Uncovering the hidden costs of podcast production pricing

Are you thinking of launching a podcast for your business? If so, pricing is probably on your mind. And if you’re on a small (but powerful!) marketing team, you’re probably trying to figure out what to do with in-house resources (remember that microphone set your client bought in 2021? It should work, right?) Or, you’re evaluating whether a podcast agency could be the right fit for your budget.

When launching a video podcast for your brand, it’s typical to co-create with a podcast production agency to support your team building a sustainable show and platform. A production house can empower you build a podcast business plan, conduct audience research, develop a podcast strategy, and produce video podcast episodes consistently.

But before you choose whether you’re outsourcing podcast production, it’s crucial to understand pricing.

Not all video podcast production companies are created equally. And not every video podcast production agency is the right fit for your organization and allocated budget.

Here at Ruby Riot Creatives, we specialize in B2C and B2B companies that are community-centered launch podcasts. In addition to recording our own podcast series, The Ruby Hour, since 2019, we’ve scaled into supporting like-minded businesses develop their own podcast platforms, so evaluating the pricing of podcast production is a critical part of our world.

So in this post, we thought it would be helpful to address all of the typical questions we get and help you understand the different components that go into the entire video podcasting process — before you sign over your first unborn child and select a podcast production agency.

Here’s a quick breakdown of what we’ll cover:

• The main components involved with podcast production pricing

• Factors you should consider when analyzing the pricing and pricing structures of different podcast agencies

• Types of podcast production services and the range of costs you can expect to see

The MAin Components of video podcast production pricing: Understanding what goes into the costs of producing a high-quality show

If you want to build an estimated budget for your company’s show, there are a lot of variables to consider. Beyond buying good-quality gear, downloading the latest software, and recording podcast episodes. Many components make up producing great content that add value to the lives of your ideal clients.

In this section, we’ll be covering the main components of outsourcing podcast production — prior to working with an agency.

Pre-Production Costs

Pre-production is referred to as the phase of podcast production that happens before any actual recording or podcast editing happens. Unfortunately, when we speak with marketing directors on a tight budget, this is the area where they look to cut costs first.

Pre-production involves research, planning, and THIS IS NOT A PART TO SKIMP ON! These tasks are a vital element of the process and this phase supports you building a baseline for your organization’s show.

The pre-production process consists of creating a theme statement (Think: your value proposition for your particular show. What is it adding to the lives of your listeners? How are you enriching their world?) identifying topics, selecting a podcast format, crafting an episode structure, a season structure, and scripting episodes (we like to think of scripting being the structure of how our episode content unfolds. Your host may have some open ended questions if interviewing a guest, or maybe some key points if recording a solo show.) The costs associated with pre-production include time spent researching, developing episode outlines, and writing scripts and narrative guidelines.

Gear, Software, & Equipment Costs

The cost of gear and equipment is one of the most obvious factors most people consider when building a budget for podcast production. If you want your brand’s show to FEEL like a professional production, you must get at least a solid podcast microphone set, camera (or three), a recording location set (that’s thoughtfully created for minimal background disruptions, sound dampening, and attractive lighting) that matches your brand ethos, and recording platform.

The caliber of gear and equipment you need relies heavily on the type of show you want to produce.

Here is a walk through of Podcast Show Styles:

Types of Podcast Show Production: In-Studio Set Build Out (Think: Joe Rogan Podcast)

Classic “In Studio” Podcast Recording Space (think: Joe Rogan Podcast.)

For example, if you plan to record in a studio, you will need studio microphones, headphones, mixing consoles, and recording software, and there’s typically a booking fee hourly or a day block for using recording studio spaces. Recording studio spaces (with equipment included) typically range between $55-$125/hour + production team’s billable hours, and typically expect a minimum booking time (i.e. three hour block for one hour active recording.) Production team billable hours typically book in half day or full day rates, ranging on $175/hour to $275/hour or $1250-$2500/day per operator.

