Audio giant iHeartMedia, self-described a the leading audio media company in America, announced its intent to add video podcasting to its creative platform. The rollout date is obscure, defined by iHeart as “early 2026.”
We do know that the twinning of audio and video will be implemented in both the app and web versions of iHeartRadio. No additional cost will be levied on creators. When the expanded tool launches, podcasters will be able to distribute full-length video directly into iHeartRadio for free. All this will happen via standard RSS feedery.
iHeart seems intent to establish that the podcaster is in control, especially in three important ways:
- Creative Integrity: Podcasters will control how their content is presented: If they want to offer a full-length video version of their podcast, it will be supported – and if a creator prefers to distribute as audio-only, that will be supported too. iHeart will provide the tools; creators will maintain creative ownership.
- Monetization Strategy Consistent with Podcasting: Creators will retain control over their monetization, with no revenue share required to iHeart. By offering this distribution for free, consistent with audio podcast distribution platforms to date, iHeart will offer creators the most cost-effective strategy for launching and expanding their podcasts — without compromising either their creative integrity or their financial autonomy.
- Creator Control Over Where Content is Hosted: iHeart will not require creators to have their videos hosted and served from an iHeart-owned hosting provider in order to make video available on iHeart. Just as they do in audio, creators can decide where they want their videos to be hosted and served.
iHeart chief Bob Pittman’s comments seem to defend audio as the chief transmitter of podcasting, while welcoming video as “separate and incremental,” and draws a parallel with how podcasting itself emerged from radio:
“While audio remains the backbone of the podcast medium, as well as its primary source of audience connection and the reason for the industry’s explosive growth, video podcasting is now emerging as a completely separate and incremental form to audio, in the same way that podcasting evolved as a new layer on top of broadcast radio.” — Bob Pittman, Chairman & CEO, iHeartMedia
Conal Byrne, CEO of iHeart’s Digital Audio Group, expansion of podcasting to other platforms is to be expected: “As content has become more popular and podcast creators have become true stars, we’ve seen a natural trend: Creative audio content is becoming more valuable to more platforms.”
