When is the right time to pitch to a podcast network?
If your podcast isn’t live yet or hasn’t built an audience, it’s probably not the right time to reach out to a network.
Even if you’ve got a brilliant idea, without audience it can be hard for a network to realistically assess what the commercial value of your show will be.
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How many downloads do you need?
To be considered by an Australian network you ideally need to be publishing regular episodes and each of those eps needs to be hitting at least 10,000 downloads in the first 7 days.
If you’re based elsewhere that number might be higher but the principle will be the same… networks partner with shows they can monetise and you can’t monetise without audience.
What if you have a big following elsewhere?
Having an audience on another platform (like Instagram or YouTube) might help grow your show but there’s no guarantee those people will come over to your podcast.
It’s a common misconception that followers automatically convert from platform to platform but in most cases, they don’t.
Even if a creator has 100,000+ followers on social media, that doesn’t mean they’ll get 10,000 downloads an episode.
So, while it can be helpful for promotion, networks will usually want to see actual podcast performance before they consider a partnership.
Unless, they believe a creator has the kind of following and engagement that has a high chance of converting to listeners as well as a profile that is a) very commercially appealing and b) currently missing from their network.
If a creator ticks those boxes a network might feel it’s worth developing something from scratch because the potential is worth the risk.
What should you include in your pitch to a network?
If you’ve hit that 10,000+ per episode mark (and remember, it’s gotta be local downloads if you’re pitching to an Australian network), here’s what your pitch should include:
- A short one-pager with information about your show including what it’s about and why it’s a perfect fit for the network you’re pitching to
- Your current monthly downloads, ideally over the past 6-12 months so a network can see if there’s seasonality (including how many of those downloads are AU only)
- Examples of brands you’ve worked with including audio of sponsorship reads you’ve done
If you haven’t partnered with brands on your podcast but you have on your social media it’s good to include examples of that as well.
Integrating across a creator’s full suite of assets (email newsletter, social media, YouTube) is becoming more and more important to brands who sponsor podcasts so this is a great way to show how you handle commercial content.
And please don’t skip the numbers.
If you don’t share your podcast downloads, a network won’t be able determine the commercial potential of your show so the convo will be over before it’s begun.
If you’re going to reach out, you have to be comfy talking numbers.
What if you’re not at 10,000 downloads yet?
Don’t worry!
There are still plenty of ways to monetise your podcast before you hit that number:
- Paid subscriptions via Apple or Spotify
- Private podcasts or Substacks
- Listener donations (e.g. Buy Me a Coffee or Patreon)
- Affiliate marketing or selling your own products
Partnering with a network only makes sense if it adds real value to what you’ve already built.
And the foundation of that value is your audience.
So if you’re not there yet, focus on growing your show and know there are other revenue options available in the meantime.
What networks are looking for
At the end of the day, it comes down to a simple value exchange:
- You bring an engaged audience
- The network brings commercial and marketing opportunities
While they will sometimes develop shows from scratch, it’s a much bigger risk so they need to know the creator they’re working with has an audience that’s big and engaged enough on another platform to come over.
But if you’re starting your audience from zero, that’s fine.
Just keep creating, keep growing and look for options to monetise your show as you build.
Final thoughts
Pitching your podcast to a network can open doors to advertisers you wouldn’t be able to access on your own but for that to happen, you need to show you’ve built something a network can sell.
And if you’ve hit those numbers you deserve a MASSIVE congratulations!
If you’re still on the way? Keep going.
Because once you’ve got the audience the opportunities will follow.
And if you’ve got a show you think is ready, feel free to pitch me directly via LinkedIn.
Just make sure your first line includes your download numbers…because you know I’m gonna ask!
🎙️ Want to start a podcast but feeling overwhelmed?
Grab my free “How To Start A Podcast” guide or get step-by-step support inside my online course, PodSchool.
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