Bringing ideas to life: ARN’s iHeart Podcast Network turns four

When ARN’s iHeart Podcast Network first launched on this day in 2020, a core part of its strategy was to overcome gaps in the industry felt by podcast creators, advertisers and audiences alike.

Today it celebrates its fourth birthday, and Corey Layton – Head of Digital Audio at iHeartRadio & iHeartPodcasts – tells Radio Today there’s great cause for pride.

“Our innovative strategy has revolutionised the Australian industry.”

“From the day we launched to now, we have retained our position as Australia’s #1 Podcast Publisher for 45 consecutive rankers.”

“It’s a position we don’t take for granted.”

To say that Australians are hungry for podcasts would be an understatement. Recent data suggests we’re among the biggest podcast consumers in the world.

On International Podcast Day 2023, data from YouGov Profiles showed a majority of Australians now listen to podcasts, with one in five of us enjoying a pod at least once a week.

Layton (pictured above) says surging consumption has positioned podcasts as Australia’s fastest-growing mass media.

“From thought-provoking discussions to laugh-out-loud moments, podcasts have become an integral part of our daily lives, offering a diverse array of voices and perspectives that resonate with audiences across the nation.”

Podcasting has also become a key medium for advertisers.

And Layton says that with the best of local and global content, a commuting culture and continued promotion across all Australian media outlets, Australia is set to continue leading podcast growth.

Layton says iHeart’s stable of local and global creators is second to none.

“Our slate is brimming with experts and storytellers who not only entertain and enlighten but deeply connect with their communities.”

“From Casefile to The Imperfects, Life Uncut to Stuff You Should Know, Kyle & Jackie O to She’s On The Money – our strategy is focused on the growth of our shows, without over-stretching our resources into a frenzied factory in search of the next thing that sticks.”

iHeart is home to talent including Tony Armstrong, Britt Hockley, Laura Byrne, Matty J, Ash Wicks, Hugh van Cuylenburg, Josh van Cuylenburg, Ryan Shelton, Merrick Watts, Victoria Devine, Georgie Tunny, Amantha Imber, Art Simone, Sam Koslowski, Zara Seidler and Jamila Rizvi (all featured in main photo).

Layton says iHeart is incredibly fortunate to work with many of the best creators in the country.

“Every day we strive to provide them with the support, resources, and creative freedom they need to bring their ideas and stories to life, ensuring that each podcast reflects their unique voice, expertise, and passion.”

Layton says this is balanced commercially by pairing brands with the right talent and shows, ensuring they can collaborate and cut through, without detracting from the listening experience.

“Much of why creators are drawn to us is due to our team’s core values – a genuine desire and mutual trust to ensure we help them grow at every step.”