Joining a podcast network is one of the most effective ways to promote, grow and monetize many shows. But, how do podcast networks make money?
We will answer this question in the article below. In addition, we will cover the pros and cons of this network and much other valuable information.
So, let’s read on to discover!
How Do Podcast Networks Make Money?
Podcast networks are set up to connect creators and advertisers for a fee, with a standard commission of 30%. They can produce their shows, but they collaborate with other people most of the time.
This business model benefits both creators and advertisers. Specifically, advertisers don’t have to pay anything before getting value from the network. Besides, the creators don’t need to find and work with advertisers.
Do Podcast Networks Guarantee the Success of Your Shows?
The fact is that you can significantly benefit from cross-promotion in reaching new listeners. There is no guarantee of 100% profits or success for your shows.
Developing exciting and engaging content to ensure new listeners stay loyal and engaged with your podcasts is essential.
The quality and relevance of your podcasts are the most critical factor to focus on as it ensures your long-term success.
Besides, before joining a network, you will have to look closely at the transaction details and assess whether it provides enough value that you need.
Finally, before reaching out to a podcast network, it’s best to make your show as valuable as possible.
What Types of Podcasting Networks?
The business model of podcast networks is essentially the same. Yet, they have differences with others, which you need to consider when choosing a network:
#1. Creative Control
When joining a podcasting network, you need to follow its rules, which are sometimes influenced by the advertisers they do business with.
Fortunately, most networks know that the success and well-being of the show depend significantly on the personality and creativity of the author.
That’s why they often don’t place a high degree of creative control on creators. However, they can still ask you to change the content.
Many networks have partnerships with publishing houses. In other words, by partnering with these people, you can get book purchases after your shows attract large audiences.
The deal looks appealing to creators looking to become experts in their own niche, as it could benefit podcasters in the long run.
You may get more support if you partner with some podcasting networks that have access to VC funding.
You can get support in the form of a dedicated producer who will help you both prepare and edit your show. Sometimes, they are also willing to help you create a dedicated podcast website in the network.
Pros And Cons of Joining a Podcasting Network
Nothing is perfect and joining a podcasting network is no exception. The following are its advantages and disadvantages.
- Increase Visibility
The explore or discovery sections on podcast directories, such as Spotify and Apple Podcasts, focus on trusted big-name shows.
Independent podcasts have difficulty making their name known. However, being part of a network can boost the visibility of your shows.
- Stable revenue
You can earn a steady income from your podcast by reaching out to many potential advertisers.
You will get increased access to high-paying advertisers. In addition, you also do not have to waste time and effort in finding sponsors. As a result, you have more precious time to focus on creating content.
- Grow the listener base
You will reach new audiences who already enjoy your show through cross-promotion on other shows.
You can gain more considerable marketing expertise from podcast networking marketing teams.
- Help with production
You will benefit from production & editing coaching and services. As a result, your podcast will achieve the best quality as quickly as possible.
Through reaching out to countless new connections, you can get advice from successful podcasters. In other words, you will be joining a team that can provide long-term personal growth benefits. Sometimes you get to meet new friends.
- Better insights
You will benefit from resources to thoroughly analyze your audience data.
- Sharing revenue
Of course, you are not working with a charity. That means they do not help you for free. So, in most cases, you pay a cut of 30% of your sales to them.
- Potential loss of control
Some podcast networks require creators to hand over veto power over their content. Unfortunately, it means that creators have less control over the content of their shows, leading to reduced creativity.
- Finishing any existing sponsorships
Some networks may require you to sign contracts, giving them control over your advertisers and sponsors.
- Switching hosting services
Podcast networks typically prefer all of their shows to be hosted or produced using the same platform. So, it can be inconvenient for creators.
You may even lose listeners who are attached to your podcast hosting platform.
- No guarantee of success
As mentioned above, there is no 100% guarantee for the success of your shows.
