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

Greg Wasserman, Podcast Leader & Relationship Generator
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  • 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. 1d ago ·  Video

    How iHeart Turns Radio Infrastructure Into Podcast Growth

    How does a podcast network change after an acquisition? What does a major media company add to the operation, and what happens to creator support when a close-knit team grows into a distributed network of more than 1,000 podcasts? Nathan Otoski explains how HowStuffWorks began as a community of owned-and-operated shows. Teams worked closely together, shared ideas, and supported each show’s audience. After the acquisition by iHeart, the network gained access to national radio promotion, a large sales organization, live events, specialized departments, and more refined analytics. That scale also changed the work. Instead of providing the same level of hands-on attention to every show, the network focused its resources around meaningful audiences, new launches, major partnerships, and timely promotional opportunities. He shares how an iHeart logo does not mean a show automatically reaches everyone. The creator still owns the work of making strong content and building an audience. The network’s role is to provide the support outlined in the agreement and help create meaningful opportunities when they arise. Listen for: 00:00 What should creators clarify first? 03:46 How did networks evolve for creators? 06:47 How did scale change community? 13:28 How does scale affect support? 17:45 Why do expectations matter? 25:16 What questions should creators ask? 39:46 What makes a moment promotable? 43:41 How does data improve promotion timing? 49:36 How should creators build networks? CONNECT WITH GUEST: NATHAN OTOSKI, FORMER SVP OF PODCAST MARKETING AT IHEARTMEDIA LinkedIn Podcast Rec.’s: Conversate with Killer Mike | Stuff They Don't Want You To Know | Stuff You Missed in History Class Book rec: Leviathan Wakes by James S.A. Corey CONNECT WITH GREG WASSERMAN, HEAD OF RELATIONSHIPS FOR RSS.COM Website | LinkedIn | Newsletter 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 Please share your thoughts and record a voice note for me using this link.

    How iHeart Turns Radio Infrastructure Into Podcast Growth

  2. Oct 29 ·  Video

    Is Subscription the Safety Net Every Podcast Network Needs?

    With comedy ranking as one of the most crowded and competitive podcast categories, what are the realities of building and sustaining a comedy-focused podcast network at scale? Ralph Sutton has decades of experience across radio, TV, live events, and podcasting. He co-founded GaS Digital, a network known for its curated comedy, ownership of all backend infrastructure, and a singular focus on brand control and talent support. Under his leadership, GaS Digital has built a loyal subscriber base, navigated the unpredictable world of digital ad sales, and provided a launchpad for talent while surviving—and learning from—crises. This conversation isn’t just about jokes and studio time, but it’s about making smart choices, building real communities, and facing the challenges that all podcast creators run into, no matter your niche. Listen for: 07:16 – How did GaS Digital begin? 10:21 – How do network-wide ads work? 12:40 – What infrastructure should networks own? 16:38 – How does the subscription model work? 18:08 – How do shows support each other? 24:40 – What keeps the network financially stable? 25:12 – When should subscriptions begin? 43:51 – Who benefits most from joining networks? CONNECT WITH GUEST: RALPH SUTTON, CO-OWNER | GaS DIGITAL NETWORK Website | Instagram | X | TikTok Podcast Recs: StarTalk | The Lonely Island | The Thing Is | The SDR Show Book Rec: The 100% Guaranteed Guide to Weight Loss and Fitness CONNECT WITH GREG WASSERMAN, HEAD OF RELATIONSHIPS AT RSS.COM LinkedIn | Newsletter 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 Please share your thoughts and record a voice note for me using this link.

    Is Subscription the Safety Net Every Podcast Network Needs?

  3. Oct 22 ·  Video

    Past, Present & Future of Podcast Networks

    What can we learn about the future of podcast networks from someone who’s seen the shift from grassroots collectives to fully professionalized media businesses? Rob Greenlee brings decades of perspective, from the earliest days of national radio syndication, through the uncertainties of early podcasting, to overseeing networks built for a fragmented, business-driven landscape. His experience shines a light on how podcast network models have adapted as the industry matured. A podcast hall of famer, Rob Greenlee began building and operating networks before “podcast network” meant a business strategy. He’s worked hands on with infrastructure, led network expansion at scale, and now runs both the Adore Network and the Passion Struck Network, putting him at the intersection of technology, monetization, and creator support. The episode’s heartbeat is the tension between podcasting as a collaborative, indie pursuit grounded in relationships and its current state as a mature, competitive business demanding scale and resources. Get an inside look at what a podcast network was, what it is today, and how it is evolving in a rapidly changing landscape. Listen for: 04:06 – How did early networks sell advertising? 07:59 – Did programmatic create heavier ad loads? 18:06 – Why choose revenue share? 22:38 – How would Rob start today? 33:56 – Will larger networks acquire smaller ones? 38:08 – Should creators join a network? 41:54 – What belongs in network onboarding? CONNECT WITH GUEST: ROB GREENLEE | FOUNDER/ CEO OF TRUST FACTOR LAB, THE ADORE PODCAST AND CREATOR NETWORK | CO-FOUNDER, THE PASSION STRUCK NETWORK Website | Adore Network | New Media Show | Passion Stuck Network | LinkedIn Podcast Rec.’s: The Colin and Samir Show | New Media Show Book Rec: Podcasting: The Do-It-Yourself Guide by Todd Cochran CONNECT WITH GREG WASSERMAN, HEAD OF RELATIONSHIPS AT 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 Please share your thoughts and record a voice note for me using this link.

