Podcast Network Insights: Understanding the Business of Podcast "Networks"

Greg Wasserman, Podcast Leader & Relationship Generator
  • 5.0 (3)
  • Marketing

Podcast Network Insights explores the evolving world of podcast networks, however they define themselves today. Through candid conversations with founders, operators, and creators, we uncover how podcast networks make money, how they grow shows, and how podcasters can decide whether to join, leave, or even start a podcast network of their own. For podcasters, it’s a resource for understanding what to look for when joining a network and how to find a podcast network that aligns with your goals. For networks and media companies, it’s a space to reflect on how they differentiate, evolve, and deliver value. For the industry as a whole, it’s a front-row seat to the transformation of what “network” and even “podcast” mean in today’s audio landscape. Hosted by Greg Wasserman, a relationship-driven podcast professional who’s worked across media sales, podcast platforms, and creator tools, and now serving as Head of Relationships at RSS.com, the show brings curiosity and connection to the people shaping how creators collaborate and thrive. Available everywhere you listen to podcasts, Podcast Network Insights embraces the openness and accessibility of RSS, because conversations about the podcast industry should live where podcasts themselves do, through open RSS feeds. Whether you’re a network owner, a creator considering joining a network, a production agency thinking about starting a network or partnering with one, control marketing dollars and interested in podcasting, or simply curious about how the industry is evolving, this show is your go-to resource for the business, relationships, and strategies that power podcast networks. ---- Systems, Sponsors, and Partners: Hosted with RSS.com Podcast Hosting Produced by Stories & Strategies Content Repurposed with Castmagic Podcast Project Management with Northflow ---- As someone who believes Life is about Time & Relationships, you never know where one conversation may lead, reach out and connect with Greg to open a conversation: https://www.linkedin.com/in/gregwasserman or reach out at greg.wasserman@rss.com.

  1. Why Owning Every Show Drives Quality, Consistency, and Profits | OGGN

    4d ago ·  Video

    Why Owning Every Show Drives Quality, Consistency, and Profits | OGGN

    What happens when a podcast network isn't just a loose collection of shows, but an operational system with complete ownership, direct host management, and monetization strategies that begin before a single episode is released? This conversation examines a distinctive “own everything, sell before launch” approach, offering a pragmatic look at why full control might create better sponsor relationships and higher margins. Mark LaCour draws on a decade-plus of experience building a podcast network from a single niche show into an international portfolio of 30+ in-house productions, the Oil and Gas Global Network, all within the oil and gas sector. Before starting his first podcast in 2011, he spent years in sales and technology, bringing a practical, industry-rooted perspective to every decision about network structure and growth. Listen For: 00:00 Exploring Podcast Networks 6:15 Finding the right podcast host 11:34 Starting the first podcast 20:07 Managing podcast sponsorships 25:10 Making money from conferences 29:31 AI and augmented reality threats 33:15 Blocking AI spiders on content 40:04 Leveraging loyal listeners for growth 42:03 Measuring podcast value beyond downloads 49:47 Future of Video Content Creation 1:00:52 Hire an editor to improve podcast 1:04:12 Staying Creative and Engaging Fans CONNECT WITH GUEST: MARK LACOUR, FOUNDER, OIL AND GAS GLOBAL NETWORK (OGGN) LinkedIn | Website | Podcast | X Book rec: The 7 Habits of Highly Effective People Podcast rec: Marketing Over Coffee - https://pod.link/251299460 CONNECT WITH GREG WASSERMAN, HEAD OF RELATIONSHIPS FOR RSS.COM Website | LinkedIn Greg’s book rec: Return on Courage by Ryan Berman - https://amzn.to/4tIyOXZ Systems, Sponsors, and Partners: Hosted with RSS.com Podcast Hosting Produced by Stories & Strategies Content Repurposed with Castmagic Podcast Project Management with Northflow

    1h 6m
  2. Why Most Networks Miss the Mark on Creator Experience | BE Podcast Network

