a16z Podcast Market Overview

iHeartRadio Podcast Strategy Goal of growing audience & engagement: "Our goal is to both inspire podcast enthusiasts to find new content and introduce entirely new audiences to podcasts" (Chris Williams, CPO) Producing content with mass appeal. Will introduce new audiences to podcasts as an extension of their favorite morning shows or personalities like the Bobby Bones Show. Chris Williams on The Ron Burgundy Show: "He's appealing to this broad swath of people just because he's such a large pop culture icon [...] It's going to get a lot of folks attention who otherwise it would have been tough to try to convince." Better recommendations: Recently launched podcast recommendation engine for iOS, based on taste profiles and user behavior that's inclusive of podcast & music listening. Driving awareness of content: "I think we can grow niche targeted podcasts and I think there's a lot of headroom available by getting the audience that is interested in those niches aware that the content exists" Leveraging broadcast network to grow podcast audience: O "The not-so-secret sauce that we bring to the table is our podcast to broadcast capabilities" (Darren Davis, President) "Only 25% of Americans listen to podcasts. Contrast that to 273 million Americans a month who listen just to iHeart's broadcast radio stations. We've got the megaphone that can bring it to the masses in an accessible way." "With 850 stations that need content 24/7, there are a lot of places to try new things" "Imagine taking some of the biggest podcasts in America and having the megaphone of 272 million people on broadcast radio. Not only does it drive audience but it will drive a whole lot of monetization opportunities that weren't there before." O Source: Forbes, InsideRadio © 2019 - Andreessen Horowitz 26

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