The fact is that many podcasters that make remarkable profits from joining networks. However, there is no guarantee that you will gain the same success.
Therefore, you still need to work on creating engaging and high-quality content.
How Do Podcast Networks Work?
After becoming part of the podcast network, you will access their advertising and marketing machine.
They will cross-promote your shows on all of their other popular podcasts. Moreover, they will help you with all your digital marketing.
Sometimes you are supported by an in-house team of designers, copywriters, automation experts, and more.
On the other hand, they will put ads in your podcast. So you will get 70% of the ad revenue and pay them 30% in most cases.
Podcasting networks often adopt the CPM model. It means they pay a flat rate per 1,000 impressions. Commercials are placed at three different points in an episode.
- Pre-roll ads are usually located before your episode. They typically last between twenty and thirty seconds.
- Mid-roll ads are usually located in the middle of the episode. They typically last sixty seconds.
- Post-roll ads are usually located at the end of your episode. They typically last from ten to twenty seconds.
Mid-roll ads pay the most because the audience usually can’t easily ignore them. Meanwhile, pre-roll and post-roll ads are paid the same.
For example, you get $100 for the episode. According to the original deal, the podcast network takes a commission of $30, and you get 70%. Is that 30% fee worth it? The choice is yours.
What Are the Requirements to Join a Podcasting Network?
Podcast networks prioritize finding the big shows that get thousands of regular downloads per episode. So let’s take a look at some of their basic requirements!
- Publication frequency: Most networks will look for shows that publish at least one episode per week.
- The number of downloads per episode: They will prioritize shows that gain at least 1,000 downloads per episode.
- Revenue sharing: You will have to accept sharing % of the earned revenue with them (usually 30%)
- Creative control: You are rarely required to review or approve scripts.
- Cross-promotion: If your podcast is prominent and famous, you may be asked to cross-promote other shows.
You can check out this video to know more:
Top Podcasting Networks 2022
There are podcasting networks active in the market. Here are some of the names worth considering and actively looking for creators to add to their portfolio.
But they only accept podcasts that receive 50,000 downloads each episode.
Wondery is an American network backed by 20th Century Fox. Hernan Lopez founded it in 2016. It is showcasing more than 70 shows related to various topics, such as business, entertainment, and crime.
#2. Gimlet Media
Gimlet was founded by This American Life producer Alex Blumberg and is a division of Spotify. It focuses on topics related to digital audio journalism or entertainment.
The Public Radio Exchange officially introduced it to NPR producer Roman Mars in 2014.
It is a podcast network in Los Angeles, founded by Jeff Ullrich and Scott Aukerman. Initially, Earwolf focused on comedy podcasts, like Comedy Bang Bang. However, it later showcased many different themes.
Midroll Media is a digital media business. They provide clients with production, distribution, and monetization services for thought leaders, artists, and entertainers.
Currently, Midroll Media has more than three hundred shows in its portfolio. They are a trusted partner of many creators, and advertisers benefit from their professional staff.
PodcastOne is advertiser-supported. Norm Pattiz, Its founder, is also the founder of the radio giant Westwood One. It currently has over two hundred podcasts covering comedy, news, entertainment, and politics.
It is known as one of the leading broadcast and on-demand audio producers. They own several popular and critically acclaimed podcasts, such as On The Media, Radiolab, Nancy, Death, Sex & Money, Snap Judgment, 2 Dope Queens, and more.
They are a nonprofit membership media organization that joined podcasting in 2005. Today, they offer over nine hundred radio stations, and their podcasts receive nearly seventy million downloads per month.
Leo Laporte, a technology broadcaster, founded this podcast network. Nowadays, TWiT programs provide help, guidance, news, opinion, and commentary on digital technology.
In A Nutshell
You have reached the end of our article. Hopefully, this article is helpful to you.
Whether you have decided to join a network or not, the key to successful podcasting is creating high-quality, engaging content. Thank you for reading!