Types of Podcast Show Production: Full Video Set Build Out (Think: Marie TV)

If you want it to feel like Marie TV, Marie Forleo’s award winning video show released on YouTube and audio podcast platforms (Spotify, Amazon, Apple Podcasts, etc.) — this will include a multi-camera set up at a client location, a styled space, with set build outs including smart props, lighting rigs built with a gaffer on site. This type of recording is more of a creme de la creme experience; a full set build out and scene. Such sets usually have one primary angle with both speakers (or 2 cameras on a single person recording), then dedicated camera angles to each key person on set with key lighting, and a dialed in aesthetic (pictured below.)

Full production set design costs depend on the venue rental cost, plus factor 2-3 Hour Prep time for building out set design, lighting, and cameras, with potential gear rental costs. Expect to pay between $1250-$2500 for space day rental. Production team (Director of photography, production assistant, sound engineer, gaffer) billable hours typically book in day rates, ranging on $1550-$2500/day rate per operator + possible equipment rentals.

Types of Podcast Show Production: Hybrid Green Screen Video Set Build Out (In-Studio with Key Lighting with Green Screen for Elevated Set-Build Out Aesthetic.)

Our favorite form of production. Managing sound design with an in-studio podcast recording environment, we choose a digital set background (photos+videos taken in your office environment, or from spaces with kindred design elements) that aligns with your brand aesthetic. The result is a beautiful recording set without the hours of prep that go into an on-location set design. Our hybrid in-studio green screen set designs are great turn key operation option and a sweet spot for our brands with cost-conscious budgetary requirements.

Types of Podcast Show Production: Remote Recording

If you plan to record your show remotely, you’ll want to get a subscription to a remote podcast recording platform. And you’ll need to get a quality camera for video podcasts. Remote recording facilitating costs (i.e. if you have a podcast agency facilitating the call) can range from $375-$875/hour.

Post-Production Costs

Post-production is where a production team (or a podcast editing service) combines everything together. After the raw footage is captured, the audio is edited, mixed, and mastered to create a finished episode.

This process involves editing out any unwanted sounds, adding sound effects or music, and ensuring consistent sound levels throughout the episode.

But your company’s podcast is more than just audio. At Ruby Riot Creatives, we believe podcasts aren’t a “one off” of your marketing strategy; rather, your podcast can (and should) power your entire content marketing strategy.

When you produce a video podcast with us, the post-production phase also includes video editing, graphic design, promotional images, and cover art for each episode.

When building projected scopes for the total cost of post-production, make sure to include time spent editing and mixing, as well as the cost of editing software, other tools, and time implementing (your social media manager’s billable hours, team meeting time dedicated to incorporating content into existing marketing strategy.)

Podcast Hosting and Distribution Costs

Once you’ve produced a podcast, you need a place to host it so that it’s available for listeners to download.

A podcast host like Buzzsprout, Captivate, Castos, or others charge a monthly fee based on the storage and bandwidth your show requires. But once you have your audio file on one of these platforms, it automatically gets distributed to directories like Apple Podcasts, Spotify, and Google Podcasts.

Podcast hosting fees are very minimal when considered against other phases of business podcasting.

Marketing and Promotion Costs

So you recorded your first eight-episode series. Heck yeah!! Creating a high-quality podcast is just the first step. Now you need to attract listeners and grow your audience with podcast marketing.

Despite what some Gen Z YouTubers will tell you, it’s hard to create a podcast and grow it organically. Organizations must develop an effective podcast marketing strategy to ensure the content reaches ideal customers.

A podcast distribution strategy includes social media promotion, paid advertising, and influencer outreach. These costs can vary widely depending on the scope and scale of your marketing efforts.

Understanding these core components for building your scope of podcast production pricing is vital to make empowered decisions about what type of podcast you want to create and how to spend money. As with most marketing projects, it’s about balancing quality, cost, and speed.

Key Things to look for when analyzing podcast agency pricing: Factors to consider when choosing the right partner

When it comes to podcast production pricing, not all agencies are created equal. It’s important to understand the variables involved in pricing and comparing different podcast production companies so you can choose the partner that fits for your team and budget.

In this section, we’ll discuss the key variables to consider when analyzing the pricing of different podcast video production companies.

