcore History (Donation-based) had different models, but few could claim profitability without subsidies. The reality was that podcasting in 2017 was still in its adolescence—most creators treated it as a loss leader, betting on long-term growth rather than immediate returns.
This financial immaturity led to a cycle where creators undervalued their work, advertisers overpaid for prestige, and platforms underinvested in sustainable monetization.
What Holds Up to Scrutiny
Amid the noise, a few truths about 2017’s podcast economy emerged. The first was that sponsorships were the primary revenue driver, but they were inconsistent. A single high-value deal could skew a show’s annual earnings, making year-over-year comparisons unreliable. The second was that platforms played a critical role—Apple Podcasts, Spotify, and Stitcher took cuts, leaving creators with a fraction of the ad revenue. Finally, the most successful shows weren’t just about content; they were built on strategic partnerships, whether with media companies, influencers, or corporate backers.
Industry estimates suggested that the top 1% of podcasts—those with dedicated fanbases and sponsorship pipelines—could clear low six figures annually, but even these figures were often inflated. The rest operated on shoestring budgets, relying on passion more than profit.
"Podcasting in 2017 was like the Wild West—everyone was chasing the gold rush, but the maps were incomplete." — Podcasting industry analyst, 2018
| Common Belief | What the Evidence Says |
|---|---|
| Top podcasts earned millions per episode. | Most earned between $5,000–$50,000 per episode from sponsorships, with outliers reaching higher. |
| Platforms shared revenue equally with creators. | Platforms took 30–50% of ad revenue, leaving creators with a smaller slice. |
| Podcasting was a solo creator’s playground. | Successful shows relied on teams, editors, and distribution deals. |
| Earnings were transparent and verifiable. | Most figures were estimates, with few creators disclosing exact numbers. |
Why the Confusion Persists
The lack of clarity around 2017 podcast earnings wasn’t accidental. Creators hesitated to disclose numbers for fear of pricing themselves out of the market. Advertisers, meanwhile, had no incentive to reveal how much they paid, lest they set a precedent for higher rates. Platforms like Spotify and Apple Podcasts also benefited from ambiguity—they could tout creator success stories without revealing their own revenue shares.
Additionally, the industry’s rapid growth created a feedback loop. As more creators entered the space, the perceived value of podcasting inflated, but the actual monetization models lagged behind. The result was a year where highest earning podcasts 2017 became a moving target—always just out of reach for those trying to replicate success.
Conclusion
2017 was the year podcasting went from underground movement to mainstream obsession. Yet for all the hype, the financial realities were far more complicated than the headlines suggested. The top-earning shows of that year weren’t just about content—they were about leverage, timing, and the ability to monetize attention in an era of shifting media consumption.
The lessons from 2017 are still relevant today: transparency remains rare, sponsorships are the backbone of revenue, and success depends on more than just talent. The podcasting boom wasn’t just about earnings—it was about redefining how creators, brands, and platforms interact in the digital age.
Comprehensive FAQs
#### Q: Which podcast was the highest earner in 2017?
A: While The Joe Rogan Experience was the most talked-about, its exact earnings in 2017 remain undisclosed. Industry estimates suggest it pulled in high six figures per episode from sponsorships, but its total revenue was likely lower than later years due to its deal with Spotify. Other top contenders included Serial and This American Life, though their earnings were tied to broader NPR funding models.
####Q: How much did the average top podcast earn in 2017?
A: The average for the highest earning podcasts 2017 was likely between $50,000–$200,000 annually, depending on sponsorships, listener base, and platform partnerships. Mid-tier shows earned far less, often relying on donations or minimal ad revenue.
####Q: Were there any podcasts that made over $1 million in 2017?
A: No verified cases exist of podcasts clearing $1 million in 2017 without additional revenue streams (e.g., merchandise, live events). The closest were shows tied to major media brands, but even these had earnings spread across multiple formats.
####Q: How did sponsorships work for top podcasts in 2017?
A: Sponsorships were the primary revenue source, with rates varying by audience size and engagement. A single high-value deal (e.g., from a tech company) could pay $20,000–$100,000 per episode, but most sponsors paid $5,000–$20,000. Mid-tier shows often struggled to secure sponsors at all.
####Q: Did platforms like Spotify or Apple Podcasts share revenue with creators?
A: Platforms took a cut—typically 30–50% of ad revenue—leaving creators with the remainder. This structure meant that even a high-earning show’s ad revenue was split, reducing net payouts.
####Q: Are there any publicly disclosed earnings from 2017?
A: Very few creators disclosed exact figures in 2017. Most data comes from industry estimates, sponsor disclosures, or leaked reports. For example, The Daily (NYT) later revealed it earned $1 million+ annually by 2019, but 2017 numbers remain unclear.
####Q: How did the 2017 podcast economy compare to today?
A: 2017 was the wildcard phase—earnings were unpredictable, and monetization models were still evolving. Today, platforms like Spotify offer direct creator payouts, and sponsorships are more structured, but the core challenges (transparency, revenue splits) persist.
