Is Podcast Production from an Agency Worth the Cost?
If you’re exploring professional podcast production, you’ve likely noticed something: The pricing is all over the place.
You can hire:
A freelance editor on Fiverr for $
A mid-size production company for $$
A full-service marketing agency for $$$
A large enterprise agency for $$$$
So what are you actually paying for? How is pricing calculated? And, bottom line: is it worth it?
High-quality production isn’t just audio cleanup. It’s brand positioning, adjusting, and overall strategy year to year, and you often get what you pay for but not always.
Having worked at two agencies that netted between $2-6 million a year between them, I can tell you that not all agencies are set up equally, and not every agency owner understands podcasting from the floor up.
Who am I and why do I get to speak on such things? I’m a self-taught audio editor first, and then I made my way to working with multiple clients as a freelancer, then at the agency level, now in our own content studio business. I have been in podcasting for a decade and have worked in all areas of making a show from the ground floor to growth and revenue generating.
And while my thoughts expressed here are based on my own opinion and observations over the years, I’ve felt it’s important to pull back the curtain to share what I’ve learned in order to help others who aren’t as experienced in the podcasting space better understand what it takes to make and pay for a podcast.
For anyone responsible for making the decision to bring on a podcast production partner or not, it’s important to know who you’re working with, how they do things, and the quality of product you’ll be receiving.
Not All Podcast Agencies Are the Same
I define four types of agencies you could potentially work with that in the market today:
1. Enterprise-Level Agency
Think large teams. High throughput. Standardized systems. The main purpose? Scale a show.
Pros:
Predictable process
Broad support
Strong infrastructure
Cons:
Limited customization
Less direct access to senior strategy
Often templated creative approach
You’re one of many clients and you’ll pay bookoo bucks.
2. Growth Marketing Agency
This type of agency usually has a substantial team working on individual aspects of a show (production, client consultant-types, social media management), but they aren’t always working with enterprise clients or at the enterprise level.
But the big takeaway with this one: they focus more on how to market your stuff than producing it well.
Pros:
Predictable process
More support across the ecosystem
Cons:
Limited customization
Less direct access to senior strategy
Often templated creative approach
Often less experienced in production, heavier focus on marketing
3. The Freelancer or Small Contractor
Like most industries, a freelancer or contractor is one person handling editing and possibly show notes, depending on their skillsets and level of experience.
Pros:
Lower cost
Direct relationship
Flexiblity
Cons:
Limited strategic oversight
No larger support system
Risk if they disappear
This can work beautifully for the right business, especially if in-house strategy is strong.
4. The Boutique Studio (Hands-On Strategy + Production)
This is where small, founder-led studios operate, and where more of the “we’re partners in this” energy lives.
Pros:
Senior-level strategic input
Deep involvement
Customized format design
Fewer clients = more care
High-touch communication
Cons:
Higher investment than freelancers
Selective client intake
You’re not paying for “editing.” You’re paying for thinking and doing.
One of the biggest questions that should be on the minds of any marketing decision maker is: what am I paying for and is what I’m being charged worth it? Most people are not asking this question, so let’s talk about how prices are generally put together no matter what level you’re interested in working with.
What Drives the Cost of Podcast Production?
Professional podcast production pricing is influenced by a ton of factors:
Strategy depth and a professional’s level of experience
If the company has a team and offers benefits to their team
General app and services overhead (internal business and production costs)
Episode complexity and duration
Editing quality
Distribution setup, support, and management
Guest management, coordination, and scheduling
Video integration (is there also a video component?)
And so much more.
When a Production Partner Is Worth the Cost
If you’re looking at hiring an agency partner, that type of relationship really pays off when:
Your brand reputation matters and the agency has a stellar reputation (that last part is important)
You don’t want to learn how to do it yourself
You don’t want to manage contractors
You want strategic oversight
You view your podcast as a long-term asset to your business
For thought leaders and companies with real marketing budgets, the right production partner often accelerates growth.
When It’s Not Worth It
If you:
Want to experiment cheaply or have a super tight budget
Aren’t committed long-term
Have strong internal creative resources
Just need basic editing
An agency isn’t necessary. And that’s okay.
If you find someone you like or have been referred to someone, see if they offer consulting options or other services that would better serve you, your budget, and your goals.
You can check out our additional services here:
A More Honest Framing
The real question isn’t:
“Is a podcast agency worth the cost?”
It’s:
“What level of quality, care, and strategic thinking does our brand require for a podcast?”
Large agencies offer scale.
Freelancers offer flexibility and lower cost.
Boutique studios offer depth and a greater level of care and attention.
Each serves a different type of client So if you’re weighing whether to hire a podcast production partner, or keep it in-house, start with clarity.
Take our quiz. I personally respond to each submission within 72 hours.
And check out my other article “Is a Podcast Actually Worth it for your Business?”