iHeartMedia Expands into Asia's Booming Podcast Scene

iHeartMedia, a leader in global podcasting, is set to make significant inroads into the Asian market by launching a new slate of multilingual podcasts featuring high-profile hosts from across the region. The strategic move into the Asia Pacific (APAC) region is a collaborative effort with Mammoth Media Asia, who will be responsible for managing partnerships and overseeing production efforts on the ground.

The APAC podcast market, valued at an impressive $373.57 million in 2024, is forecasted to skyrocket to $3.1 billion by 2031. This growth, estimated at a compound annual growth rate (CAGR) of 30.2%, is fueled by increasing internet penetration and a surge in digital content consumption in major markets like China, Japan, India, and South Korea, as reported by Cognitive Market Research.

Asian cultural influence has been on a rapid ascent globally, and iHeartMedia's initial podcast lineup will capitalize on this trend. The focus will be on high-profile personalities from various sectors of Asian entertainment, including K-pop, Bollywood, and China's vibrant hip-hop scene. These podcasts will showcase the most dynamic personalities, cultural trends, and pertinent issues across genres such as music, entertainment, sports, wellness, and business. The podcasts will be accessible in Asia and through the iHeartRadio app, as well as on other platforms where podcasts are available, with a launch slated for June 2025.

Beyond producing original content in Asia, the partnership aims to extend the reach of iHeartPodcasts' existing catalogue of over 800 shows throughout Asia. iHeartMedia plans to collaborate with top distribution platforms and partners to deliver its extensive array of engaging and influential podcasts to a broad Asian audience, opening new doors for advertisers and brands in the region.

Conal Byrne, CEO of the iHeart Digital Audio Group, expressed enthusiasm about the expansion, stating, "We’ve observed strong growth in Asian markets, both domestically and in terms of global influence, and we are thrilled to partner with Mammoth Media Asia to launch iHeartPodcasts developed in Asia. We believe that, together with Jonathan and Jay, we can create groundbreaking audio content in Asia that resonates with audiences worldwide."

Jonathan Serbin, co-founder of Mammoth Media Asia, echoed this sentiment, "We are excited to partner with iHeartMedia to develop and distribute world-class podcasts. Asian culture, including music, movies, TV dramas, food, and fashion, has become a major influence globally. We look forward to collaborating with top talent and compelling storytellers to share their stories and experiences with a global audience."

Jay Faires, also a co-founder of Mammoth Media Asia, added, "Podcasting in Asia has experienced rapid growth over the past five years. It's already a major force in domestic audio markets and is poised for continued expansion. By partnering with iHeart and leveraging their unparalleled assets, distribution capabilities, reach, analytics, and advertising network, we can play a significant role in this burgeoning industry, enabling Asian podcasters to reach audiences worldwide."

iHeartPodcasts, known for its diverse range of thousands of shows spanning categories from business and sports to spirituality, technology, entertainment, family, comedy, and true crime, aims to enrich its portfolio with this Asian expansion.

Mammoth Media Asia, founded by Jonathan Serbin and Jay Faires, is set to lead this ambitious venture. Jonathan Serbin, formerly Co-President of Asia and CEO of Greater China for Warner Music, brings extensive regional expertise, while Jay Faires, a seasoned media executive and entrepreneur, offers significant experience in scaling wellness-focused companies globally. Their combined expertise positions Mammoth Media Asia as a pivotal player in iHeartMedia's expansion strategy.

iHeartMedia, Inc., a titan in American audio media, reaches 90% of the U.S. population through its broadcast radio services, boasting an audience size larger than any other media outlet in the country. The company is the largest podcast publisher by downloads and has an unmatched social media presence among audio brands. By entering the Asian market, iHeartMedia seeks to leverage its vast resources and audience engagement capabilities to establish a formidable presence in the rapidly growing Asian podcast landscape.