    May 28 ·  Video

    Why Most Networks Miss the Mark on Creator Experience | BE Podcast Network

    What does it look like to build a podcast network revenue model that actually respects the diversity of its shows? Jethro Jones offers a candid view into how value, sponsorship, and compensation flow within a network, especially when not every show fits the sponsorship mold. His approach challenges common assumptions about monetization, showing what’s possible when incentives are designed to align with real operational and creative dynamics. As a former school administrator who moved from running a single education podcast to launching the BE Podcast Network with 30+ shows, Jethro Jones has seen firsthand what it takes to help podcasters grow, learn, and discover the hidden challenges of network operations. His hands-on approach to onboarding creators, refining support systems, and structuring the business side is shaped by experience in both education and podcasting. Listen For: 8:27 Starting a podcast for self-improvement 21:06 Coordinating podcast production details 24:05 Perception of podcast advertising 27:31 Making ad reads authentic 33:36 Exploring niche podcast opportunities 37:53 Joining the BE Podcast Network 48:08 Delegating tasks for efficiency 51:35 Finding your podcast community 59:00 Sampling content and leveraging SEO 1:01:04 Reflections on productivity and focus 1:06:25 Rethinking network value and content CONNECT WITH GUEST: JETHRO JONES, FOUNDER, BE PODCAST NETWORK LinkedIn | Website | Podcast | X Jethro’s book rec: The Courage to be Disliked - https://amzn.to/4cIqOPL Jethro’s Podcast rec: Transformative Principal- https://pod.link/770942472 Jethro’s Podcast rec: Great Houses - https://pod.link/1885728664 CONNECT WITH GREG WASSERMAN, HEAD OF RELATIONSHIPS FOR RSS.COM Website | LinkedIn Greg’s book rec: Return on Courage by Ryan Berman - https://amzn.to/4tIyOXZ Systems, Sponsors, and Partners: Hosted with RSS.com Podcast Hosting Produced by Stories & Strategies Content Repurposed with Castmagic Podcast Project Management with Northflow

    1h 9m
  3. Protecting Small Podcasts: Networks for Indie Voices, Not Profit | Feminist Podcast Collective

    May 21 ·  Video

    Protecting Small Podcasts: Networks for Indie Voices, Not Profit | Feminist Podcast Collective

    What happens when a podcast network is built around support instead of scale? Becky Mollenkamp created the Feminist Podcast Collective in 2024 after growing frustrated with how often podcasting rewards visibility, monetization, and industry status over community, accessibility, and overlooked voices. Instead of waiting for traditional networks to create space for different creators, she built a membership-based network centered on collaboration, shared values, and long-term sustainability. From flexible membership dues based on financial circumstances to a values-alignment application process, Becky’s approach challenges many of the assumptions behind how podcast networks traditionally operate. The network has already grown to more than 50 member shows, prioritizing support and equity over aggressive growth or advertising pressure. The conversation explores what it takes to build a mission-driven podcast network, the tension between sustainability and monetization, and why Becky believes independent creators deserve communities designed around mutual support rather than competition. For podcasters questioning whether success must always be measured by downloads, ad revenue, or scale, Becky offers a very different vision for what a network can be. Listen For: 00:00 Membership Pricing and Values 09:38 Intersectional Feminism Goals 19:52 Promoting Member Shows 20:48 A Unique Podcast Model 30:13 Resource Library Overview 37:41 Managing a Community 43:33 Member Retention 51:20 Celebrity Fatigue in Podcasting 59:53 Balancing Growth and Sustainability CONNECT WITH GUEST: BECKY MOLLENKAMP, FEMINIST BUSINESS COACH LinkedIn | Website | Podcast | Threads Podcast rec: Off the Grid Book rec: Liberate Your Business by Becky Mollenkamp CONNECT WITH GREG WASSERMAN, HEAD OF RELATIONSHIPS FOR RSS.COM Website | LinkedIn Greg’s book rec: Return on Courage by Ryan Berman Systems, Sponsors, and Partners: Hosted with RSS.com Podcast Hosting Produced by Stories & Strategies Content Repurposed with Castmagic Podcast Project Management with Northflow

