Magellan AI Study on Listener Retention

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• TikTok is coming to podcasting, with the announcement of the TikTok Podcast Network, containing up to 25 new shows hosted by TikTok creators. TikTok is working with iHeartMedia, who will create co-branded, state of the art video-capable podcast studios in LA, NY and Atlanta. The companies will also launch radio stations and live events.
• Podcasting is “probably the hottest category of media right now”, according to iHeart CEO Bob Pittman. iHeartMedia announced its financial report for Q3/25. Podcast revenue grew +22.5% year-on-year to $139.7mn. About half of iHeart’s podcasting advertising revenue came from iHeart’s local sales force - that figure was 11% in Q3/20. Podcasting contributed a record 14% to the business's revenue; “We believe we have the most profitable podcasting business in the United States.”
  • The “multiplatform group”, which runs the radio stations, saw revenue down 5%. The company announced an additional $50mn of savings for next year.
• Two announcements in the past twenty-four hours show radio companies focusing on digital ad buys:
  • Ad-buying platform StackAdapt announced an integration with iHeartMedia to incorporate broadcast radio into its programmatic ad-planning tools. AM/FM radio continues to hold 64% of all daily ad-supported audio listening.
  • Meanwhile, J-ET, the UK radio trading system, has added digital audio trading (including podcasts) to its tool, working with Global’s DAX and Bauer’s AudioXI. J-ET has been digitally trading linear radio since 2002, and handles more than 98% of national radio sales in the country.

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