This hybrid approach, combining subscription and ad-supported models, is expected to provide creators with more revenue streams and audience growth opportunities.
Podimo, the pioneering podcast subscription service, has acquired the Danish podcast agency and advertising platform Podads.
This strategic move aims to enhance revenue opportunities and audience growth for podcast creators, ultimately improving content quality for listeners.Podads specialises in representing independent podcasters and major Danish media houses, connecting them with advertisers and media agencies to generate value beyond paywalls. The agency also offers comprehensive podcast production services, including concept development, hosting, and targeted content dissemination.
Despite the acquisition, Podads will continue to operate independently under the leadership of CEO and Co-Founder Anne-Kathrine Pommergaard.
Morten Strunge, Podimo’s Co-Founder and CEO, highlighted the synergy between Podimo’s subscription model and the growing podcast advertising market, arguing that the acquisition would enhance the efficiency of podcast advertising in Denmark, attracting more and larger advertisers to the medium.
This hybrid approach, combining subscription and ad-supported models, is expected to provide creators with more revenue streams and audience growth opportunities, but Podimo itself remains committed to its subscription-based business, offering exclusive, ad-free content to subscribers.
This acquisition follows Podimo’s successful expansion in the Netherlands, where it acquired Dutch production companies Dag en Nacht and Tonny Media, reinforcing its strategy to strengthen the podcasting ecosystem through a hybrid model.
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This post first appeared in the TNPS LinkedIn newsfeed.
