Episode
Examining the growing business of women's sports podcasts
- Published
- Mar 25, 2026
- Duration seconds
- 1874
- Processing state
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Summary
The women's sports audio market is experiencing a massive, unmature gold rush driven by brand demand and new talent. Jesse Katz explains how iHeartMedia is scaling a dedicated network to meet the sudden surge in advertiser interest.
Topics
- Sports Media
- Women's Sports
- Podcast Industry
- iHeartMedia
- Sports Marketing
- Audio Programming
- Digital Media
- Content Strategy
Highlights
- Market Trend: The women's sports audio space is in an early, high-growth phase, with most new podcasts launching only in 2024
- Practical takeaway: Established talent with deep industry relationships (the 'Rolodex') provides a competitive advantage in securing high-level athlete access
- Business Driver: Major brands like Capital One and Elf Beauty are actively seeking inventory to support their diversity and inclusion missions
- Failure mode: Relying solely on legacy media connections is becoming difficult as the space becomes more crowded and competitive
- Future Outlook: The next wave of content will likely be driven by Gen Z athletes with massive social media followings rather than just established pros
Chapters
1:00The Women's Sports Audio Boom: An overview of iHeart's first-mover advantage and the current state of the women's sports audio market.3:20Brand Investment and Partnerships: How brands are finding new ways to invest in women's sports through audio inventory.5:50A Non-Mature Market: Analyzing the recent surge in podcast launches and why the industry is still in its infancy.8:00The iHeart Women's Sports Slate: A look at flagship shows including Good Game with Sarah Spain and Flagrant and Funny.12:40The Power of Talent Relationships: How veteran hosts use long-standing connections to secure exclusive access to top athletes.24:30The 2026 Landscape: Predicting the diversity and expansion of the sports audio landscape over the next few years.