Leaning Into Radio’s Podcasting Push

Radio is no longer on the sidelines when it comes to podcasting. Major broadcast networks—Audacy, iHeart, NPR, and Cumulus, to name a few—are doubling down, producing original shows, repackaging broadcast content, and scooping up talent from the indie space. But what does that mean for you, the independent podcaster?

Let’s unpack it.

Why Radio is Going All-In on Podcasting

Traditional radio is in transition. Listener attention has shifted. Advertisers are chasing more targeted, on-demand audiences. Podcasting offers a future that’s:

• More measurable (thanks to dynamic ad insertion and analytics)

• More flexible (listeners can tune in anytime)

• More scalable (successful shows can be turned into networks or spinoffs)

In many ways, podcasting is what radio always wanted to be—but couldn’t.

What This Means for Indie Podcasters

When big players enter the space, the landscape shifts. But that doesn’t mean indie creators get squeezed out. In fact, you might find:

• New revenue opportunities: Many networks are outsourcing production or partnering with existing shows.

• A higher bar for content: Audio quality, storytelling, and consistency are more important than ever.

• Algorithmic competition: Branded content may get favored by platforms, but smart SEO, audience connection, and email list growth still give you an edge.

Should You Partner With a Network?

This is a growing question. If a radio-backed podcast network approaches you—or you consider pitching—ask:

• Will they own your IP?

• What’s their marketing support like?

• Can you retain creative control?

• Are they offering you real reach—or just a shiny logo?

The right partnership can accelerate growth. The wrong one can trap your show in a format that doesn’t fit.

How to Stay Competitive

You don’t need a studio tower or legacy brand to grow. But you do need to:

• Know your niche better than anyone

• Engage your audience off-platform (think newsletters, Discord, Substack, etc.)

• Package your episodes well (good titles, show notes, SEO)

• Stay consistent and sustainable — the long game matters

And above all, lean into what makes you different. While radio folks are often chasing scale, you can chase depth—the kind of intimate connection that traditional media rarely achieves.

Final Thought

Radio’s push into podcasting isn’t a threat. It’s a signal: audio is ascendant, and the market is growing. If you’ve been podcasting independently, you’re already ahead of the curve. Now’s the time to lean in, level up, and decide—do you want to stay indie, partner smart, or pitch something that radio hasn’t even thought of yet?