Their radio stations may go head-to-head, but when it comes to digital, it pays to work together. Cumulus Media has struck a content distribution partnership with Audacy to distribute its portfolio of 413 radio station web streams and podcast content on the Audacy app. Cumulus is the seventh radio group to now be available on all three of the largest streaming platforms: iHeartRadio, Audacy and TuneIn.
“This partnership is in sync with our strategy of distributing our content through multiple platforms to make it available anywhere and anytime people want to enjoy it,” Larry Linietsky, Senior VP of Digital Operations and Business Development at Cumulus said in a release. “We're delighted with this opportunity to expand listeners’ ability to discover and connect with our stations and podcasts through the Audacy app.”
Cumulus Media joins Alpha Media, Beasley Media Group, Cox Media Group, Entravision, Radio One/Urban One and Salem Media Group as radio groups whose streams are available on all three major streaming platforms.
“The addition of Cumulus’s expansive portfolio of leading radio stations enhances and bolsters Audacy’s position as the fastest growing digital platform for radio listeners,” said Audacy VP of Business Development Corey Podolsky. “Audacy looks forward to building on this initial partnership with Cumulus and will continue to develop new and innovative ways to super serve our listeners.”
Company investors seemed pleased with the additional option for listener access to Cumulus Media stations and podcasts. Share of “CMLS” initially rose 3% upon the announcement of the agreement.
The nation’s largest radio group, iHeartMedia, recently formed a tech and content deal with TuneIn, which places its roster of 850 radio stations on the platform. Its stations, of course, have long been available via the company’s iHeartRadio app.
In addition to its national radio portfolio, Cumulus Media is the parent of the Cumulus Media Podcast Network which has 121 active shows. According to Podtrac, the podcast network had a unique monthly U.S. reach of just under 6 million during August with streams and downloads totaling nearly 38 million, making it the ninth-biggest publisher among those measured by Podtrac.