    1h 3m
  4. What Makes the C-Suite Network Paid Entry Unique | C Suite Network

    May 14 ·  Video

    What Makes the C-Suite Network Paid Entry Unique | C Suite Network

    What happens when the lines between television, radio, and digital content start to blur? And what does that mean for today’s podcast networks? Jeffrey Hayzlett shares a perspective shaped by decades at the intersection of traditional media and the modern, distributed podcast ecosystem. From how networks think about distribution and format to the business goals that drive long-term success, this discussion explores the real operational challenges and opportunities facing media companies today. Jeffrey’s career spans from corporate marketing leadership, including serving as CMO of Kodak, to launching early podcast initiatives at CBS, producing business television, and now leading C-Suite Network, a podcast network and company with hundreds of shows, with the goal of being in the thousands. His approach blends hands-on production experience with a sharp understanding of how platforms, sponsorships, and communities come together to build scalable, lasting networks. Listen For: 5:36 Starting C-Suite TV Online 7:44 Network for Business Leaders 9:53 Using Podcasts to Grow Business 14:51 Changes in Audio and Video Tech 16:37 Content Timing for Streaming and Broadcast 25:48 Importance of Context in Content 28:04 Diversifying Content Distribution 32:37 Building a Content Creator Community 35:05 Serving the Elite Business Community 37:45 Monetization in TV Network Deals 41:29 Turning Interviews Into Content 44:24 Joining the C-Suite Network 53:28 The Future of New Media CONNECT WITH GUEST: JEFFREY HAYZLETT, CHAIRMAN AND FOUNDER OF C-SUITE NETWORK Website | LinkedIn Book rec: How to Win Friends and Influence People by Dale Carnegie - https://amzn.to/4vZWx81 Book rec: The Greatest Salesman in the World by Og Mandino - https://amzn.to/4cYh6bU Podcast rec: This Week in Startups — Host: Jason Calacanis - https://pod.link/315114957 CONNECT WITH GREG WASSERMAN, HEAD OF RELATIONSHIPS FOR RSS.COM Website | LinkedIn Greg’s book rec: Return on Courage by Ryan Berman Systems, Sponsors, and Partners: Hosted with RSS.com Podcast Hosting Produced by Stories & Strategies Content Repurposed with Castmagic Podcast Project Management with Northflow

    1 hr
  5. Localizing Podcast Monetization Across LATAM | Genuína Media

    May 7 ·  Video

    Localizing Podcast Monetization Across LATAM | Genuína Media

    What happens when the definition of “podcast network” changes depending on geography, and the rules of the game are nothing like what you expect from US podcasting? That’s the world David Roemer operates in, where running a podcast network in Latin America means being both an aggregator and an ad agency, adapting to a landscape with fewer advertisers, distinct cultural expectations, and major platform differences. This episode examines what it really takes to build, sustain, and grow a podcast network in an emerging market where ad dollars remain scarce, and creators still face an uphill path to monetization. As co-founder of Genuína Media, David Roemer has been at the forefront of Latin America’s podcast network scene for over five years. His background as a corporate lawyer fueled the pivot into podcasting, first with a homegrown show that broke through in Mexico, then evolving into managing a network of over 230 podcasts stretching from Mexico to Brazil and Spain. With deep ties to creators, platforms, and advertisers, David brings a clear-eyed, hands-on perspective to building a podcast network with limited resources and plenty of unknowns. Listen For: 02:47 What "podcast network" means in Latin America 04:25 From lawyer to podcaster to network founder 17:47 The honest case for joining or not joining 23:17 Why brands are the client, not podcasters 32:57 Why video is now non-negotiable 35:21 Spotify premium and the baked-in ad shift 42:39 How attribution and conversion actually work in LATAM CONNECT WITH GUEST: DAVID ROEMER GONZALEZ, CO-FOUNDER AND CEO OF GENUINA MEDIA LinkedIn | Website David's Podcast rec: Relatos Nieros David's Book recs: The Palace of Dreams - Ismail Kadare CONNECT WITH GREG WASSERMAN, HEAD OF RELATIONSHIPS FOR RSS.COM Website | LinkedIn Greg’s book rec: Return on Courage by Ryan Berman Systems, Sponsors, and Partners: Hosted with RSS.com Podcast Hosting Produced by Stories & Strategies Content Repurposed with Castmagic Podcast Project Management with Northflow

    52 min
  6. When Matchmaking Fuels a Podcast Network’s Growth | Hospitality.FM/ Skift

