Should You Join A Podcast Network? What You Need To Know
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.
Podcast networks often look for shows with strong audience engagement metrics, such as positive reviews and social media interactions.
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, it’s crucial to understand the pros and cons of joining a podcast network. In this comprehensive guide, we’ll dive deep into the world of podcast networks, exploring their benefits, potential drawbacks, and what you should consider before making the decision to join one.
Understanding Podcast Networks
Before we delve into the pros and cons, let's take a closer look at what podcast networks are and how they operate.
Definition and Structure
A podcast network is essentially a collection of podcasts that are produced, distributed, or monetized by a single company. These networks can vary widely in size and scope. Some networks focus on a specific niche or genre, while others cover a broad range of topics.
Types of Podcast Networks
Production-Focused Networks: These networks are involved in the creation and production of podcasts. They often provide resources like studios, equipment, and production staff.
Distribution-Focused Networks: These networks primarily help with the distribution and promotion of podcasts, leveraging their platforms and partnerships to increase a show's reach.
Monetization-Focused Networks: These networks specialize in generating revenue for podcasts through advertising, sponsorships, and other monetization strategies.
Full-Service Networks: Many large networks offer a combination of production, distribution, and monetization services.
Now that we have a better understanding of podcast networks, let's explore the potential benefits of joining one.
How Podcast Networks Work
Podcast networks work by providing a platform for individual podcasters to produce, distribute, and monetize their content. These networks typically offer a range of services, including production support, marketing, and advertising sales. In exchange for these services, podcast networks often take a percentage of the revenue generated by the podcasts in their network.
Most podcast networks operate on a revenue-sharing model. This means that the network takes a percentage of the ad revenue generated by each podcast, typically ranging from 10% to 40%. The network may also offer additional services, such as production support, editing, and distribution, to help podcasters create high-quality content. By pooling resources and leveraging collective bargaining power, podcast networks can provide individual podcasters with opportunities that might be difficult to achieve on their own.
The Benefits of Joining a Podcast Network
1. 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.
Additional Benefits in Advertising:
Access to Premium Advertisers: Networks often have relationships with high-profile advertisers that individual podcasters might not be able to reach.
Higher Ad Rates: Due to their collective bargaining power, networks can often secure higher rates for ads than individual podcasters.
Professional Ad Integration: Many networks have expertise in seamlessly integrating ads into content, potentially leading to better listener experience and higher conversion rates.
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.
2. 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.
Promoting new episodes through community engagement on social media, specifically using hashtags like #PodernFamily, can significantly boost visibility and audience growth. This approach encourages podcasters to share their latest content while fostering a supportive network.
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.
Additional Benefits in Brand Recognition:
Cross-Promotion: Networks often promote their shows across their entire portfolio, exposing your podcast to listeners of other shows in the network.
Media Opportunities: Being part of a recognized network can lead to more press coverage and media appearances.
Listener Trust: As mentioned, listeners often trust shows from networks they're familiar with, which can lead to faster growth for your podcast.
3. 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.
Additionally, leveraging guest appearances on other podcasts can help grow your audience by tapping into the listeners of those shows.
Additional Networking Benefits:
Collaborative Opportunities: Being part of a network can lead to collaborations with other podcasters, potentially resulting in special episodes or new show concepts.
Knowledge Sharing: Networks often facilitate the sharing of best practices and industry insights among their members.
Industry Connections: Through the network, you might gain access to industry events, conferences, or partnerships that would be difficult to access as an independent podcaster.
4. Production and Technical Support
Many podcast networks offer production and technical support to their members. This can be especially valuable for podcasters who are just starting out or those who want to focus more on content creation than technical details. Starting your own podcast within a network can provide valuable production and technical support, helping you focus more on content creation.
Professional Editing: Networks often have in-house editors who can polish your episodes to a high standard.
Sound Design: Access to professional sound designers can elevate the overall quality of your podcast.
Technical Troubleshooting: Having a team to turn to when facing technical issues can save you time and stress.
5. Data and Analytics
Podcast networks often have access to more comprehensive data and analytics tools than individual podcasters. This can provide valuable insights into your audience and help inform your content strategy. Understanding podcast listeners through detailed analytics can help you identify niche topics that may appeal to them.
Detailed Listener Demographics: Networks can often provide more in-depth information about who your listeners are.
Performance Benchmarks: You can see how your show performs compared to others in the network, helping you set realistic growth goals.
Trend Analysis: Networks can help you understand broader trends in the podcasting industry that might affect your show.
Potential Drawbacks of Joining a Podcast Network
While there are many benefits to joining a podcast network, it’s important to consider the potential drawbacks as well.
While self-promotion is often restricted in online communities, there are alternative ways to share your work, such as casual invitations or benefiting from network support.
1. 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.
2. Revenue Sharing
While networks can help you earn more overall, you'll have to share that revenue with the network. Depending on the terms of your agreement, this could mean giving up a significant portion of your earnings.
3. Contractual Obligations
Joining a network usually involves signing a contract, which may include commitments to:
Produce a certain number of episodes
Maintain a specific release schedule
Participate in network events or promotions
Exclusive rights to your content for a set period
Make sure you're comfortable with these obligations before signing.
