Inside Building a Consumer-Facing Podcast Network

What happens when a podcast network builds its identity for listeners—much like a TV channel—instead of just providing services to creators behind the scenes? This episode explores why centering a podcast network’s brand can shape everything from show selection to audience community and long-term business value. It challenges the assumption that a podcast network is simply a vehicle for production and sales, and instead considers it as a consumer-facing brand that must earn long-term loyalty. Guest A.J. Feliciano brings a rare perspective—questioning whether “podcast” will even remain the right word, and pushing operators to rethink how networks build lasting value.With a background in cable television—including nearly a decade at NBCUniversal—and experience building networks that emerged from large, fan-driven brands, A.J. Feliciano now leads the creation of a new kind of podcast network with Companion. His operational focus stretches from network structure to direct-to-consumer brand-building. If you’re curious what it looks like to operationalize a consumer-facing network from scratch, the full conversation goes much deeper.Listen for:00:00 Podcast networks and brand building06:54 How podcast networks operate15:04 Fostering community through meaningful content20:12 Expanding Podcast Network Partnerships30:18 Considering doing ad sales in-house37:11 Discussing podcast network operations43:24 Celebrities and podcast expectations46:52 Approaching Podcast Networks50:17 Identifying red flags in sales pitches57:17 Building Creator Collaborations01:06:42 Streamers licensing podcastsWITH GUESTS: A.J. FELICIANO, GENERAL MANAGERWebsite | LinkedInA.J.’s rec: Podcast Pop Syllabus | Book: Our Iceberg is Melting by John Kotter and Holger RathgeberCONNECT WITH GREG WASSERMAN, HEAD OF RELATIONSHIPS FOR RSS.COMWebsite | LinkedInGreg’s book rec: Return on Courage by Ryan BermanSystems, Sponsors, and Partners:Hosted with RSS.com Podcast HostingProduced by Stories & StrategiesContent Repurposed with CastmagicPodcast Project Management with Northflow