    Apr 30 ·  Video

    When Matchmaking Fuels a Podcast Network’s Growth | Hospitality.FM/ Skift

    What happens when your definition of “podcast network” evolves from a simple matchmaking idea to an intricate ecosystem connecting dozens of creators and advertisers? This episode explores how the real work of building a network often differs from the original vision, especially when operational complexity and changing industry conditions reshape your approach. Hospitality media entrepreneur Wil Slickers reflects candidly on the lessons, pivots, and persistent challenges behind growing and ultimately selling a podcast network. Wil Slickers brings a unique perspective from moving through hotel management into hospitality podcasting, eventually building and selling Hospitality.fm, a podcast network that scaled to nearly 50 shows across hotels, food, beverages, and travel. Today, he leads network operations for Skift, where he applies hands-on experience in niche content strategy, monetization, and long-term growth in the B2B audio space. His hands-on perspective covers everything from bootstrapped beginnings and production challenges to acquisitions and strategy within a larger media company. Listen For: 03:58 From hotel manager to podcast host 09:40 The matchmaking idea takes shape 11:30 Cross-collaboration as the early network seed 15:12 Audience fit before everything else 18:37 On charging $200+ effective CPMs 23:02 Starting over: niche, quality, one lane 32:30 The missed opportunity in subscription revenue 36:07 What changed after the Skift acquisition 43:07 Who acquires a niche network — and why 46:48 The three-sided negotiation no one talks about 52:45 Where things are heading: Substack and long-form 01:00:51 The case for just running a good business CONNECT WITH GUEST: WIL SLICKERS, DIRECTOR OF VIDEO/AUDIO STRATEGY | SKIFT LinkedIn | Website | Podcast | Wil’s Podcast rec: Acquired Wil’s Book rec: Superfans by Pat Flynn CONNECT WITH GREG WASSERMAN, HEAD OF RELATIONSHIPS FOR RSS.COM Website | LinkedIn Greg’s book rec: Return on Courage by Ryan Berman Systems, Sponsors, and Partners: Hosted with RSS.com Podcast Hosting Produced by Stories & Strategies Content Repurposed with Castmagic Podcast Project Management with Northflow

    1h 7m
  7. Building a Network by Removing the Roadblocks | RAGE Works Podcast Network

    Apr 23 ·  Video

    Building a Network by Removing the Roadblocks | RAGE Works Podcast Network

    What does it look like to build a network around removing every obstacle that kills podcasts before they ever find an audience? Rich Butler started RAGE Works Podcast Network in 2014 after his own long-running podcast wound down and the people around him caught the bug. Rather than pointing them elsewhere, he handed them a blueprint and stayed in the room. What followed wasn't a revenue-first strategy. It was a production-and-distribution model built around making it easier for motivated people to create. His reasoning is simple and consistent: content is what grows a network, and the best way to get more content is to get out of the way. What makes Rich's approach distinct is what he refuses to optimize for. He won't take a cut of ad deals he didn't facilitate. He won't chase podcasters for their episodes. He won't guarantee listeners or money in the first conversation. The network exists to water plants and watch the garden grow…and he'll tell you that's exactly why it works. Listen For: 03:08 Network as a Discovery Platform 04:37 How My Take Radio Became a Network 07:41 Why the Dual-Feed Model Still Works 10:01 Revenue Without the Revenue-First Model 13:04 On Downloads, Die-Hards, and Real Numbers 16:25 What to Ask Before You Join a Network 18:47 Removing the Roadblocks That Kill Podcasts 23:53 Audio First, Video Second 27:48 What the Onboarding Process Actually Looks Like 31:04 The Jockey Runs the Horse 36:54 Gary Vee Called His Bluff 39:51 The Case for 10 Downloads 44:02 Be of Service, Not a Gatekeeper CONNECT WITH GUEST: RICHARD BUTLER FOUNDER OF THE RAGE WORKS PODCAST NETWORK LinkedIn | Website | Website 2 | Instagram Rich's Podcast Rec: The Jay Ferruggia Show Rich's Book Rec: Jab, Jab, Jab, Right Hook by Gary Vaynerchuk CONNECT WITH GREG WASSERMAN, HEAD OF RELATIONSHIPS FOR RSS.COM Website | LinkedIn Greg’s book rec: Return on Courage by Ryan Berman Systems, Sponsors, and Partners: Hosted with RSS.com Podcast Hosting Produced by Stories & Strategies Content Repurposed with Castmagic Podcast Project Management with Northflow

