Radio giant iHeartMedia is getting around the challenge of podcast discovery challenge by using its own radio stations to promote its podcasts.
IHeartMedia has found a way around that. IHeart bought Stuff Media in 2018 to become one of the biggest podcast producers, with 17.5 million listeners in March, surpassed only by NPR, according to Podtrac. IHeart is also a radio powerhouse, reaching 275 million US listeners per month across more than 850 stations.
IHeart's first big indicator of success with using the radio for podcasts was when it put true crime podcast"Disgraceland" on 150 stations in March. The show's downloads soared, from 800,000 downloads a month to 2.2 million. There are natural compatibilities between radio and podcasting. A lot of NPR podcasts started as radio shows, for example.But iHeart was taking some risk in airing podcasts right on the radio. Three-fourths of its stations play music, and people tuning in to hear music might not want to sit through 30 minutes of talk.
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