If you’re running a true crime podcast, you’ve probably thought about monetization—and the most obvious method is running sponsored ads on your episodes.

Maybe you’re already pitching sponsors or considering mid-roll spots. Yes, ads can bring in money. But what if there’s a whole ecosystem of income streams that can multiply your revenue, often with less effort, and help you build a sustainable business around your podcast?

The Sponsored Ad Mindset: What You’re Missing

Running sponsored ads is just the first step on a longer journey. It’s important, but it’s only one piece of the puzzle.

Ads:

• Depend on your current download numbers to command decent rates
• Require you to constantly find new sponsors or renew deals
• Are limited to direct ad reads or pre-produced spots
• Can feel like you’re “selling out” if the sponsor doesn’t really align with your audience

If you want to grow your income without chasing sponsors every month, it’s time to start thinking bigger.

Enter Crime Junkie: The True Crime Monetization Masterclass

Let’s look at one of the biggest true crime podcasts: Crime Junkie. Their monetization success isn’t just from ad reads.

Their secret? They’ve built a monetization machine that leverages their podcast and their website, community, and brand into multiple income streams.

How Crime Junkie Does It

1. Website as a True Crime Hub

Their site isn’t just a landing page. It’s a rich resource center with:

• Detailed case summaries, photos, timelines
• Interactive maps and quizzes about cases
• Links to cold case resources, news articles, and support groups

This content ranks high on Google, pulling in search engine traffic from people looking for crime info—many discovering the podcast through the site.

And if you were to search the keywords they show up for in my fancy tool you’d see them for yourself!

2. Building a Loyal, Engaged Community

Beyond listeners, Crime Junkie cultivates superfans:

• Email newsletters with exclusive content
• Membership perks with bonus episodes or early access
• Fan club and social media engagement that keeps listeners coming back

This community is a direct channel for monetization beyond podcast platforms.

3. Smart Sponsorships & Brand Partnerships

They partner with companies that fit their true crime audience:

• Mystery subscription boxes (e.g., Hunt a Killer)
• True crime books and documentaries
• Crime-themed games and collectibles

These partnerships include ads on the podcast, website banners, newsletter placements—creating bundled, high-value sponsorship packages.

4. Affiliate Marketing & Merchandising

Crime Junkie promotes products their fans actually want—often earning commissions on sales or offering exclusive merchandise:

• Mystery box affiliate programs
• True crime books and streaming services
• Themed merchandise sold directly or through third parties

Click For Free Podcast Monetization Strategy

What This Means For Your Podcast

If you’re only thinking “I need a sponsor to make money,” it’s time to expand your view. You can start building your own monetization ecosystem:

• Create a website packed with rich content that ranks in Google for true crime searches
• Grow an email list to communicate directly with your listeners—offering exclusive content and offers
• Find sponsors and partners that deeply align with your niche, then bundle ad opportunities across your podcast, website, and newsletter
• Add affiliate promotions for products your audience cares about, generating passive income
• Offer premium content or memberships for superfans willing to pay for bonus episodes, behind-the-scenes access, or ad-free listening

Starting Small: Your First Steps Beyond Ads

Even with a modest audience, you can:

• Build a simple website with episode show notes, transcripts, and resources
• Create a lead magnet (like a checklist or case tracker) to start collecting emails
• Reach out to a handful of sponsors that fit your niche and propose simple ad deals
• Add 1–2 affiliate links into your show notes or website content
• Engage your listeners with bonus content on Patreon or a private community

Click For Free Podcast Monetization Strategy

Why This Matters

Ads alone can be a fickle income source. But with a diverse, audience-centered monetization strategy, you create:

• Multiple income streams
• Stability if sponsors leave or platforms change
• Greater creative freedom—you’re not tied to just one revenue source
• A valuable asset you own and control: your website, email list, and community

Final Thought

If you want to go beyond “just sponsored ads” and build a podcast monetization machine like Crime Junkie’s, the best time to start is now.

Your podcast deserves more than just ads—it deserves a smart, diversified strategy that grows with your audience and maximizes your earning potential.

Ready to build a real, scalable monetization system for your podcast?

Click For Free Podcast Monetization Strategy