When you think of podcast networks, your mind often goes to the giants – like Wondery and Gimlet Media. However, there are smaller and more niche networks eager to collaborate with up-and-coming podcasters who have yet to reach star status.
Podcast networks can be a valuable asset for boosting revenue and growing your audience, but they aren't the best choice for every creator.
In this blog, we’ll dive into the pros and cons of joining a podcast network, the requirements for joining, and how to pitch your show. Lastly, we’ll go over 10 podcast networks to have on your radar this year.
What is a podcast network?
A podcast network brings together multiple podcasts that are often under a shared brand or theme.
These networks provide support to podcast creators, such as marketing, distribution, and monetization services, while offering listeners a diverse range of shows in one place.
By grouping podcasts, a network can help creators reach a broader audience, open up the door to monetization, and create opportunities for cross-promotion among the shows within the network.
Who can join a podcast network?
Unsurprisingly, podcast networks typically want to partner with podcasters who have already built a strong following or it seems promising that they will and consistently produce quality, valuable content.
On top of that, to maximize revenue, these networks often have specific requirements:
- Download Numbers: Most networks require a minimum of 1,000 downloads per episode or at least 5,000 per month, with larger networks often expecting even more.
- Consistency: Networks generally prefer podcasts that release new episodes at least once a week, ensuring regular engagement with listeners.
- Revenue Sharing: Joining a network usually involves agreeing to a revenue-sharing model, where the podcast shares a portion of its earnings with the network, often on a 70/30 basis.
While most networks focus on established podcasts, some, like the BBC and HubSpot (through HubSpot Creators), are open to pitches for new shows, offering opportunities for emerging creators to gain support and grow within a network.
Should you join a podcast network?
Like most things, there are pros and cons to podcast networks. Your goals, values, and where your show is in its lifecycle will affect your decision.
With all this in mind, here are some pros and cons to consider:
Pros to joining a podcast network
Increased reach and exposure
Networks have the resources to market your podcast effectively, often through cross-promotion with other shows within the network. This means your content can reach a broader audience, attracting new, loyal listeners who might otherwise never discover your show.
For independent podcasters, this is an invaluable opportunity to grow your listener base and stand out in a crowded market.
Open the door to more monetization opportunities
Networks act as agents, negotiating deals or making connections with advertisers for your show or others. With networks often managing ad placements—whether pre-roll, mid-roll, or post-roll—you can focus on creating content while monetizing your passion.
Plus, as your audience grows, so does your earning potential, providing the financial means to reinvest in and further improve your podcast.
Increased credibility and authority
Being associated with a well-known podcast network significantly boosts credibility and solidifies your show’s place as a trusted source (or even quality entertainment). Put another way – listeners are more likely to trust and tune into your show if it’s part of a recognized network, especially one that aligns with your genre.
This credibility by association can open doors to new opportunities, such as high-profile guest appearances and collaborations, further establishing your podcast as a reputable and authoritative voice in your niche.
Networking and collaboration opportunities
Joining a podcast network connects you to a community of other podcasters, which comes with opportunities for collaboration and guest appearances.
Plus, networks will often host or attend top industry events that help expand your own connections, meet new guests, and gain advice from podcast pros. These events are often quite expensive, so it’s a nice feeling to be on the VIP list.
Cons of joining a podcast network
Loss of creative control
Unfortunately, joining a podcast network can sometimes mean giving up some creative freedom (depending on the network).
Networks may impose restrictions on your content to maintain good relationships with advertisers. This could include avoiding certain topics, censoring your content, or criticizing other shows, people, or brands.
Plus, you’ll likely not be able to control which sponsors are featured on your podcast. This makes it virtually impossible to ensure alignment with your personal brand.
However, these stipulations are usually outlined in the contract, so it's crucial to review the terms carefully before signing and seeking legal advice and support.
Revenue sharing
As mentioned, being part of a network opens doors to more lucrative ad deals, but it also means sharing a portion of your revenue.
On average, networks take around 30% of the ad revenue generated by your podcast and as your show grows, this percentage could increase. As a result, some podcasters eventually find they can negotiate better ad deals independently.
Migration from your hosting site
Joining a podcast network may require you to switch to their preferred hosting platform or podcasting tools. This transition can be time-consuming, and confusing, and may involve technical challenges, such as data loss or disruptions in your podcast’s availability.
As a result, the process of migrating your content to a new hosting site can be a major inconvenience.
Exclusive sponsorship agreements
Networks might ask you to sign contracts giving them exclusive rights to manage your sponsorships and advertisers. This could mean ending any existing sponsorship deals you have and relinquishing control over future advertising opportunities.
While this can streamline your ad management, it also limits your ability to choose sponsors that align with your podcast’s values and audience.
Success isn’t guaranteed
While many podcasts benefit from joining a network, success is not guaranteed. Despite the additional resources, assistance, and exposure, your podcast’s growth still heavily depends on the quality and appeal of your content.
Being part of a network can provide support, but it's ultimately up to you to create engaging and high-quality episodes that resonate with your audience.
How do you join a podcast network?
Now that you’ve weighed the pros and cons, how do you go about actually joining a network?
Here’s how the process typically works:
1. Nail down your list of potential networks
To maximize your chances of success, seek out networks that align with your podcast’s genre and style. Start by searching for indie podcast networks related to your genre on Google, exploring public forums like Reddit, or browsing platforms like Chartable.
You can also look at similar shows on podcast directories like Rephonic or Podchaser to see which networks they belong to. Once you've identified potential networks, thoroughly research how your podcast would fit within their existing lineup.
2. Make sure you meet the network’s requirements
Before approaching a network, focus on growing your podcast and demonstrating its value. This means increasing your download numbers, consumption metrics, and implementing effective marketing strategies to show that your podcast is already successful or up and coming. The more you can prove your podcast’s appeal, the better your chances of being accepted into a network.
