Recording is free; promotion is regulated
UAE media law regulates publishing and, since 1 February 2026, advertising. Sitting in a room with microphones is not a licensed activity, and no studio we checked asks for a licence before a booking. What changes the picture is promotion. The NMA's Advertiser Permit guide applies the permit to every individual who produces advertising content "on social media platforms or any modern technological means" from within the UAE, paid or not. A podcast on YouTube or Spotify is such a means.
For residents the permit is free for the first three years, then AED 1,000, but it requires an e-media trade licence underneath. Our Advertiser Permit guide walks through the licence routes and the three exemptions. Advertising on social media without a permit is fined under Cabinet Resolution 42/2025: a warning first, then AED 20,000, then AED 50,000.
Which show needs what: a decision table
| Your show | Advertiser Permit | Trade licence with media activity | Notes |
|---|---|---|---|
| Hobby show, no sponsors, no affiliate links | No | No | Content standards still apply |
| Founder hosts the company's own podcast | No (owner exemption) | The company's existing licence | The show promotes the owner's business |
| Staff host the employer's podcast | No (employee exemption) | The company's existing licence | Exemption covers the employer only |
| Host reads a paid sponsor message | Yes | Yes | Disclose the ad at the start, in audio and in the description |
| Guest creator paid to promote your brand on your show | The guest needs one | The guest's own | Ask for the permit number before booking |
| You produce shows for clients for a fee | Not for production itself | Yes, a production activity | You invoice; the client's host may need a permit |
The owner and employee exemptions are summarised in our permit guide. Where a case is unclear, for example a company show with an outside host on a retainer, ask the NMA in writing. The content standards under Federal Decree-Law No. 55 of 2023 apply to every show, licensed or not: no defamation, nothing against religion or national symbols, no misleading claims. A guest who names a competitor or a private person on air is your problem too. See our guide on the UAE media content standards.
Studio prices in Dubai
| Studio | Area | Published rate | What you get |
|---|---|---|---|
| Panorama | JLT | AED 350/hour plus cleaning | City-view set, studio lights |
| Birdcast | DIP 1 / Business Bay | AED 399/hour | Three 4K cameras, SM7B mics, lighting, technician, raw files |
| Birdcast, live camera cut | AED 550/hour | Switched multi-cam video ready to publish | |
| Birdcast, recording and full edit | AED 800/session | Editor, sound mastering, grade, intro and outro | |
| AK Studio | Deira | AED 450 for 2 hours | Multi-camera, mics, lighting |
These are published asks, checked for our studio rental guide, which also covers photo and video studios. Most studios do not say what "session" means in minutes; ask before you book.
A 10-episode season, three ways
Assume a 45-minute conversation, which takes about 2 hours in the studio with set-up, sound checks and a retake. Each episode also needs 3 vertical clips.
| Line | A. Hourly studio, freelance editor | B. Studio with full edit | C. Budget room, freelance editor |
|---|---|---|---|
| Studio per episode | 2 h × AED 399 = AED 798 | AED 800 per session | AED 450 for 2 h |
| Long-form edit per episode | 3 h × AED 100–600 = AED 300–1,800 | Included | 3 h × AED 100–600 = AED 300–1,800 |
| 3 clips per episode | 3 × AED 70–550 = AED 210–1,650 | 3 × AED 70–550 = AED 210–1,650 | 3 × AED 70–550 = AED 210–1,650 |
| Per episode | AED 1,308–4,248 | AED 1,010–2,450 | AED 960–3,900 |
| Season of 10 | AED 13,080–42,480 | AED 10,100–24,500 | AED 9,600–39,000 |
Editor rates are the market asks published by one Dubai editor (AED 100–600 an hour); clip prices range from a flat AED 70 per edit to around AED 550. Our video editing cost guide has the full range. Without clips, a season sits at roughly AED 7,500–26,000, which is the figure in the summary above.
If the show carries sponsors, add the licence underneath the permit. Our permit guide cites a SHAMS media package from AED 5,760 a year as the cheapest route quoted.
Video first, because that is where the audience is
DataReportal counts 8.37 million YouTube ad-reachable users in the UAE, more than Instagram's 8.05 million. Audio platforms publish no comparable UAE figure. So we film every podcast, publish the full episode on YouTube and the audio on Spotify and Apple, and treat the vertical clips as the main advertising for the show. A 50-minute episode is something few people start; a 40-second clip with a strong line is something many finish.
What nobody tells you
- The guest drives distribution. A guest with an audience who shares the clips is worth more than a better microphone. Agree in advance that they will post.
- Office podcasts sound like offices. Glass meeting rooms echo. If you record at work, pick the room with carpet, curtains and soft furniture, or bring acoustic panels.
- Music needs a licence. An intro track from a library you did not license can get the episode blocked on YouTube. Read our guide on music in reels and ads.
- Episode 4 is the hard one. The first three get recorded on enthusiasm. Book the whole season's dates on day one.
Vladimir Chernyshev, GM: For a business, a podcast is a way to produce 30 good short videos a quarter from one day of talking. Judge it by the clips and the leads they bring, not by downloads of the full episode.
