TikTok is (also) moving into video podcasts
TikTok continues its push into long-form and hybrid formats. The platform has announced a strategic partnership with iHeartMedia, the US radio giant and the world’s largest podcast publisher, to produce a new wave of filmed podcasts hosted by TikTok creators. Up to 25 shows are expected to launch: recorded in studio, distributed in audio on iHeartMedia, and promoted through video clips on TikTok.
Video podcasting has officially become a central battleground between platforms.
Why TikTok is finally betting on filmed podcasts ?
Over the past two years, podcasts have increasingly been filmed to generate short clips for social media. Audio-only podcasts remain hard to search for and discover, but a 20–45 second clip on TikTok, YouTube Shorts or Instagram Reels can go viral and unlock new audiences.
According to Edison Research, 33% of weekly US podcast listeners now use YouTube as their primary platform. TikTok wants a share of that market: more long-form content to increase retention, more established creators, and more conversational formats that can be sliced into viral clips. The deal with iHeartMedia checks all three boxes at once.
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iHeartMedia’s role: the perfect partner for TikTok
iHeartMedia is the world’s largest podcast publisher, combining in-house studios, partnerships and a massive distribution network. By adding TikTok to the chain, the model becomes clear: iHeart will host full-length episodes from TikTok creators on its audio platform, while TikTok becomes the discovery and amplification layer through short video clips.
A genuinely win-win ecosystem.
Spotify, Netflix, YouTube… and now TikTok: who will win the video podcast war?
