iHeartRadio launches podcast network targeting Middle America
iHeartRadio's top country music radio host Bobby Bones is launching the Nashville Podcast Network, a podcast network built to lure Middle Americans into podcasts. The network will include six other podcasts to give listeners an inside look at the lifestyle and pop culture in Nashville, Tennessee, with the hope of drawing country music listeners in rural communities into iHeart's podcast network.
Why it matters: iHeart sees a business opportunity in bringing podcasting to a more diverse audience — including the center of the country, which is having trouble discovering content that resonates with them. The company is the second-largest podcast publisher in the U.S. behind NPR, with 525 original and branded podcasts, according to Podtrac.