iHeartMedia Taps Asia’s Booming Podcast Market With Regional Content Push.

Some of the fastest growth in podcast listening is coming in Asia, and that is where iHeartMedia is setting its sights. The company has announced it will push into the Asian Pacific (APAC) region with plans to launch a slate of multi-language podcasts from high-profile hosts across the region. The move comes in partnership with Mammoth Media Asia, which will spearhead the partnerships and production on the ground.

Why Asia?

The influence of Asian culture has been growing rapidly around the world and the initial podcast slate will focus on presenting high-profile talent from across the Asian entertainment industries ranging from K-pop, to Bollywood, to China’s hip-hop scene and beyond.

“We are thrilled to partner with iHeartMedia to develop and distribute world-class podcasts,” said Jonathan Serbin, co-founder of Mammoth Media Asia. “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 audience.”

The Asia Pacific podcast market was valued at $373.57 million in 2024 and is projected to grow at an annual rate of 30.2% to reach $3.1 billion in 2031, driven by rising internet penetration and increasing digital content consumption in China, Japan, India and South Korea, according to Cognitive Market Research.

“Podcasting across Asia has been growing rapidly over the last five years. It’s already a major force in the domestic audio markets and will continue to expand,” said Jay Faires, co-founder of Mammoth Media Asia. “We believe that by partnering with iHeart and accessing their unparalleled assets, distribution capabilities, reach, analytics and advertising network, we can become a significant part of this growing industry, enabling podcasters from Asia to access a worldwide audience.”

What’s The Plan?

The iHeart playbook for Asia looks a lot like how it has grown to become the biggest podcast company in the U.S., according to Podtrac. The company says its roster will highlight the “most exciting personalities, cultural trends and issues” from the region, featuring categories in music, entertainment, sports, wellness and business. The slate is expected to launch in June and will be available in Asia and on the iHeartRadio app and everywhere podcasts are heard.

In addition to producing original podcast content in Asia, this new partnership will also focus on extending the reach of iHeartPodcasts’ current catalogue of more than 800 shows across the continent. More alliances are also expected as the company says it will work with distribution platforms and partners to bring iHeartPodcasts shows to the widest Asian audience. That scale will help to unlock opportunities for advertisers and brands throughout the region.

“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.”

Who’s iHeart’s Partner?

Mammoth Media Asia was recently founded and launched by Serbin and Faires. Both have extensive media backgrounds. Serbin was most recently Co-President of Asia and CEO of Greater China of Warner Music, overseeing 11 counties and territories across the region. Serbin was formerly Head of Asia for Billboard magazine.

Faires oversees The Wellness Agency, which helps wellness companies scale their companies globally. He earlier sold content companies he founded and built to both The Walt Disney Company and Lionsgate.