How TBPN Generated $5 Million in Revenue Without Investors
In an era when most podcasts struggle to monetize, TBPN generated $5 million in ad revenue in 2025—and they're projecting $15 million for 2026. More impressively? They did it profitably with zero outside investors.
Let's break down the business model that's redefining podcast monetization.
The Revenue Model: Year-Long Exclusive Sponsorships
TBPN doesn't sell individual episode sponsorships like most podcasts. Instead, they offer year-long, category-exclusive sponsorship deals:
How It Works
- Category Exclusivity: Only one sponsor per category (e.g., one AI company, one database company)
- Competitor Protection: Sponsors get guaranteed no competitors advertise on the show
- 365-Day Presence: Daily mention and integration across the 3-hour show
- Multi-Platform Distribution: Sponsor presence on live streams (X, YouTube) and podcasts (Spotify, Apple)
Why Sponsors Pay Premium
Companies pay significantly more for TBPN because:
- Engaged Audience: Founders, engineers, VCs watching live for hours
- Decision-Maker Reach: CTOs and CEOs, not just consumers
- Authentic Integration: John Coogan and Jordi Hays naturally discuss sponsor products
- Community Trust: Viewers wearing TBPN hoodies trust recommendations
The 2026 Trajectory: Nearly Sold Out
TBPN's 2026 advertising inventory is nearly sold out, driving the $15 million projection. This represents 3x year-over-year growth, achieved by:
- Expanding category slots (more exclusive verticals)
- Increasing pricing based on proven ROI
- Adding high-value integrations (Super Bowl ad, live events)
- Growing distribution (more platforms, larger audience)
Cost Structure: Lean and Profitable
Unlike venture-backed media companies burning millions, TBPN operates lean:
Fixed Costs
- Hosts: John Coogan and Jordi Hays (founders, not employees)
- Production: Minimal crew for live streaming
- Studio: Simple setup, not elaborate broadcast facility
- Distribution: Leverages existing platforms (X, YouTube, Spotify, Apple)
Growth Spending
- Super Bowl Ad: < $50K regional buy for massive exposure
- Merchandise: T-shirts, caps, and mugs as community-building tools
- Events: Live recordings and community gatherings
By staying profitable from day one, TBPN avoided dilution and maintains full control over editorial direction.
The John Coogan Advantage
John Coogan's background gives TBPN unique advantages:
- Soylent Co-Founder: Scaled from bedroom to 9-figure revenue, understanding growth
- YouTube Creator: 455K+ subscribers taught him audience building
- Founders Fund EIR: Access to deal flow and tech insider knowledge
- Business Acumen: Knows both creator economics and startup finance
Comparison to Traditional Podcasts
Most podcasts monetize through:
- Per-episode sponsorships ($25-50 CPM)
- Programmatic ads (low revenue per listener)
- Patreon subscriptions (limited scale)
- Live shows (inconsistent revenue)
TBPN's model generates far more per listener because sponsors pay for ongoing relationship with a highly qualified audience rather than fleeting impressions.
Merchandise as Community, Not Just Revenue
While merchandise contributes revenue, its primary value is community identification. When founders wear TBPN polos to conferences or engineers don TBPN jackets at coworking spaces, they signal membership in an elite tech community.
This creates network effects: more visibility → more listeners → more sponsor value → more revenue.
The Sustainable Growth Playbook
TBPN's success offers lessons for creator-led media:
- Start Profitable: Don't rely on future funding rounds
- Own Distribution: Build on platforms you control (email, social)
- Serve Decision-Makers: B2B sponsors pay more than consumer brands
- Create Daily Habit: Consistent schedule builds routine viewership
- Offer Exclusivity: Sponsors pay premium for competitor protection
- Build Community: Merchandise and identity create loyal following
What $15 Million Means for 2026
If TBPN hits the $15 million projection, they'll be one of the highest-revenue independent podcasts globally—achieved in under 18 months from launch. This would validate that creator-led media can compete with traditional outlets on revenue, not just reach.
For the community, it means the show is sustainable long-term. You can invest in TBPN merch knowing the show will keep delivering daily tech insights for years to come.
Join the Profitable Creator Movement
TBPN proves creators don't need venture capital to build sustainable businesses. They need:
- Valuable audience (founders, engineers, decision-makers)
- Consistent delivery (daily 3-hour shows)
- Authentic relationships (guests and community trust)
- Smart monetization (year-long exclusive deals)
Watch TBPN daily at 11 AM PT, grab your TBPN mug, and study how John Coogan and Jordi Hays built a $5 million (soon $15 million) media company with zero investors.
The future of media is creator-led, profitable, and audience-owned. TBPN is showing the way.