Metrics aside, consistently producing high-quality, engaging content is crucial. Focus on what your listeners want by communicating with them and analyzing audience data. The better your content, the more attractive your podcast will be to potential networks.
3. Create your media kit
When preparing your podcast’s media kit for potential networks, focus on showcasing your podcast’s strengths and accomplishments.
Include essential details such as download numbers, engagement metrics, and listener demographics to give a clear picture of your audience reach.
Highlight any critical acclaim, awards, or recognition your podcast has received, and emphasize your unique selling points, whether it’s notable guest appearances, innovative storytelling, or any other elements that set your show apart.
This information will help networks see the value your podcast brings to the table.
CoHost Tip: To help you compile all the data networks are looking for, lean on a podcast analytics tool and audience insights platform like CoHost. With advanced features like B2B Analytics and Advanced Audience Demographics available regardless of your hosting setup, you can feel confident you’re in the best position to pitch potential networks.
4. Pitch your podcast
When you’re ready, craft a compelling pitch to your chosen network. Personalize your message, showing that you’ve researched the network and understand how your podcast would fit within their portfolio.
Attach your media kit to the email, highlighting your podcast’s unique strengths, including listener statistics, download numbers, and any revenue generated. Be clear about how joining the network would be mutually beneficial.
Bonus: Don’t shy away from the hard questions
Before committing, make sure the network meets your needs and expectations.
Some questions to consider before committing include:
- What’s the revenue split of shows if available?
- What additional benefits does the network offer?
- How does the network plan on promoting your show?
- Will you need to change your podcast’s hosting platform?
- What level of control do you have over ad content and revenue sharing?
All of this ensures that there are no surprises down the road.
The top podcast networks in 2024
1. Earwolf
Earwolf, a leading force in the podcasting world, is dedicated to producing some of the funniest and most engaging shows around. As part of SiriusXM's podcast network, Earwolf boasts a lineup of top-ranking favorites like Comedy Bang! Bang!, How Did This Get Made?, and Office Ladies.
Founded by Scott Aukerman and Jeff Ullrich, Earwolf has become a hub for comedy enthusiasts, consistently delivering content that entertains and delights listeners.
2. Wondery
Wondery is renowned for its character-driven, binge-worthy storytelling. The network delivers hits like Dr. Death, British Scandal, Even the Rich, and Business Wars. Plus, the Wondery+ app provides all their shows add-free and distributes popular partner shows such as SmartLess, Morbid, and How I Built This.
3. Gimlet Media
Gimlet Media is an award-winning narrative podcast company focused on fostering human connection and understanding through its storytelling. A division within Spotify, Gimlet creates and distributes both audio journalism and entertainment for listeners seeking unique, compelling content.
4. PodcastOne
PodcastOne is a top advertiser-supported, on-demand digital audio network, offering a 360-degree approach to content creation, brand integration, and distribution. With over 600 million downloads annually, it is the go-to destination for popular podcasts spanning genres such as sports, comedy, celebrity culture, entertainment, news, and politics.
5. Girlboss
Girlboss is a modern media company that empowers women worldwide with the tools and mindset to succeed. The network aims to ignite possibility, inspire, and equip women to achieve success on their own terms.
6. HubSpot Podcast Network
HubSpot Podcast Network offers podcasters the financial capital, distribution, and resources needed to fuel growth. Shows in the program benefit from network cross-promotion, speaker coaching, audio production support, and more.
The network features three tiers of podcasts:
- HubSpot Originals (produced in-house)
- Established Shows (licensed to HubSpot)
- Emerging Shows (part of the accelerator)
As part of HubSpot's commitment to independent creators in business media, they started the HubSpot Creators program which provides opportunities ranging from single video collaborations to 24-month partnerships.
7. Linkedin Podcast Network
What started in 2019 as an effort to bring some positivity to Mondays with the show Hello Monday has evolved into something much bigger: the LinkedIn Podcast Network
This ambitious project seeks to highlight the "voices at the heart of professional conversation." The lineup of shows covers a range of topics from entrepreneurship to hiring practices to leadership lessons.
8. SiriusXM Podcast Network
Featuring shows like Smartless and Dateline SiriusXM Podcast Network boasts more shows in the top 50 than any other platform, with thousands of podcasts spanning every genre and catering to a variety of audiences. By partnering with some of the biggest brands and studios in the industry, SiriusXM offers unmatched scale and impact.
9. Radiotopia
Radiotopia from PRX is a pioneering podcast network designed exclusively for independent creators. It offers podcasters the support they need to produce well-crafted, innovative audio while maintaining the freedom to thrive on their own terms.
Founded by 99% Invisible host Roman Mars and operated by the Public Radio Exchange, Radiotopia is organized as a collective of about two dozen shows, where producers retain complete artistic control over their work.
10. WNYC Studios
WNYC Studios is known for creating some of the most critically acclaimed and popular podcasts of the last decade, such as Radiolab, The New Yorker Radio Hour, Death, and Dolly Parton’s America. Their shows range from personal narratives to investigative journalism, informing and entertaining millions of curious and engaged listeners across digital, mobile, and broadcast platforms
Is a podcast network right for your show?
Joining a podcast network can be a powerful strategy for monetizing your show, enhancing your marketing, expanding your network, and more. However, it does come with its drawbacks, often including a lack of creative control, hosting site migration, and revenue sharing.
Regardless of the path you choose, it’s crucial to evaluate your podcast goals, the direction of your show, and your personal values and preferences.
If you’re still on the fence about joining a network and are looking for alternative ways to grow your show, reach out to our team of podcast pros.
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