    Past, Present & Future of Podcast Networks

  4. Oct 15 ·  Video

    The Legal Structure Behind Different Network Models

    What does a podcast network actually include when its purpose can range from ad sales to collaboration or distribution? The answer affects ownership, contracts, revenue, and how the relationship ends. Gordon Firemark has practiced entertainment law since 1992. He has hosted Entertainment Law Update since 2009 and has written The Podcast Blog and New Media Producer’s Legal Survival Guide. His work focuses on helping podcasters and entertainment businesses understand the legal structure behind their work. He shares practical legal advice for podcast networks and hosts considering joining a network. Listen for: 03:50 – Why define the network’s purpose? 06:57 – What rights does a network acquire? 08:10 – What happens when relationships end? 08:58 – Who owns the RSS feed? 12:36 – Why formalize a collective? 14:33 – Why treat legal work as investment? 18:20 – How should ad payments work? 24:59 – What due diligence protects networks? 31:33 – How should talent be classified? 35:25 – What red flags affect hosts? 40:54 – What belongs in exit terms? CONNECT WITH GUEST: GORDON FIREMARK, ENTERTAINMENT ATTORNEY | CEO FIREMARK ENTERPRISES Website | LinkedIn Gordon’s podcast rec: Entertainment Law Update Gordon’s podcast rec: Legit Podcast Pro Gordon’s podcast rec: Expert Edge Podcast Gordon’s book rec: The Big Leap by Gay Hendricks CONNECT WITH GREG WASSERMAN, HEAD OF RELATIONSHIPS AT RSS.COM Website | LinkedIn | Newsletter 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 Please share your thoughts and record a voice note for me using this link.

    The Legal Structure Behind Different Network Models

  5. Oct 8 ·  Video

    How Listener-Supported Monetization Works for a Podcast Network

    What happens when a podcast network operator builds the entire tech stack themselves? Not as a seasoned developer, but because none of the available platforms align with their vision, values, or the needs of their creators? And how does this choice ripple through onboarding, data ownership, and creator monetization, especially when the builder’s background is media, not tech? Most networks rely on off-the-shelf platforms or outsource the heavy lifting, but building from scratch to enable real-time revenue splits and direct creator access to subscriber data is a rare, hands-on approach. Angel Livas brings a unique perspective, with roots in terrestrial radio, public broadcasting, and major television networks. As founder of ALIVE Podcast Network focused on amplifying Black voices, she’s combined her media leadership with an operator’s mindset, now curating a network of over 100 shows and personally guiding each creator’s onboarding journey. Listen for: 09:07 Starting a Faith-Inspired Network 12:28 Creating the Alive Podcast Network 18:49 Launching Alive Tech Platform 28:37 Promoting the Alive Podcast Network 34:39 Consulting and support for creatives 49:51 Licensing technology to other countries CONNECT WITH GUEST: ANGEL LIVAS, FOUNDER & CEO, ALIVE PODCAST NETWORK Website | LinkedIn Angel’s podcast rec: The Exit Interview Angel’s podcast rec:ALIVE & WELL CONNECT WITH GREG WASSERMAN, HEAD OF RELATIONSHIPS FOR RSS.COM Website | LinkedIn | Newsletter 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 Please share your thoughts and record a voice note for me using this link.

