iHeart’s Corey Layton on podcast consumption and tips for podcasting success

As entries continue to roll in for the 2025 ASIA PODCAST AWARDS, Steve Ahern spoke to iHeart Australia’s head of audio, Corey Layton to get some tips for podcast success.

He says podcasting is a long game, and, if you start a podcast, you need to be ready to work on its growth consistently.

“If you look at the top podcasts, the majority, except for perhaps some true crime series, have been around for a long time. It takes a long time and a lot of devotion to grow a podcast audience.”

Globally, some of the most listened to genres are crime, comedy, news and entertainment. “They tend to be the bigger of the genres, no matter which market. In some parts of Asia, more educational-based content also tends to pop up.”

If you know that there is an audience and are willing to put in the work, you could be successful.

“Ultimately, it’s about where is the gap in the market and being as focused and hyper-targeted as you can possibly be on who is the audience. The more you can say, it’s for everyone, chances are the less it’ll work.  

“It’s about who exactly are you trying to target and why does this fill a gap in their day. We’re all being pulled from left to right to be utilising different forms of media, so it’s got to be something that fits into their day and provides them with something back.”

Once your podcast is up and running, promotion of the podcast is essential. Corey Layton recommends:

“Depending on the format, considering video at least for social cut-up or clips is a key part.

“Do cross collaborations with other podcasts who might talk to similar audiences. They are equally trying to come up with content week on week, so if you can pitch to them why you are a great guest in that particular week, to help borrow some of their audience, that is also a key tactic.

 “Social is also key to grow a community around your podcast, to have a place where your fans can collaborate and come together to discuss and debate those topics. Set up areas where communities can thrive around whatever your topic is and enjoy the content that you create across audio and video.”

Podcast listeners are spread across age ranges, but are stronger in the 18-44 demographic and podcast listeners have more disposible income than the population average. Time spent listening to podcasts has more than doubled in the past 7 years.

The Australian Radio Network leverages its ownership of iHeart Podcasting to promote the podcasts on radio and deliver both mass market radio audiences and nice podcast audiences to advertisers.

Listen to the whole conversation between Corey and Steve, where they also discuss iHeart Australia’s business model for podcasts and evolving podcast consumption trends around the world.