Why Joining A Podcast Network Isn’t Always the Right Move

Thinking of joining a podcast network and aren’t sure if it’s the right move for your podcast? Let’s take a few steps back and examine the pros and cons of becoming one with a podcast conglomerate. Some opportunities aren’t as good as they seem.

How podcast networks work

A podcast network is an organization that brings together a collection of podcasts to operate under one umbrella company. You might recognize names like iHeartRadio or NPR as some of the largest podcast networks in the industry today. Under podcast networks, individual shows are still owned and hosted by their creators, but are managed by the umbrella organization. 

Networks are generally great avenues for stimulating podcast growth, which is why many creators aim to partner with one after hitting significant podcast milestones. Some networks focus solely on boosting visibility and audience popularity, whereas others are more effective in advertising and monetization. Unfortunately, not all podcast networks are created equal. Finding the right one to partner with can be an exhausting process for creators; you just need to know where to start. 

Podcast networks are great for building relationships in the community with advertisers and fellow podcasters, all in the effort to build profitable collaborations. They are particularly useful for podcast growth and are a solid option for those looking to climb chart rankings and monetize their shows (who wouldn’t want that?). Sure, this can be accomplished on your own, but doing so as a lone podcaster is difficult and requires patterns of sustained growth, high downloads, and a little industry know-how.

The pros and cons of joining a podcast network

It makes sense why many choose to go the network route considering joining one eliminates much of the nonsense that comes with navigating podcast monetization. If you’ve been approached by a network or simply want to weigh your options before joining, here are the most notable pros and cons:

Pros:

Increased exposure for audience growth:

Many, if not all, podcast networks work to increase the exposure of the podcasts they partner with. Whether through marketing efforts or cross collaborations facilitated by the network, audience growth is a common side effect of these partnerships. 

Opportunities for monetization:

The best network opportunities come in the form of podcast revenue generation. Legitimate podcast networks are well-connected and can facilitate partnerships with advertisers curated to your audience and overall brand.

Professional support and insider resources:

Arguably one of the best aspects of signing with a network is having a team of podcast pros to fall back on for support when things go awry. 

Marketing and promotion:

Need we say more? Who doesn’t want their podcast to flourish thanks to the help of curated advertising and marketing strategies? This is where a majority of podcast networks really shine.

Allows you to focus solely on making content:

With the right agency, you can focus on recording quality podcast content while they handle all of the management and promotional aspects behind the scenes. Staying consistent with recording is easier than ever with the help of a dedicated network.

Cons:

Loss of creative control:

This doesn’t always happen, but it’s within the realm of possibilities. Please know and fully understand the terms of your agreement before signing on with a network. 

Dependence on the success of the network:

If your chosen network fails, your podcast can fail too. This is why you need to stay consistent in episode cadence and quality, even after signing onto a network. Consistency is the key to success in podcasting. If the network fails, at least you’ll have your core audience to fall back on because you stayed consistent.

Taking a cut of your revenue:

Remember, podcast networks are here to make money and will take a cut of your revenue. Make sure to understand your contract so you know what percentage of your earnings goes to the network. 

Keep in mind that joining a podcast network isn’t a guarantee of success and every network is in the business of making money. This isn’t necessarily a bad thing and can certainly work in your favor. That being said, many factors are crucial to the overall success of a podcast network and if you’re willing to take the leap, it can be worth it. Just make sure to ask a few questions before signing the contract.

Questions you should ask before joining a network

Always ask as many questions as possible before joining a podcast network. In order to have a chance at a successful collaboration, you need to know exactly what you’re getting into. 

• What kind of support and resources will this network provide?

• What are the network’s ultimate goals, particularly with my podcast?

• What exactly are the financial terms and revenue sharing expectations?

• How will the network handle any sponsorships and collaborations that come my way?

• What’s the network’s track record with other podcasts?

• How does my podcast (niche) fit in with the other podcasts under this network umbrella?

• How does the network promote its podcasts?

• What exactly are the terms for podcast ownership and creative control? What will I maintain control over and what will they gain access to?

• How would we go about resolving disputes? Who is my point of contact?

• What are the network’s expectations for audience growth and download performance?

• How will my podcast’s analytics be tracked? Will I have access to those metrics?

• Will I be collaborating with other podcasters within the network?

• What can they guarantee as far as collaborations and networking?

• What are the network’s expectations of me as a creator?

• Lastly, what is the process for leaving the network if needed? 

For a deeper dive into understanding podcast networks and how they operate, check out this article by Riverside.

LaunchPod Media is a podcast management and production company based in the heart of Salt Lake City, Utah. The mundane aspects of starting and maintaining a podcast are made easy with the help of our industry pros who are committed to optimizing your podcast. We cover everything in podcasting including show management, episode posting, guest coordination and collaboration, SEO, and podcast writing. Let us take your podcast to the next level!