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

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.

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.

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.

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.

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.