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Podimo, the Copenhagen-based podcast and audiobook subscription service, has acquired Podads, a leading Danish podcast agency, in a strategic move to enhance its hybrid monetization model, blending subscription-based and ad-supported content. Podads, known for connecting podcasters with advertisers and producing award-winning content, will continue to operate under the leadership of CEO and Co-Founder Anne-Kathrine Pommergaard. This acquisition aims to offer podcast creators more revenue opportunities through advertising, while Podimo strengthens its presence in Denmark’s growing podcast market. Former Head of Creators at Instagram Whitney Rosenthal also joins as new Director of Creator Platforms.
Podimo is a subscription-based platform offering a variety of podcasts and audiobooks, with a focus on local-language content. It operates across Europe and Latin America, providing users with access to exclusive audio content alongside popular shows available on other platforms. The service blends subscription and ad-supported models, allowing creators to earn through different revenue streams. Podimo is available on mobile devices and web, with features designed to offer a personalized listening experience. The company emphasizes local stories and diverse voices in its content library, aiming to support creators while providing a wide range of audio entertainment for listeners.
“The market for podcast advertising is growing, but we see even greater commercial potential that goes hand in hand with the growth of Podimo’s subscription model. With the acquisition of Podads, we can jointly increase the efficiency of podcast advertising in Denmark and attract more and larger advertisers to the medium,” explains Podimo co-founder and CEO, Morten Strunge. “In combination with Podimo’s subscription model, we can now offer creators more opportunities for revenue and audience growth, which ultimately leads to better content for listeners.”
Podimo will continue to focus on its subscription-based business as before, providing exclusive, ad-free content to its subscribers. This new partnership with Podads follows the company’s successful expansion in the Netherlands with the acquisitions of Dutch production companies Dag en Nacht and Tonny Media, and is part of the company’s wider strategy to boost the podcasting ecosystem through a hybrid subscription and ad-supported model.
“We are very excited to become a part of the Podimo family and look forward to the collaboration ahead of us,” said CEO and Co-Founder Anne-Kathrine Pommergaard, “together, we can create a unique platform and deliver even more quality content to Danish advertisers. It’s a natural step for Podads to partner with Podimo so that we can continue our growth journey and open up even more exciting opportunities in the commercial podcast market.”
To further strengthen this hybrid model, Podimo recently hired former Head of Creators at Instagram Whitney Rosenthal as Podimo’s Directors of Creator Platforms, and Ida Adler-Olsen as Head of Content Research, underscoring Podimo’s commitment to empowering creators with the tools and data they need to succeed. More to be announced soon.
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Read the orginal article: https://arcticstartup.com/podimo-acquires-podads/
