The Podomedy Comedy Network Is No Joke!

Podomedy is a UK-based award-winning independent podcast network with over a dozen shows serving listeners in 100 countries including the UK and US. Over the past 25 years, they've been part of groundbreaking projects through vision and sound to deliver high-quality content for broadcasters, networks and brands. To date, their network of shows has received 30+ nominations.

CEO Damien St. John says: "Podomedy is a founder-led UK podcast agency that started in 2023. Our mission is to support indie podcasters and the comedy sector with authentic, relevant and creative formats and ideas. We're big fans of our shows, which is why we offer them free mentoring and support, free hosting, and free tools to help them thrive - not just survive."

Damien St John (What a terrific name for a secret agent!) is an award-winning podcaster and content leader with a background in comedy, marketing, and branded storytelling. As Founder and CEO of Podomedy, he has helped creators and brands develop award-winning podcasts recognized across the Independent Podcast Awards, Audio Production Awards, and the Golden Lobes. Damien combines strategic insight with creative flair to build shows that deliver audience engagement and commercial impact.

Ant McGinley is an award-winning podcaster and voice actor, whose credits include Sherlock & Co, The Offensive, Jackie the Ripper and Wrestling With the Champ.

As Chief Development Officer, he assists podcasters and funny creators with practical advice on how to bring ideas to life, improve their overall performance and make more of their time behind the mic. Ant identifies cross-promotional, marketing and PR opportunities for network shows to increase awareness and improve reach.

Ear Worthy has recently reviewed several Podomedy shows, including Austen After Dark, Fetch Me The Smelling Salts, and SpyHards.

In addition, we have listened to, and enjoyed, The Podcast Advice Show, which is a weekly guide to podcasting success in the digital age. The show was a Finalist for Best Branded Content and Best Use of Video at the Independent Podcast Awards 2025. This award-nominated series dives deep into the technology, tools, and strategies shaping today’s podcasting world. It's invaluable for indie podcasters.

We were able to sit down with Podomedy CEO Damien St. John to ask about Podomedy, indie podcasting, and his thoughts on the industry.

Q. Why start a podcast network?

A. In 2023, Ant McGinley and I took the opportunity to start a podcast network as a way to help funny, indie creators launch and grow their podcasts. Our own comedy podcast, Wrestling With the Champ, was the first on the network - and the learnings we've taken from self-producing and marketing the pod have informed how we support other shows.

Q. Why a comedy genre network?

A. Podomedy was conceived in the throes of a hectic Edinburgh Fringe run. For comedians, having a podcast is a smart way to sharpen your writing and performance skills. From a brand perspective, giving audiences something else of yours to consume on their terms feels smart, but while the barrier to entry is low, the path to success is harder to work out on your.own.

Q. What was your objective when starting Podomedy?

A. Our mission statement is "Don't start a podcast alone!". This speaks to funny creators who are looking for ways to hone their craft, and those who want to get started but need a hand navigating the podcast world. Most indie podcasters create and publish because it's the content they would like to listen to themselves. A unique perspective is always going to be a motivator, but that approach can also put you in a bubble when it comes to episodes, metadata, artwork, formats and editing. Every podcaster has a superpower. Where Podomedy can help is with mentoring. Ant and I are always at the end of an email with as much or as little advice as you need.

Q. How do you add podcasts to your network, like SpyHards?

A. Comedy is a broad church, but what podcasting teach us about audiences is that a podcast doesn't have to follow the norms to be a hit. SpyHards is a fantastic example. The number one spy podcast in the world embraces a movie genre rich in humor, lead by passion and effortless energy between Cam and Scott. Podcasts sometimes approach us, but we also meet lots of lovely podcasters at award ceremonies and events like The Podcast Show who would be a good fit.

Q. What are your thoughts about how indie podcasts are being sidelined by the large networks with celebrity shows?

A. The empowering aspect about podcasting is that nobody owns it!

Podcasting (audio or video) is a means of communication that, increasingly, has become more about holding attention than having a USP. When you can hold attention effectively, brands and organizations will see financial value in your output.

Celebrity podcasts will naturally attract more attention via paid, earned and owned media - but not purposefully to the detriment of indie podcasts. Where indie pods score a big win is in terms of integrity, longevity and authenticity. They often understand through experience how to build loyal audiences the hard way, and should think about commercialization opportunities beyond ad revenue.

This is why clarity of idea and audience is key.

Q. How do you compete with Spotify? Amazon? iHeart?

A. Podomedy hosts on Acast, which has been a very good place for us to learn. Pods on our network can also access their ad marketplace rather than spend time chasing down sponsors. We have a couple of pods on Spotify which allows us to better understand audience behaviour specific to video content - and share those learnings within the network.

My kids listen to children's stories on Spotify and I consume Audible's audiobooks on my commute. Streaming platforms want you to stay in their ecosystem, that's common sense. A podcast network operates in the same way, and can't pick and choose when it wants to be part of the establishment.

We follow suit by cross-promoting pods on our network. Pods like Fandomentals have been proactive in securing guests from other hosts on the network to great effect. We also support with finding guests and cross-promo opportunities where we can. The more indie podcasters can do this, the better.

Q. What is the financial link between Podomedy and its shows?

A. Most indie podcasters do their thing at home. A small number on the network will use local podcast studios, mainly for video. Our status in the industry allows us to connect indie podcasters with local studios at preferential rates.

The mentoring is where we can be most effective as network owners. Indie creators are time poor, cash poor, or both. Advice we offer can help with both.

Comedy is an interesting challenge for discoverability because transcripts aren't always that helpful from an SEO perspective, but they can help shape social content.

Q. What is your biggest challenge in podcasting?

A. Sometimes it's getting indie podcasters to believe in themselves more. Podcasting isn't a game of "best idea wins" and it's certainly not a get rich quick scheme. Agencies that produce podcasts have to pay researchers, writers, editors, producers, talent AND make a bit of profit. The commercial side of the industry offers jobs, careers and genuinely engaging content for certain audiences. If you're an indie podcaster, that isn't your race.

You're not in a numbers game per se, you're in a "prove your value" game to people that have never heard of you. Is it fair? No. Indie podcasters are the bedrock of the industry and should feel incredibly proud of the time and effort they put in above and beyond their actual lives. Again, that's why awards are a good recognition piece, but shared experiences and learnings are a key growth moment too.

Q. What gives you the greatest joy in your job?

A. Seeing indie creators come together at events like the Independent Podcast Awards and the Golden Lobes.

You're often podcasting in isolation, and so when you look around a room full of your peers, all eager to share their wins and battle stories it becomes so empowering.

Q. Can you tell me a little about yourself?

A. I'm a creative and still very much a podcaster at heart! There's always a dozen ideas I'd like to get off the ground, but I take great joy when our podcasts do well.

Q. What is Favorite EPL team? Please don't say Man U!

A. Chelsea, or Blackburn Rovers if I'm with my wife's family.

Podomedy, like another U.K. podcast network, Mercury, is a credit to the industry. It supports, connects, and amplifies independent podcasts through its unique structure. We applaud Mr. St. John and Mr. McGinley for supporting indie podcasters and making podcasting a more equitable and open environment for all who wish to participate.