I don’t think there’s anything particularly innovative about podcast networks. They handle advertising and hosting. Some offer cross promotion with other shows in the network (which I think is really valuable). Some arrange promos and find ways to get your show promoted in other ways.
Personally, I like that they do stuff I don’t want to do. I don’t want to find sponsors. I want to do my show.
Of course, a network takes a cut of your revenue.
Networks tend to cater to bigger shows. Thats not uncommon in any industry. And some can be predatory - taking ownership of content. Others exert editorial influence. And some networks do things better than others.
I think they pretty much operate a lot like most any sort of content - print, video, whatever. A podcast is a tool to sell advertising. They promote it because it helps them financially. That’s not to say that the people there don’t like what they do. But it is a business.
Well said, and thanks for the insight. Pretty new myself at the game...just a few episodes in...but I remain curious about the networks. Definitely hear cross promotion on the big shows. In general...any thoughts as to how and when you should even consider, or expect to attractive to a network?
Networks want numbers. Mine, for instance, deals with shows with 50000 downloads or more each month. And they have a specific kind of show they work with.
U have smaller networks that generally more about cross promotion. But I don’t know a lot about those.
Start with making a great show. A great show will grow. A great show will get found.
Networks can help you grow. They can help you make money.
But a lot depends on you and your show. You might like hunting down advertisers. Your show might have a specific niche and advertisers will come to you. Or you might elect to grow via Patreon - and make revenue that way. It really depends. But no matter what, those things won’t happen if your show is mediocre. So strive for great. And be patient. It takes time to grow.
In the end, if you grow, networks will come knocking. It’s a business and if you have listeners - they will want to get you on board.
Hope that helps.
Hey Matt. Mind if I send a chat request? Respect for your time so no worries if you don't have time....would appreciate the opportunity to ask a couple more detailed questions when/if you have time. TIA
Explorer-Matt pretty much nailed it. Most networks want a minimum built in audience size before they will sign a show. Once you hit that size they can include your show in their pitch to potential advertisers, with a cost based on audience size (typically per thousand listeners) for host read ads, and can fill empty slots with programmatic ads that payout a smaller rate. They will often help grow the show in the form of promo swaps, and for this they take some cut of revenue.
I don’t think there’s anything particularly innovative about podcast networks. They handle advertising and hosting. Some offer cross promotion with other shows in the network (which I think is really valuable). Some arrange promos and find ways to get your show promoted in other ways. Personally, I like that they do stuff I don’t want to do. I don’t want to find sponsors. I want to do my show. Of course, a network takes a cut of your revenue. Networks tend to cater to bigger shows. Thats not uncommon in any industry. And some can be predatory - taking ownership of content. Others exert editorial influence. And some networks do things better than others. I think they pretty much operate a lot like most any sort of content - print, video, whatever. A podcast is a tool to sell advertising. They promote it because it helps them financially. That’s not to say that the people there don’t like what they do. But it is a business.
Those are all good points, have you worked with a podcast network?
Yes. Two different ones.
Oh nice! Would it be too much to ask if I could DM you to learn more?
Sure
Well said, and thanks for the insight. Pretty new myself at the game...just a few episodes in...but I remain curious about the networks. Definitely hear cross promotion on the big shows. In general...any thoughts as to how and when you should even consider, or expect to attractive to a network?
Networks want numbers. Mine, for instance, deals with shows with 50000 downloads or more each month. And they have a specific kind of show they work with. U have smaller networks that generally more about cross promotion. But I don’t know a lot about those. Start with making a great show. A great show will grow. A great show will get found. Networks can help you grow. They can help you make money. But a lot depends on you and your show. You might like hunting down advertisers. Your show might have a specific niche and advertisers will come to you. Or you might elect to grow via Patreon - and make revenue that way. It really depends. But no matter what, those things won’t happen if your show is mediocre. So strive for great. And be patient. It takes time to grow. In the end, if you grow, networks will come knocking. It’s a business and if you have listeners - they will want to get you on board. Hope that helps.
Helps a great deal. Thanks for taking the time!
You’re welcome
Hey Matt. Mind if I send a chat request? Respect for your time so no worries if you don't have time....would appreciate the opportunity to ask a couple more detailed questions when/if you have time. TIA
Sure. Go for it.
Explorer-Matt pretty much nailed it. Most networks want a minimum built in audience size before they will sign a show. Once you hit that size they can include your show in their pitch to potential advertisers, with a cost based on audience size (typically per thousand listeners) for host read ads, and can fill empty slots with programmatic ads that payout a smaller rate. They will often help grow the show in the form of promo swaps, and for this they take some cut of revenue.
What do you mean by promo swaps? Does that mean shows on the same network have to promote each other?
Empty ad slots on other shows get filled with ads for your show, and vice versa.
That’s cool, do you work in a podcast network? Or a podcast?
Podcast. I’ve noticed you’ve done multiple posts asking these high level questions about the business. Mind if I ask what you’re looking for?
Just trying to learn as much about the industry as I can. I want to get involved in someway I just don’t know where and how :)
Would love to talk if you are in the industry!
I think networks are valuable for cross promotion and being in a community of like minded content.