When it comes to voiceover rates, there’s no one-size-fits-all number. Rates vary based on the type of project, usage, and distribution. If you’re looking for a reliable source to gauge pricing, the GVAA (Global Voice Acting Academy) and Gravy for the Brain (GFTB) offer some of the most respected guides in the industry. But even they don’t set the rules—because there are no hard rules. Voiceover rates are a range more often than not, rather than a fixed price.
Voiceover Rates Are a Guide, Not a Law
One of the biggest misconceptions among newcomers is that industry rate guides dictate what you must charge. They don’t. These are guides, not laws, and as a voice actor, you are your own business. Negotiating and cutting a deal is completely acceptable and legal. That said, working far below industry rates doesn’t just hurt your bottom line—it hurts the industry as a whole.
A rising tide raises all boats, and that’s the mindset professional voice actors should have when approaching rates. If too many people accept lowball offers, it drags down the standard for everyone. Companies get used to paying less, and suddenly, what was once a fair rate is now considered too high. The long-term health of the voiceover industry depends on actors standing firm on fair pay.
Breaking Down Voiceover Rates by Industry
Let’s talk numbers. A voiceover rate depends on the type of work and how the final product is used. Here are some common categories:
Video Games
Rates for video game voiceover work typically range between $200 to $300 per hour, but that’s just the base. On top of that, there’s usage—which means how long the company will use your voice and where it will be distributed (depending on the circumstance). If it’s for a small indie game, that might be a one-time fee. But if it’s a blockbuster title going global, you might negotiate additional compensation.
Commercial Voiceover
Commercial voiceover rates are more complex because they’re based on usage and/or buyouts. A local radio ad will pay significantly less than a national TV campaign. Some clients offer a full buyout, meaning they pay you a one-time fee to use your voice forever. Others will pay per cycle, like three months or a year, with the option to renew. The bigger the audience, the bigger the paycheck.
Audiobooks
Audiobook narration typically falls into one of three payment structures:
- Per-finished-hour (PFH): A flat rate, usually around $200 per finished hour of audio.
- Royalty share: You get a percentage of the book’s sales instead of upfront pay.
- Hybrid deals: A mix of a smaller upfront fee plus a percentage of royalties.
Each option has its pros and cons, but experienced narrators often prefer at least some upfront payment to ensure they’re compensated for their time.
The Impact of Pay-to-Play and AI on Voiceover Rates
One of the biggest challenges to maintaining fair rates is the influence of pay-to-play (P2P) sites and AI-generated voices. P2P platforms often drive rates down by encouraging a race to the bottom, where the lowest bidder wins. While these sites can be a stepping stone for new talent, they also create an expectation among clients that cheap rates are the industry standard.
Meanwhile, AI-generated voiceover is undercutting the lowest tier of talent, while leaving high-end, professional work untouched—for now. This is why experienced voice actors and talent agents are so crucial. They fight to keep rates fair and ensure that skilled professionals aren’t losing work to automated voices charging a fraction of the cost.
What Is Usage and Why Does It Matter?
Usage is one of the most important factors in determining voiceover rates, and yet many clients (and even some voice actors) don’t fully understand it.
Usage fees depend on:
- How long the client will use your voice.
- Where the content will be distributed (local, national, or global).
- How many people will hear it (niche audience vs. mainstream exposure).
For example, a YouTube video for a small business has a different rate structure than a TV ad airing during the Super Bowl. The more exposure a project gets, the more you should be compensated. That’s why it’s critical to discuss usage fees upfront instead of just accepting a flat rate.
Final Thoughts on Voiceover Rates
At the end of the day, setting your rates is about knowing your worth while staying competitive. GVAA and GFTB rate guides are a great starting point, but your rates should reflect your experience, skill level, and the specific demands of each project.
While negotiating is part of doing business, undercutting industry standards hurts everyone. When professional voice actors stand firm, they help keep rates high and ensure that voiceover remains a sustainable career. So, whether you’re just starting out or a seasoned pro, keep one thing in mind: the tide rises when we work together.
Understanding Voiceover Rates by Kate Marcin
