Who bought HowStuffWorks?

HowStuffWorks has been bought several times: Discovery Communications acquired it in 2007; Blucora later bought the website from Discovery in 2014; the site ultimately came under System1, which owns it today; and the podcast division (Stuff Media, formerly HowStuffWorks’ podcast network) was purchased by iHeartMedia in 2018. Below is the context behind each deal and how the brand split between the website and the podcast business.

What “HowStuffWorks” refers to today

“HowStuffWorks” now means two related but distinct assets. The website HowStuffWorks.com is a digital publisher owned by System1. Separately, the podcast network that grew out of HowStuffWorks—home to shows like “Stuff You Should Know”—was spun into Stuff Media and acquired by iHeartMedia in 2018. Understanding who bought what depends on whether you mean the website or the podcast business.

Key ownership milestones

The brand’s path includes multiple acquisitions and a later split of the website and podcast operations. The list below outlines the most consequential buyers and what they acquired.

• 2002: The Convex Group — Bought HowStuffWorks from founder Marshall Brain, bringing the site under an Atlanta-based investment group led by Jeff Arnold.
• 2007: Discovery Communications — Acquired HowStuffWorks for a reported $250 million, integrating it with Discovery’s digital media portfolio and extending the brand to TV programming.
• 2014: Blucora — Purchased HowStuffWorks from Discovery, continuing to operate the website as a digital media property.
• 2016–2018: Stuff Media spin-out and sale — The podcast unit that originated at HowStuffWorks was spun into Stuff Media (with outside investment) and was acquired by iHeartMedia in 2018 for $55 million.
• By late 2010s to present: System1 — The HowStuffWorks.com website came under System1 (via its InfoSpace/Publishing subsidiaries). As of 2025, the site operates as “a System1 Company.”

Taken together, these transactions explain why iHeartMedia owns the podcasts while the HowStuffWorks.com website is owned and operated by System1.

Why the ownership changed

Each sale reflected a different media moment. Discovery’s 2007 deal aligned with a wave of traditional media companies buying web publishers. Mid-2010s shifts in digital advertising and portfolio strategy led to the site changing hands again. Meanwhile, the rapid rise of podcasting created a distinct, high-value audio business that iHeartMedia folded into its iHeartPodcast Network.

What it means for audiences

For readers, HowStuffWorks.com continues to publish explainer journalism under System1. For listeners, shows that began at HowStuffWorks now live within iHeartMedia’s network, retaining their voices and feeds while benefiting from larger distribution and marketing.

Bottom line

Multiple companies have bought HowStuffWorks over time. Discovery purchased it in 2007; Blucora later acquired it from Discovery in 2014; the website ultimately moved under System1, which owns it today; and the podcast arm—Stuff Media—was acquired by iHeartMedia in 2018.

Summary

HowStuffWorks has had several owners. The most notable buyers were Discovery Communications (2007) and Blucora (2014). The website is now owned by System1, while iHeartMedia owns the podcast network that originated at HowStuffWorks, acquired in 2018 after the audio division was spun out as Stuff Media.