Building on a strategic partnership that brought TikTok creators to the stage,
iHeartMedia -- an audio-first media company -- and TikTok are collaborating on a new “TikTok Podcast Network” as well as a digital radio station and various live event integrations
featuring TikTok creators-turned-podcasters.
The TikTok Podcast Network will feature up to 25 new podcasts hosted by TikTok creators, who will take on “lifestyle and personal stories”
as well as “insights on trends and culture,” according to a statement issued by the ByteDance-owned company.
With this partnership, both media companies seek to tap into the
growing podcast market, while inviting popular social media creators familiar with short-form video and audio storytelling to expand their reach via an additional media format and platform.
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Statista predicts the U.S. podcasting market to grow at a compound annual growth rate (CAGR) of almost 20%
between now and 2030, when the organization estimates the stateside industry will be worth upwards of $26 billion.
The TikTok Podcast Network will be based in iHeartMedia podcast
studios built in Los Angeles, New York, and Atlanta. Each podcasting space is set to feature an infrastructure for both audio and video production, the statement reads, with programs distributed by
iHeartPodcasts across any platform podcasts are available.
Clips from creators' podcast episodes will also be highlighted directly on TikTok. “TikTok Radio” will also feature these
podcasts on U.S. broadcast radio stations and on the iHeartRadio mobile and desktop app.
“It's a station where listeners will feel like they are scrolling on TikTok, but with their
ears,” iHeartMedia wrote in its announcement.
Beyond podcasts, the radio station will also feature songs that are natively popular on TikTok. Creator-led storytelling related to the
recorded music will be aired within segments such as “Behind-the-Charts,” “New Music Fridays,” and “On The Verge.”
Finally, iHeartMedia will provide special
access to TikTok creators at a number of live events designed to introduce them to brands, including the iHeartRadio Music Festival and Jingle Ball.
TikTok first partnered with iHeartMedia over
the summer, launching “Next Up: Live Music,” a singing competition in which contestants advanced through a competition based on a combination of engagement from the TikTok community and
scores from a panel of judges.
Similar to the design of the TikTok Podcast Network, this initial partnership prioritized emerging creators and the publishing of entertainment across a mix of media
formats.