Rates, Rates, Rates

February 10, 2025 / Tomas Villamizar

Rates, Rates, Rates.

The business side of voiceover is something a lot of voice actors struggle with when starting out. Everyone wants to be in the booth—acting, performing, bringing characters to life. But when it comes to getting paid what you deserve, suddenly, it’s intimidating. I get it.

When I was starting out, I kept hearing, "You need a rate sheet!"—which is true, but there are so many variables that I prefer using different resources to determine what to charge.

Usage: The Biggest Factor in Rates

The most important variable that impacts your rate is usage—how the voiceover will be used. This usually falls into one of two categories: broadcast or non-broadcast.

  • Non-broadcast is pretty straightforward. The client won’t be airing the audio on TV or radio.


  • Broadcast is where things get more complex. Here, the key factors are how long the ad will run and in which markets (local, regional, national, or worldwide).

You don’t want to charge the same for a local radio ad as you would for a global TV commercial. Why? Because usage determines exclusivity. If you voice a commercial for a brand in a specific industry, you may be contractually unable to work with their competitors for the duration of the campaign. That’s why understanding where and for how long your voice will be used is crucial for fair compensation.

Revisions & Extra Work

Some projects may also require revisions or re-records. If there’s a significant amount of extra work involved—like extensive script changes, file splitting, or additional lines—you should charge accordingly. It’s always a good idea to clarify revision policies with the client upfront.

Resources for Setting Rates

I use a couple of go-to resources to help guide my rates:

  • GVAA Rate Guide – This is the industry standard, covering a wide range of VO categories with rate ranges based on market and duration. It’s a guideline, not a rulebook, but it’s something all voice actors should strive to follow to keep industry rates competitive.

  • Indie Rate Guide – I use this more for indie projects, especially those that pay per line or per word.

Flexibility & Building Relationships

Not every client has the budget for industry-standard rates, and that’s okay. When working with clients unfamiliar with voiceover pricing, I’ll often present the rate guide to educate them—but I may also ask for their budget first.

At the end of the day, this business is built on relationships. If working within a client’s budget (even just for the first project) can lead to a long-term partnership, that’s worth considering.

Your Business, Your Rates

Ultimately, your rates are your decision. While we should all aim to uphold competitive industry standards, if you feel fairly compensated for a project, then it’s the right rate for you.

Voiceover is a marathon, not a sprint, and learning how to price your work is part of the journey. Keep growing, keep learning, and always know your worth.