    How Listener-Supported Monetization Works for a Podcast Network

  6. Oct 1 ·  Video

    The Anti-Loneliness Podcast Network Blueprint

    What if the primary answer to podcaster loneliness isn’t more listeners or revenue, but structured, everyday “host love”? This episode unpacks how combating the solitary nature of podcasting lies at the heart of what truly helps a podcast network thrive. William Tincup describes the intentional structures—monthly “Hot Mic” calls, resource-sharing, and peer support—that move a network beyond transaction to genuine connection, making it the antidote to creative isolation. William Tincup, co-founder of WRKdefined with long-time collaborator Ryan Leary, brings a nuanced perspective: after decades in HR and content, and years podcasting, he and Ryan built a network approaching 100 shows in the world of work. Their partnership, a decade in the making before launching the network, offers a window into the operational and relational decisions that make support for hosts a lived priority, not just an aspiration Listen for: 00:14 Why prioritize community early? 21:59 Why avoid membership fees? 28:29 How can networks build community? 34:29 How does WRKdefined define success? 38:40 What should podcasters seek? 01:02:12 What makes partnerships work? CONNECT WITH GUEST: WILLIAM TINCUP, EDITOR | ANALYST | ADVISOR | HOST Website | LinkedIn | Instagram William's Podcast recs: Recruiting Future with Matt Alder | What's in a Name? William's Book rec: Atlas Shrugged by Ayn Rand CONNECT WITH GREG WASSERMAN, HEAD OF RELATIONSHIPS AT 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 Please share your thoughts and record a voice note for me using this link.

    The Anti-Loneliness Podcast Network Blueprint

  7. Sep 24 ·  Video

    17 Years of Lessons From Building a Network

    What role does a website play in a podcast network beyond listing shows and linking to listening platforms? Steve Phillips argues for building an owned hub where a network can organize its content, connect with its audience, and depend less on decisions made by outside platforms. Steve Phillips, co-founder of the GeekCast Radio Network, explains how a single Transformers show grew into a 38-show pop culture network and why culture fit, audience ownership, legal foundations, and practical technology matter more than simply adding another show. After 20 years in podcasting, Steve brings an unusually hands-on perspective. He has managed RSS feeds, websites, editing, graphics, contributor relationships, syndication, copyright issues, and a major rebrand. His view is clear: a network earns its value through collaboration and shared identity, not by serving as another hosting directory. He shares lessons from managing dozens of shows, building custom website technology, protecting audience ownership, and selecting contributors based on cultural fit. Listen for: 3:06 Founding the GeekCast Radio Network 11:15 Creating top 100 countdowns 19:48 Evaluating Collaboration Opportunities 27:01 Waiting for Tech to Catch Up 37:14 Deciding Network Website Structure 40:25 Shifting to video and rebranding 47:56 Managing Podcast Payments and Autonomy CONNECT WITH GUEST: STEVE PHILLIPS, Co-Creator of GeekCast Radio Network Website | LinkedIn | Instagram Steve's Podcast rec: All Things Transformers | Cinema Geeks | Altered Geek® Steve's Book rec: The Introvert’s Edge to Networking by Matthew Pollard CONNECT WITH GREG WASSERMAN, HEAD OF RELATIONSHIPS AT RSS.COM Website | LinkedIn | Newsletter Greg’s book rec: Return on Courage by Ryan Berman Systems, Sponsors, & Partners: Hosted with RSS.com Podcast Hosting Produced by Stories & Strategies Content Repurposed with Castmagic Podcast Project Management with Northflow Please share your thoughts and record a voice note for me using this link.

    17 Years of Lessons From Building a Network

  8. Sep 17 ·  Video

    Growing an Intentional Podcast Network: People, Values, and Adaptation

    What happens when a podcast network isn’t just a distribution tool, but the core engine of a larger business built around trust and long-term value? This conversation with Hank Fuerst unpacks how intentional (and sometimes accidental) decisions about structure, strategy, and monetization can ripple through the whole organization. It’s a grounded look at the evolving definition of “podcast network”—and why that definition keeps shifting. Hank Fuerst has spent over a decade steering and scaling one of the country’s largest independent podcast networks, Ramsey Network, operating at a national level with a team of 75 supporting fewer than 10 active shows. With roots in radio, a mission steeped in financial education and advice, his network has thrived through strategic adaptation and a clear focus on fit, consistency, and audience trust. Listen for: 11:18 Starting as an independent radio network 27:24 Team structure and media challenges 31:20 Tech insights from an independent creator 37:35 Developing fan engagement tools 44:46 Early adoption in digital media 54:36 Future of podcasting and media 01:08:00 Finding purpose in content creation CONNECT WITH GUEST: HANK FUERST, VICE PRESIDENT | RAMSEY NETWORK Website | LinkedIn | Instagram Hank’s rec: Podcasts: The Dr. John Delony Show | Dear Hank & John Book: Killers of the Flower Moon by David Grann 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 Please share your thoughts and record a voice note for me using this link.

    Growing an Intentional Podcast Network: People, Values, and Adaptation
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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.

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