    51 min
  8. Success Through Prioritizing Purpose Before Monetization | Heroes Media Group

    Apr 16 ·  Video

    Success Through Prioritizing Purpose Before Monetization | Heroes Media Group

    What does it look like to build a network around a purpose rather than a revenue model? Adam Bird started Heroes Media Group in 2012 as a place for veterans and military voices, and has spent the decade since expanding that mission to cover all community heroes: law enforcement, firefighters, first responders, and other "community heroes," anyone who aligns with the cause. The network grew not from a monetization plan, but from a commitment to positive, purpose-driven content at a time when most media was heading in the opposite direction. What makes Adam's approach distinct is what he actively refuses to optimize for. He's turned down six-figure investment offers and won't touch content that conflicts with the network's values, no matter the dollar amount attached. The business case comes second, and he'll tell you that's exactly why it works. Adam started in terrestrial radio around 2011 and transitioned into podcasting when he realized he wanted to tell stories without editorial constraints. Over the last decade, he has personally worked on more than 28,000 podcast episodes, built a full production and agency arm at HMG, and grown the network to over 50 active shows. Listen For: 00:00 Finding Purpose Through Podcasting 06:51 Helping Others, Finding Purpose 11:22 Building Connections Through Collaboration 15:58 Business Model Perspectives 19:07 The Power of Networking 19:58 Maintaining Network Support Over Time 23:03 Unpopular Opinions in Business Trends 28:41 Balancing Podcast Goals and Strategy 32:01 Podcasting's Future: Big Buyouts 35:11 Podcasting: Harder Than It Seems 36:31 Lessons on Starting Small 45:21 Finding Purpose Through Service 46:16 Grinding Toward Life’s Purpose CONNECT WITH GUEST: ADAM BIRD FOUNDER & OPERATOR, HEROES MEDIA GROUP LinkedIn | Website Adam's Book rec: Outwitting the Devil by Napoleon Hill Adam's Podcast rec: The Arms Room CONNECT WITH GREG WASSERMAN, CHIEF RELATIONSHIP OFFICER FOR RSS.COM Website | LinkedIn Greg’s book rec: Return on Courage by Ryan Berman Systems, Sponsors and Partners: Hosted with RSS.com Podcast Hosting Produced by Stories & Strategies Content Repurposed with Castmagic Podcast Project Management with Northflow

    46 min
See All (14)

Trailer

Ratings & Reviews

5
out of 5
3 Ratings

About

Podcast Network Insights explores the evolving world of podcast networks, however they define themselves today. Through candid conversations with founders, operators, and creators, we uncover how podcast networks make money, how they grow shows, and how podcasters can decide whether to join, leave, or even start a podcast network of their own. For podcasters, it’s a resource for understanding what to look for when joining a network and how to find a podcast network that aligns with your goals. For networks and media companies, it’s a space to reflect on how they differentiate, evolve, and deliver value. For the industry as a whole, it’s a front-row seat to the transformation of what “network” and even “podcast” mean in today’s audio landscape. Hosted by Greg Wasserman, a relationship-driven podcast professional who’s worked across media sales, podcast platforms, and creator tools, and now serving as Head of Relationships at RSS.com, the show brings curiosity and connection to the people shaping how creators collaborate and thrive. Available everywhere you listen to podcasts, Podcast Network Insights embraces the openness and accessibility of RSS, because conversations about the podcast industry should live where podcasts themselves do, through open RSS feeds. Whether you’re a network owner, a creator considering joining a network, a production agency thinking about starting a network or partnering with one, control marketing dollars and interested in podcasting, or simply curious about how the industry is evolving, this show is your go-to resource for the business, relationships, and strategies that power podcast networks. ---- Systems, Sponsors, and Partners: Hosted with RSS.com Podcast Hosting Produced by Stories & Strategies Content Repurposed with Castmagic Podcast Project Management with Northflow ---- As someone who believes Life is about Time & Relationships, you never know where one conversation may lead, reach out and connect with Greg to open a conversation: https://www.linkedin.com/in/gregwasserman or reach out at greg.wasserman@rss.com.

Information

You Might Also Like