iHeartMedia, which never fails to remind its press contacts that it is “the No. 1 podcast network globally according to Podtrac,” is dropping news of a dramatic expansion of its global podcast presence. iHeart is partnering with Mammoth Media Asia to create and launch a slate of shows targeted “across the region” in Asia.
Mammoth Media Asia was recently founded and launched by Jonathan Serbin and Jay Faires. Jonathan Serbin was most recently Co-President of Asia and CEO of Greater China of Warner Music. Jay Faires is the founder of Mammoth Media.
iHeart validates this cross-continental effort by noting that the APAC market has been valued at more than 373 million dollars, and is expected to grow at a compound annual rate (CAGR) of 30%, reaching $33.1 billion by 2031 (according to Cognitive Market Research).
So the company is clearly playing a long game here, one which relies on the continuation of two trends: rising internet presentation, and increasing digital content consumption.
The planned podcast slate will include stars of the Asian entertainment industries like K-pop and Bollywood. Music, entertainment, sports, wellness, and business will be covered.
All of this is expected to launch in June.
The plan will also extend the reach of iHeart’s 800 existing podcasts.
“We’ve seen the strong growth of the Asian markets – both on a domestic level and with influence across global markets and we are excited to partner with Mammoth Media Asia to launch the first-ever slate of iHeartPodcasts developed in Asia,” said Conal Byrne, CEO of the iHeart Digital Audio Group. “We believe that together with Jonathan and Jay, we can develop groundbreaking audio content in Asia that can reach audiences around the world.” — Conal Byrne, CEO, iHeart Digital Audio Group
“We are thrilled to partner with iHeartMedia to develop and distribute world-class podcasts. Asian culture – including music, movies, TV drama, food and fashion — have become a major influence across the globe. We are excited to work with top talent and compelling storytellers to share their tales and experiences with a worldwide wide audience.” — Jonathan Serbin, co-founder of Mammoth Media Asia