Video Production Podcast Agency Experience and Reputation

Do you know of this company, or have you heard of them before? Have you seen their video production work before? One of the most important factors to consider when choosing a podcast agency is the agency’s experience and reputation. Do you like them as humans, and what they stand for, what they’re known for in the community? To get a sense of how it may feel to work with the agency, here are a couple of “vibe checks” we recommend:

• Check out the company’s YouTube channel and see what kind of content they’re producing

• Does the agency run its own show? Check the company’s website to see if they practice what they preach (and if they know how humbling it feels to sit in front of those lights and that microphone!)

• Check to see if the company has published case studies or podcast episodes with customers

• Evaluate the company’s work and get an understanding of its podcast editing services (check for things like sound design, audio editing, video editing, podcast cover art design, and show notes)

• Pinpoint the types of podcast formats they produce (interview-based, narrative shows, solo episodes)

If you’re putting your organization’s image on the line, you want to work with a video production company with a track record of producing high-quality video content and helping clients achieve their podcasting goals.

Team Size, Experience, and Expertise

The size and expertise of an production team can also impact podcast prices. A larger agency with a team of experts may charge more than a smaller agency with fewer team members.

However, a larger team may also be able to provide more services or podcast producers with more expertise. Consider your specific needs and the level of support you require when choosing an agency.

Level of Customization

The level of customization you require for your podcast can also impact pricing. Some agencies offer a few options and productize their production services. At Ruby Riot Creatives, we offer in-studio, on-location set design, hybrid green screen studio recording (our favorite!), and remote recording services.

On the other hand, other agencies offer a broader range of services, including pre-production, recording, post-production, and marketing.

The more customized services you require, the more you can expect to pay.

Episode Turnaround Time

The time it takes to produce a podcast can also impact pricing. Some agencies may offer expedited services for an additional fee. And some agencies might not even guarantee a turnaround time at all (at Ruby Riot Creatives, we turn around all assets for our customers’ podcast episodes in 21 business days).

If you have a tight timeline or require a fast turnaround, discuss this with potential agencies to understand their pricing and whether it’s feasible to meet your budgetary requirements.

Project Scope and Scale

The scope and scale of your podcast project can also impact pricing. Are we setting up a custom set every time we record, and are we doing this every episode or are we batch recording a season at a time? The pre-production set up costs are vastly different in these scenarios. It’s always our priority to strategically coordinate with your team to maximize your investment in your show and minimize redundant costs.

If you plan to produce weekly episodes with multiple hosts and guests, you can expect to pay more than if you plan to produce a monthly solo show. Consider the length of each episode, the frequency of episodes, and the number of hosts and guests you plan to feature.

Add-On Services

Some podcast agencies may go beyond traditional editing services. When evaluating podcast agencies, understand other types of content and deliverables such as:

• Transcription

• Click-worthy YouTube thumbnail graphics

• GIF generation for blogs and email newsletters

• Show notes (An easy tool for generating blog content + ranking higher on search engines with related content to your industry.)

• Social media asset generation (Will they cut smaller sharable 45 second clips from the episode, give you IG vertical orientation for IG story content to promote?)

These services can add value to your podcast, but they may also come with additional costs. Discuss any add-on services with potential agencies and understand how they impact pricing.

When analyzing the pricing of different podcast agencies, it’s important to consider all these factors to ensure you’re making an informed decision. In the next section, we’ll discuss the different types of podcast production services and the range of costs associated with each.

A breakdown of podcast production services: How much should you expect to pay?

Podcast production services come in many shapes and sizes, and the costs can vary widely depending on your needs and budget. In this section, we’ll break down the different types of podcast production services and the range of costs you can expect.

Podcast editing and post-production services

Podcast editing services are essential to producing a high-quality podcast. The basic level of podcast editing includes removing unwanted sounds, adjusting background noise, adding sound effects or music, and ensuring consistent sound levels throughout the episode.

The cost for audio-only editing and post-production services can range from $125 to $300 per episode, depending on the complexity and length of the episode.

