The news: TikTok is expanding its content ecosystem with an iHeartMedia deal that will push the short-form pioneer into radio and podcasts.

• The companies are partnering to introduce a live, “TikTok Radio” audio channel to iHeart’s portfolio, combining music with creator-driven content. The channel will air on the iHeartRadio app and across 28 US iHeartMedia broadcast stations.
• TikTok and iHeart are also launching the TikTok Podcast Network, which will feature several podcasts from notable TikTok creators. The network will be available within the upcoming months.
• TikTok Radio programming will also highlight creator podcast content, including highlights and behind-the-scenes content.

Zooming out: TikTok is betting on the enduring power of radio and audiences’ heightened investment in podcasts to boost slowing time spent and drive advertiser interest.