When Scrolling Meets Listening

No, I do not have a podcast. But I occasionally listen to some of them. Recently, I came across this new collaboration that I think you may like to know.

So TikTok and iHeartMedia are teaming up. The social-video giant and the radio/podcast heavyweight have joined forces to build something new: podcasts by TikTok creators, a radio station channel led by trending voices, live event integrations, and more. If you’re in marketing, this is more than another “platform mash-up.” It’s a signal flare.

Radio and podcasts are traditionally slower, more measured. TikTok’s energy? Fast, viral, chaotic. Mix the two and you’ve got something that might feel like scrolling with your ears. iHeart calls it “a station where listeners feel like they’re scrolling on TikTok, but with their ears.” This is about re‑framing legacy formats through a digital creator lens.

Source: GIPHY

In this case, will attention translate? Just because someone loves 30-second TikTok clips doesn’t mean they’ll show up for a 30-minute podcast episode. Bridging that gap is tricky. When creators move into bigger networks and more brand exposure, the original charm might fade. If they suddenly sound like “radio hosts from 1999,” the audience might switch off. With new formats comes new chaos: how do you measure success? What’s the ad format in a “TikTok Radio” station? How do you ensure the creator voice aligns with your brand?

The feed is no longer confined to scrolling feeds. It’s expanding. Into your ears. Into deeper connections. Into live moments. If your brand isn’t asking: “What happens when our audience stops scrolling and starts listening?”, then you’re already behind.

Welcome to 2025. The visuals are still vital, but the voice is making a comeback. So lean in. Whether you like it or not, your audience will hear you.

Let's see what this collaboration will bring to the market.