Big Network Podcasts Are Choosing to Go Indie Again – Here’s Why

Landing a deal with a podcast network is objectively a signal of success in podcasting. It means the big money people think your show is worth investing in.

So naturally, having your podcast scooped up by a network is something the industry teaches podcasters to aspire to. But it’s not for everyone. Sometimes, it’s worth asking the question – is joining a network really all it’s cracked up to be?

I’ve been thinking about this recently because Podnews reported the Simplify podcast has gone indie again. After 9 years, 94 episodes and more than 4 million downloads, hosts Caitlin Schiller and Ben Schuman-Stoler have just bought their show back off their network, Blinkist.

So why would a network show choose to go indie? While there are loads of perks to joining a network, let’s take a minute to appreciate the benefits of being an independent podcast.

Benefits of Indie vs. Networks

Keep all the revenue you make

If a network wants to work with you, it’s because they can see the monetary potential in your show.

So of course, part of the deal is that they take a big cut of any revenue you generate from your podcast. If your show starts doing really well (as has been the case for Simplify), that revenue can outstrip what you make back from the network.

Going independent means you keep all the revenue as you grow. It also means you have full transparency on how much you’re actually making (which can be less clear if a network is producing your show for you).

Full creative control over your content

Giving up creative control is often the hardest part of joining a network. Networks will often have strong ideas about the kind of content you need to create in order to keep advertisers happy. Essentially, you’re restricted to making ‘brand-safe’ choices about your show.

This can dictate everything from the topics you cover and the guests you interview to even the format of your show. Independence means you get to make the show you actually want to make.

Ben Schuman-Stoler told Podnews that this was really the drive behind taking the Simplify podcast indie again. “Now we get to choose the themes and guests and books without worrying about audience/customer overlaps”, he said.

Manage your own release schedule

Networks will push for a consistent and frequent release schedule because this helps them sell ads. Brands aren’t likely to invest in shows that only publish once a month, or take pauses when they like between episodes.

Of course, sticking to a regular schedule is good practice in podcasting. But not being beholden to a network means there’s no pressure if something unavoidable comes up that means you can’t record your show one week.

It also means you can choose to batch-create episodes or change your publishing schedule without asking for approval. This removes any pressure that could lead some creators to burn out.

Own your intellectual property

IP ownership is a big driver. Some network deals can include shared ownership of intellectual property (IP). This can mean that if you land any book deals or adaptations, they own the rights to that too – even if you leave the network. They can also dictate what you’re allowed to do outside of the podcast itself, like merch, events, etc.

Being independent allows you to keep the brand, your back catalogue, and future licensing rights under your own control.

Nurture better listener relationships

We all know that building parasocial relationships is one of the biggest growth drivers of the medium. Listeners love connecting with hosts. This is what creates the high levels of loyalty and engagement that are so unique to podcasting.

But if you have a network handling all your marketing – your email newsletters and social media accounts, for example – this has an impact on that connection. It’s also not great to depend on third parties for growing your online brand.

When you’re independent, you handle all your channels yourself and have the breathing space to engage directly with your audience. This can have a big impact on listener loyalty.

Control over which advertisers and platforms you work with

When you sign to a network, part of the deal is that they get to choose which advertisers, brands and sometimes even which platforms you work with.

Networks also get to choose how many ads and ad breaks are integrated into your show. On the other hand, independents get to choose who they work with and how ads are integrated, and exactly what’s promoted through their show.

This might mean you make less money by avoiding advertisers you dislike, or that don’t fit their audience. But you do get to keep 100% of what you make – and your integrity too.

Freedom to experiment (and fail!)

Part of growing as a podcaster is having the freedom to experiment with new tactics, and even learn from things that don’t work.

Want to spin up a new series? Try out video clips? Test the water with a Substack? Working with networks can slow down those decisions or even prevent these experiments from happening at all.

To Network Or Not To Network?

That is the question! And there’s no right or wrong answer.

Networks can provide your show with funding, structure, and support, but independent podcasting offers the kind of freedom and ownership that really isn’t celebrated enough.

If you’re looking to earn money from your show and build a business around it whilst keeping full control of the wheel, then check out our podcast monetisation methods guide. It focuses on three pillars: Audience, Authority, and Assets, and there are tactics there you can deploy even if you’re early-stage!