There are a number of big-time podcast networks, like Radiotopia and Gimlet, that often feel far out of reach. But there are also growing opportunities for independent podcast networks, geared toward mid-level and brand-new podcasts.

There’s a huge difference between joining a podcast network and reaping the benefits, versus being the one to actually create and run the network.

Starting a podcast network is essentially starting a new business, so you don’t want to head into this blindly. If all you’re after is networking and cross-promotion opportunities, then you might be best off simply reaching out to guest on other podcasts and connecting with hosts that way. If what you really want to do is start a podcast network, then here’s what you need to consider.

✴ What’s your “why” for starting a network?

This is your mission statement, and it will be your guiding light when things get tough. Why are you starting a podcast network? What do you hope to achieve and get out of it, and why is a network the way to accomplish those goals?

✴ What’s your niche?

When you’re starting out, you’re not going to be able to compete with popular networks like Wondery. Instead, your success will come from being able to define and capitalize on a specific niche.

Do all the podcasts in your network have to do with New York in some way? Is each show a deep-dive into a different tabletop board game? Whatever it is, you want to be as specific as possible. This way, potential listeners will know what to associate with your network.

✴ What’s your business plan?

Like we said above, a podcast network is a business. So, it goes to reason, you need a business plan. Rather than tackling issues as they appear, take the time before you even start to run through all the scenarios you can think of. Then, figure out what you’re going to do in each one of them.

For example, what are the criteria for bringing on a new show into the network? What about ending a contract with a show that’s not working out anymore? And to follow-up with that, how are you handling the legal contracts with each show?

Those are only three questions out of a million that will likely arise. Being prepared, rather than coming up with answers on the fly, will help you tremendously as you move forward.

✴ Who’s in your network and why?

Are all the podcasts within the network ones you’ve created? Or are you reaching out to other podcasts and asking them to join your network?

If the second, what will you be able to offer them?

Perhaps your shows will all cross-promote each other in ads. Or, you’ll encourage hosts to guest on each other’s shows. Decide upfront whether these perks will be contracted or simply suggested.

What ad revenue benefits will you provide to the shows within your network? Will you allow each show to have total creative freedom, or do you have rules you want in place?

Think through all of these questions. Once you have your answers, ask yourself, would you join this network based on the benefits? Or are there not enough pros to entice new podcasters?

✴ Final thoughts

Starting a podcast network may sound simple, but in reality, it takes a lot of thought and work. Creating a new network isn’t for everyone. You must have a clear vision and purpose for why you’re going down this path. And then, it’s even more crucial to have a solid understanding of why others should join you. Once you have all of those, then it’s simply a matter of putting your plans into action.

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