Global and iHeartMedia have signed an exclusive podcast deal to licence, distribute, and represent each other’s slate of podcasts across their core markets, the two media companies have announced.
With this partnership, iHeartMedia’s portfolio of more than 800 podcasts will be added to Global Player and the DAX digital advertising network in the UK and Ireland, while Global’s podcast slate - which includes originals such as The News Agents - will be available on the iHeartRadio App in the US and monetised through iHeartMedia’s audio salesforce.
“Podcasting has exploded as the newest mass-reach medium in the US, with more than 120 million Americans a month now listening - and now the opportunity for global growth is huge,” said iHeartMedia digital audio group CEO Conal Byrne. “As more international listeners engage with hit iHeartPodcasts every month, this is a great opportunity to work with the best-in-class Global and using DAX monetisation teams, to find new audiences and advertisers for the best and largest podcast portfolio in the world.”
The deal will allow both media companies to reach and engage with new audiences globally and to access more monetisation opportunities through DAX and iHeartMedia. Brands will be able to purchase spot ads, host read sponsorships, branded episodes, and other ad formats across hit podcasts like The Girlfriends and On Purpose With Jay Shetty from iHeartMedia, and Filthy Ritual and My Therapist Ghosted Me from Global.
“I’m delighted that iHeartMedia is partnering with Global to bring each other’s incredible slate of award-winning podcasts to advertisers in the UK & Ireland, and the US,” said Global chief commercial officer Mike Gordon. “Combining the reach of our platforms and networks, and featuring talent like Jay Shetty and Brett Goldstein, and The News Agents’ Emily, Jon and Lewis, at a time when podcasts are experiencing rapid growth, will see us reaching more audiences than ever before.”
The new partnership is part of Global’s growing global podcast strategy as the media company also recently signed a new ad sales deal with subscription-based sports journalism website The Athletic to monetise its podcast portfolio in the UK and Ireland.
iHeartMedia is also continuing to see growth in its podcasting revenue. as the company reported in its Q3 2023 financial report that its podcast revenue went up by 13% year on year, now at $103 million (£84 million), while the rest of its digital revenue only went up by 1%.