4. Less Direct Relationship with Advertisers
While networks handling advertising can be beneficial, it also means you have less direct contact with advertisers. This can make it harder to build long-term relationships with brands that align with your values and audience.
5. Potential for Getting Lost in the Shuffle
If you’re part of a large network with many shows, there’s a risk that your podcast might not receive as much attention or promotion as you’d hope. Smaller or newer shows sometimes struggle to stand out within big networks.
Many successful podcasters operate independently and achieve great success by focusing on quality, consistency, and audience engagement.
What to Consider Before Joining a Podcast Network
If you’re contemplating joining a podcast network, here are some key factors to consider:
Evaluating your podcasting journey and understanding the integration process can help you make an informed decision about joining a network.
Your Goals: What do you hope to achieve by joining a network? More listeners? Better monetization? Production support? Make sure the network aligns with your primary goals.
Your Current Growth: If your podcast is already growing steadily and you’re happy with your progress, you might not need a network. However, if you’re struggling to grow or monetize, a network could provide valuable support.
The Network’s Reputation: Research the network thoroughly. What do other podcasters say about their experiences? How do listeners perceive the network’s shows?
Contract Terms: Carefully review any contract offered by the network. Consider having a lawyer look it over if possible.
Your Workload: Will joining the network increase or decrease your workload? Make sure you’re prepared for any additional responsibilities.
Exit Strategy: What happens if you want to leave the network? Understand the terms for ending the relationship before you begin.
Cultural Fit: Does the network’s culture and values align with your own? You’ll be closely associated with the network, so make sure it’s a good fit.
Eligibility Criteria and Application Process
To join a podcast network, podcasters typically need to meet certain eligibility criteria. These criteria may include having a minimum number of downloads or subscribers, maintaining a consistent release schedule, and demonstrating high-quality production values. Additionally, a clear and engaging format and a strong brand identity are often essential.
The application process for joining a podcast network usually involves submitting a proposal or application to the network. This proposal should include detailed information about the podcast, such as its format, target audience, and production values. The network will then review the proposal and decide whether to accept the podcast into their network. This process ensures that the network maintains a high standard of content and that new shows align with their overall brand and audience expectations.
Life Inside a Podcast Network
Life inside a podcast network can be a collaborative and supportive experience for podcasters. Network members often have access to a range of resources, including production support, marketing, and advertising sales. This can help podcasters to grow their audience and increase their revenue. Being part of a network also means joining a community of like-minded people, which can lead to valuable networking opportunities and knowledge sharing.
However, being part of a podcast network can also have its downsides. For example, podcasters may have to adhere to certain guidelines or branding standards, which can limit their creative freedom. Additionally, the revenue-sharing model can be a source of tension, particularly if podcasters feel that they are not receiving a fair share of the revenue generated by their content. It’s important to weigh these factors carefully and ensure that the benefits of joining a network outweigh the potential drawbacks.
What to Expect from a Podcast Network
When joining a podcast network, podcasters can expect to receive a range of services and support. These may include production support, such as editing and mixing, marketing and promotion through social media and advertising, and advertising sales, including dynamic ad insertion and sponsorships. Networks also handle distribution, ensuring that your podcast is hosted and delivered to major platforms like Apple Podcasts.
In addition to these services, being part of a network often means access to community and networking opportunities, such as events and meetups. This can lead to collaborations and cross-promotion with other podcasters in the network, further expanding your reach. In exchange for these services, podcasters typically pay a percentage of their revenue to the network. This percentage can vary depending on the network and the terms of the agreement, so it’s important to understand the financial implications before joining.
Support and Resources for Network Members
Podcast networks often provide a range of support and resources for their members. These may include production support, such as editing and mixing, marketing and promotion through social media and advertising, and advertising sales, including dynamic ad insertion and sponsorships. Networks also handle distribution, ensuring that your podcast is hosted and delivered to major platforms like Apple Podcasts.
In addition to these core services, network members often benefit from community and networking opportunities, such as events and meetups. These gatherings can provide valuable opportunities for collaboration and cross-promotion with other podcasters in the network. Networks may also offer access to industry events and conferences, providing further opportunities for learning and growth. Overall, podcast networks can provide a range of benefits for podcasters, including increased exposure, revenue, and support. However, it’s essential to carefully consider the terms of the agreement and the potential downsides before joining a network.
Conclusion
Podcast networks can be hugely helpful for many podcasters. They offer significant advantages in terms of monetization, audience growth, and production support. 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. Focus on creating great content, building your audience, and improving your craft. When the right network comes around, you'll be in a strong position to make the most of the opportunity.
Remember, the success of your podcast ultimately comes down to the quality of your content and your connection with your audience. A network can amplify your success, but it can't create it from nothing. Keep focusing on making the best podcast you can, and the right opportunities will come your way.
LIKED THIS ARTICLE? DOWNLOAD OUR FREE PODCASTING GUIDES
Launch a Podcast in 30 Days Checklist The Ultimate Production Checklist Vocal Warm-ups for Podcasters Target Listener Persona Template