Is Your Go-To Podcast Making Bank with Guest Appearances?

Have you ever wondered why that big-name guest appeared on your favorite podcast? Well, it turns out they might have paid a hefty sum for the privilege. According to Bloomberg, podcast guests are shelling out big bucks to appear on popular shows. Guestio, a marketplace for these deals, has reported some impressive transactions in recent months. Some podcasters have made as much as $50,000 from charging for guest appearances, with one show, Entrepreneurs on Fire, regularly charging $3,500 for a spot.

Pay-to-Appear Trend

While it’s unclear how widespread this practice is, interviews conducted by Bloomberg suggest that pay-to-appear systems are particularly popular in business, cryptocurrency, and wellness podcasts. For hosts like John Lee Dumas of Entrepreneurs on Fire, charging appearance fees is seen as a way to ensure that guests are serious and well-prepared. After all, if guests are willing to invest in airtime, they’re likely to bring value to the show.

Ethical Concerns

Despite the potential benefits, there are ethical and legal concerns surrounding this pay-to-appear trend. Some critics argue that it resembles the pay-for-play schemes used in the music industry, raising questions about whether guests are appearing on podcasts based on relevance or financial incentives. While some podcasts on Guestio do include disclosures about paid guests, not all shows are transparent about these arrangements. As a result, the Federal Trade Commission has warned that misleading consumers about the nature of advertising and promotional messages could lead to regulatory action against podcast hosts.