What is a Podcast Network and Should You Join One?
If you’ve been around the podcasting world for a while, you’ve probably heard the term “podcast network” and wondered what that really means. At its core, a podcast network is simply a group of shows that all fall under one company umbrella.
Wondery, Gimlet, and PodcastOne are all examples of podcast networks, which host a wide range of shows. Topics can span the gamut, but generally, listeners who enjoy one show in a podcast network are more likely to enjoy other shows of the network, which helps increase listenership and drive ad revenue.
That all sounds great, right? But before you sign up, make sure you understand the pros and cons of joining a podcast network.
✴ Networks handle ads and marketing
A group generally has more power than an individual, and that’s true for podcast networks. If you’re an indie podcast with only a few hundred downloads a week, you’re going to have a much harder time negotiating--or even starting a conversation with--big-time advertisers.
If you join a podcast network, however, the network negotiates on your behalf. Not to mention, they negotiate as a network. This means they can offer up advertisements across 50 of their shows, rather than just your single podcast, which lures in much more lucrative sponsors.
The downside? You and the network will split ad revenue. Each network is different, so you’ll need to take a look at your contract and make sure the payday works for you.
Related: How to Make Money Through Sponsorships and Advertisements?
✴ Brand recognition equals more listeners
It can be challenging to bring in new listeners to your show if you’re relatively unknown. People have a limited amount of time, and when given the option between an unknown podcast and a well-known one, they generally go with the choice they believe they can trust.
In this case, a podcast network can make you knowable. If a Wondery listener sees the Wondery icon on a new podcast they’ve never heard of, they’re immediately assured that there’s a base-level quality. Plus, if they like other Wondery shows, they’re likely to enjoy this one, too. This means a lot of potential new listeners for you and your show.
✴ Networking within the network
Like belonging to an exclusive club, being a part of a podcast network gives you easier access to other members of the network. Podcasts under the network’s umbrella can cross-promote each other or even guest on each other’s shows. This kind of networking helps expand your podcast’s audience, as you’re able to tap into the audiences of all the other shows within the network.
✴ Potential loss of creative control
While there are a ton of benefits to joining a podcast network, there are also some cons to consider. The biggest one is that you may have to give up some (or all) creative control, depending on the network and the contract you sign.
Some networks will simply offer their advice and opinions, while others will insist things are done their way. This could include the content you cover within your podcast. More likely, it means you’ll have no say over the advertisements you have to air on your show. So even if you don’t approve of a particular brand, you may have no choice but to promote them.
✴ Podcast networks can be hugely helpful
For the typical podcaster, podcast networks can make a huge difference in your show’s longevity and success. While there are certainly things to consider and points to negotiate in a contract, if you feel strongly about them, podcast networks are generally a good idea.
That said, podcast networks aren’t required, nor should you feel that you have to join the first podcast network to come knocking. Take your time, do your research, and only join a network that’s made up of shows you want to associate with and run by people you want to work with.
Until then, just keep doing what you’re doing. When the right network comes around, you’ll know.
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