If your organization elects to produce a video podcast as well, you can expect to pay $500 – $1,000 per episode for the full audio and full-length video.

Full-Service Podcast Post-Production Services

Full-service podcast post-production services includes post-production episode editing, and development of repurposed assets (show notes, podcast trailer videos, video clips, promotional images, and more).

This is the most comprehensive type of podcast post-production service and can cost anywhere from $1,500 to $5,000 per episode, depending on the level of customization and the scope and scale of the project.

At Ruby Riot Creatives, our pricing is very transparent. We offer post-production podcast packages for monthly, bi-weekly, and weekly shows. The range for full-service podcast post-production services are between $1,500 to $3,850 per episode — depending on how frequently you plan to release new episodes. Other cost variables include recording format: Are we recording your show in-person in a green screen studio set, or on location, or are you just sending us your “Zoom” remote recording files?

We bill out our production and post-production services separately so there’s transparency in what you’re paying for. If we’re running on-set production, or if we’re handling virtual interviews (think: Zoom) — those are two vastly different work loads, so we itemize production and post-production individually.

Marketing and Promotion Services

Marketing and promotion services are critical to growing your podcast audience (as well as a Podcast Guest workflow that maximizes both audience pools.) This includes social media promotion, paid advertising, and influencer outreach. The cost for marketing and promotion services can range from $500 to $5,000 per month, depending on the level of effort and the channels used for promotion.

Coaching and Consulting Services

Podcast Coaching and podcast consulting services can help you develop a podcast strategy and plan for success. This includes audience research, format development, and episode scripting. The cost for podcast coaching and consulting services can range from $1,000 to $3,000 per month, depending on the level of support required.

At Ruby Riot Creatives, we include tandem consulting calls (biweekly, or monthly, depending on your scope) in all of our monthly podcast packages.

Transcription and Show Notes Services

Transcription and show notes services are VITAL for ensuring your podcast is accessible and discoverable by Google and the many platforms now using AI content search tools. This includes creating accurate transcripts and show notes for each episode.

The cost for transcription can range from low cost (with AI tools like Rev.com) to $5.00 per minute of audio, depending on the accuracy and detail required.

When estimating the costs for show notes, you can expect to pay $100 to $350 per episode, also largely dependent upon the level of detail expected. Rev.com has their premium option having one of their employees proof read, in addition to their AI tools.

Hosting and distribution services

Hosting and distribution services are essential for making your podcast available to listeners. This includes hosting your podcast on a platform and distributing it to directories like Apple Podcasts, Spotify, and Google Podcasts.

The cost for hosting and distribution services can range from $5 to $50 per month, depending on the storage and bandwidth required.

Understanding the different types of podcast production services and the range of costs associated with each can help you make an informed decision about which services are right for your needs and budget. As you evaluate different podcast agencies, be sure to discuss the specific services you require and the associated costs to ensure you get the best value for your money.

How to price podcast production services: Finding the right balance between quality and cost

If you’ve read along til now, it’s obvious pricing podcast production services can be complex, and depends on a MULTITUDE of variables. Understanding the main components of video podcast production pricing, the elements to consider when comparing the pricing of multiple podcast agencies, and the array of costs comprising the different types of podcast production services can help you make an empowered, educated decision about which podcast services are the best fit for your organization.

When pricing podcast production services, finding that sweet spot between quality and cost is EVERYTHING. While it’s important to keep budgets under control, producing a high-quality show that inspires and engages your audience and delivers your message effectively is equally important. 

By working with a reputable and experienced video production studio, you can rest easy knowing that you get the best value for your investment and produce a podcast that aligns with your organization’s goals.

In Closing: At Ruby Riot Creatives, we specialize in helping B2C and B2B companies that want a sustainable way to elevate their perception in their communities and industries through podcasting. We understand the nuances of pricing and work with our clients to deliver a streamlined podcast production package or develop a customized package that aligns with their marketing objectives, and honor their unique needs and budget. Whether you’re just testing the waters to see if podcasting can be a viable avenue for your brand or looking to take your existing podcast to the next level, we can help.