What Is a Podcast Network? [2025]

Podcasting isn’t just about having one great show anymore. As the medium proves its value, brands are starting to think bigger: building out networks of shows instead of stopping at one.

The strategy is working. Branded podcasts are performing well, driving engagement, loyalty, and long-term ROI. That’s why smart brands are doubling down. One of our clients, for example, has already launched seven shows and is planning even more.

If your brand has more stories to tell, more audiences to reach, or more ground to cover, you might not need just one podcast. You might need a podcast network.

In this post, we’ll break down what a podcast network actually is, how it works for brands, and why it might be the smartest next move in your content strategy.

What Is a Podcast Network?

At its core, a podcast network is a group of shows that are connected by a shared brand, mission, or strategy. Traditionally, podcast networks were built to help creators grow their audiences and attract advertisers by pooling resources across multiple shows. But more recently, brands have started building networks of their own—for reach, flexibility, and storytelling range.

Each show in a network lives in its own feed but benefits from shared production resources, cross-promotion, and often a unified visual identity. The shows might vary in tone, audience, or topic, but they all ladder up to one larger story or mission. Think of it like your content ecosystem—only in audio form.

For brands, that means one podcast doesn’t have to carry all the weight. A network allows you to develop shows around different products, campaigns, or audience segments—without diluting your main brand message. Plus, it opens the door for more collaboration, more creativity, and yes, more listener engagement.

Why Your Brand Might Want a Podcast Network

One podcast is great. But if your brand has more to say—or more audiences to reach—it might be time to think bigger.

A podcast network gives your brand the flexibility to explore different stories, tones, and topics without stretching a single show beyond its limits. Instead of trying to force every idea into one format or feed, a network lets you tailor each show to a specific audience or content pillar.

It also helps you scale more efficiently. Shared production resources, internal talent, music beds, and workflows can be reused across shows. That means you’re not starting from scratch every time you want to launch a new show.

With a network, you’re not just building content—you’re building an entire brand universe. One that your listeners can enter from different angles, depending on what they care about most.

A strong network also boosts credibility and opens up new opportunities for sponsorship, partnerships, and audience growth. It shows that your brand is invested in storytelling and serious about delivering value.

Brands that Are Doing Podcast Networks Well

REI is one, and in fact their team joined us at the Brand Podcast Summit to tell us all about it.

Other brands are following a similar path. Boston Consulting Group (BCG) has grown its own network to include more than seven shows across its international offices. Each one focuses on a unique topic — for instance, Climate Vision 2050 looks forward from the future, exploring how the world successfully avoided climate catastrophe, while Imagine This…helps business leaders prepare for the growing role of AI in their industry, and In Her Ellement highlights the powerful stories of women shaping business, digital, and technology today.

Every show serves its own niche, but together, they enable these brands to connect with their audiences in a much more rich, purposeful, and human way.

Trane Technologies is another great example. We’ve helped them launch multiple shows (Healthy Spaces, Cool Air Hot Takes, and This Educational Life) to share stories about their innovations, climate technology, and education initiatives. And even the Northern Trust Institute, a financial institution with a more local reach, teamed up with Lower Street to launch additional shows and connect more deeply with their community with Secrets of Enterprising Families, and The Road to Why.

Make It Work—Even on a Budget

Launching a podcast network sounds big—and it can be—but it doesn’t have to break your budget.

Start small. If you already have one show, consider testing a mini-series or spin-off under the same umbrella. That’s a smart way to explore new formats or audiences without committing to a full second show.

You can also partner up. Collaborate with internal teams, subject matter experts, or aligned creators to expand your voice and share the workload. You don’t need to be a media company to think like one.

And don’t overlook what’s already in-house. You might have brilliant hosts sitting in your marketing, comms, or product teams. Internal talent brings authenticity—and often, the passion that makes a show great.

A full-blown network doesn’t have to start with five shows. It can start with one... and a plan to grow.

Final Thoughts

A podcast network isn’t just an excuse to make more content (because we know, it can be fun) but it’s a smarter way to scale your brand’s story. It gives you room to experiment, connect with new audiences, and bring more voices into the fold—all while staying true to your mission.

Whether you’re expanding from one successful show or just starting to dip your toes into audio, thinking like a network sets you up for long-term growth. With the right strategy, team, and vision, you won’t just be publishing episodes—you’ll be building a universe your audience wants to return to, again and again.