Danish Podimo strengthens Dutch market position with Tonny Media acquisition

Podimo, a Copenhagen-based audio subscription service, has acquired Dutch podcast production company Tonny Media, known for popular shows such as De Zelfspodcast and Geuze & Gorgels. This acquisition follows Podimo’s entry into the Dutch market in 2022, during which it also acquired Dag en Nacht Media and has now reached profitability. Both Podimo and Tonny Media will continue to operate independently but will collaborate more closely on sales efforts, aiming to expand their advertising partnerships and support Dutch podcast creators with enhanced opportunities.

Founded in Copenhagen in 2019, Podimo is a platform that provides access to a wide range of podcasts and audiobooks. It offers a revenue-sharing model that compensates content creators based on audience engagement, supporting both established and niche creators. Podimo emphasizes a collaborative and respectful workplace culture, valuing diverse ideas and contributions. The company focuses on creating an inclusive environment and supports its creators throughout the development of their content.

Tonny Media is known for its engaging formats featuring well-known Dutch personalities and its expertise in social media and video production. The company reaches a wide audience and manages the concept, production, and promotion of its shows in-house. Tonny media, with shows such as “De Zelfspodcast,” presented by Sander Schimmelpenninck and Jaap Reesema, Monica Geuze and Kaj Gorgels’ show “Geuze & Gorgels” and “Marc-Marie & Isa Vinden Iets en Aaf & Lies lossen het wel weer op,” will continue to operate under the leadership of CEO Titus van Dijk.

Podimo was launched in the Netherlands in 2022. The company then acquired production house Dag en Nacht Media, which immediately brought in other revenue models such as advertising revenue. This contributed to the success of Podimo in the Netherlands, which announced today that it made a profit in the Netherlands. Meanwhile, the company has 100 exclusive and in-house productions to its name, including “Moordcast,” “Man man man, de podcast,” “Alle Geschiedenis Ooit” and “Bankzitters: Achter de Schermen.” The acquisition of Tonny Media is a logical next step to support even more creators in the Netherlands.

Podimo and Tonny Media were already well acquainted: the companies entered into a strategic partnership in 2022, with Tonny Media producing exclusive shows for Podimo. This new phase reinforces the joint commitment to offer Dutch listeners a wider range of high-quality content, with a diverse mix of exclusive and open RSS shows tailored to audience needs and preferences. The combined strengths of Tonny Media and Dag en Nacht Media’s sales teams will enable the companies to attract larger advertising partners. Dutch creators will thus have more revenue opportunities and can be better supported in growing their audiences.

“The Netherlands is an important market for us, and our goal is to support Dutch creators in every way possible,” says Podimo Chief Content Officer Sachin Doshi. “Subscription remains the engine of our business, but we know that providing more options is key for creators and to our growth. The acquisition of Tonny Media is part of Podimo’s broader strategy to partner with like-minded companies across markets to jointly build the future of podcasting, enhance creator opportunities, content diversity, and audience engagement.”

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