Global and ARN Partner to Expand Podcast Reach Across Australia and UK

In a significant move poised to reshape the podcasting landscape, Australia’s leading audio company, ARN, has entered into a long-term partnership with UK-based Global Media & Entertainment. This collaboration designates ARN’s iHeartPodcast Network Australia as the exclusive advertising sales representative for Global’s podcast portfolio within Australia. Conversely, iHeart’s popular Australian podcasts will now be accessible to UK audiences via Global’s platforms, including the Global Player app.

Representatives from Global Media & Entertainment and ARN's iHeartPodcast Network Australia shaking hands to signify their new podcast partnership.

Key Highlights of the Partnership

Exclusive Representation: ARN’s iHeartPodcast Network Australia will exclusively handle advertising sales for Global’s podcast content in the Australian market.
Content Exchange: iHeart’s Australian podcasts, such as The Christian O’Connell Show, The Lady Vanishes, and Life Uncut, will be introduced to UK listeners through Global’s distribution channels.
Enhanced Advertiser Reach: The partnership aims to provide advertisers with expanded opportunities to engage audiences across both Australia and the UK.

Strategic Implications for the Podcasting Industry

This alliance signifies a strategic effort to amplify the global reach of both companies’ podcast offerings. By leveraging each other’s distribution networks and market presence, ARN and Global aim to enhance content accessibility and advertising efficacy across international markets.

Statements from Leadership

Corey Layton, ARN’s Head of Digital Audio, expressed enthusiasm about the partnership:

“Global and ARN share a passion for delivering world-class audio experiences across both markets. We’re excited to bring shows like My Therapist Ghosted Me and The News Agents to Australian advertisers while collaborating to support our shared ambitions.”

Katie Bowden, Global’s Managing Director of Commercial Audio, highlighted the potential of the collaboration:

“Both Global and ARN see the potential to grow the commercial podcasting market across the world and connect with listeners everywhere through high-quality, premium podcasts and storytelling. We’re excited to be on this journey with ARN and iHeart and their impressive network of advertising partners.”

Expanding Global Podcast Footprint

Global Media & Entertainment boasts a diverse podcast lineup, including:

The News Agents with Emily Maitlis, Jon Sopel, and Lewis Goodall
The News Agents USA
The Sports Agents hosted by Gabby Logan and Mark Chapman
My Therapist Ghosted Me with Vogue Williams and Joanne McNally

These shows have garnered substantial audiences and critical acclaim, positioning Global as a formidable player in the podcasting arena.

iHeartPodcast Network Australia’s Market Leadership

ARN’s iHeartPodcast Network Australia has demonstrated significant growth and influence in the podcasting sector:

High Conversion Rates: According to the Q3 Podsights Benchmark Australian Report, iHeartPodcast Network Australia’s advertising conversion rates are 105% higher than the global average, outperforming other digital channels like Google Search and Facebook.
Expanding Listener Base: As of September 2022, the network recorded 5.4 million listeners, resulting in 24.8 million downloads, averaging 4.6 downloads per listener.
Growing Ad Spend: Australian podcast advertising spend increased by 72% year-on-year, with significant growth in categories such as True Crime (205%), Kids & Family (190%), and Technology (189%).

Implications for Advertisers and Content Creators

The partnership between ARN and Global offers several benefits:

Broader Audience Reach: Advertisers can now tap into expanded markets across Australia and the UK, leveraging the combined listener base of both networks.
Enhanced Content Distribution: Content creators gain access to new audiences, increasing their potential for growth and monetization.
Data-Driven Insights: Utilizing tools like Podsights, advertisers can monitor and measure the effectiveness of their campaigns in real-time, optimizing for better engagement and conversion rates.

Conclusion

The strategic partnership between Global Media & Entertainment and ARN’s iHeartPodcast Network Australia marks a significant milestone in the evolution of the podcasting industry. By combining their strengths, both companies are poised to deliver enriched audio experiences to a broader audience while providing advertisers with enhanced opportunities for engagement and growth.