Podimo acquires Podads to strengthen podcast monetization and expand hybrid podcast subscription and ad-supported model

Copenhagen, Denmark – October 3, 2024 – Podimo acquires Podads, one of Denmark's leading podcast agencies and advertising platforms, with an aim to create better growth opportunities for podcasts and bolster podcast advertising in the market. The acquisition creates new opportunities for creators and businesses that can now increase their earnings through multiple revenue streams and expand their audience. Podads will continue to operate independently under CEO and Co-Founder Anne-Kathrine Pommergaard. 

“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.”

"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."

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. 

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.

About Podimo:

Podimo is a subscription-based podcasting and audiobook service available across Europe and Latin America. We offer a wide range of local-language spoken audio entertainment through award-winning exclusives and originals, audiobooks, as well as your favorite podcasts available on all platforms. With a focus on local stories and diverse voices, we are committed to giving creators more opportunities to earn revenue and develop their audience, resulting in more and better content for listeners. The app offers a personalized audio experience including interactive community features, and can be enjoyed on iOS and Android, iPad, CarPlay, as well as on web player at podimo.com.

About Podads:

Podads is a Danish podcast agency with a strong commercial approach to the podcast medium. The company was founded in 2020 with the goal of strengthening the Danish podcast market through advertising and commercial partnerships. Podads represents both independent podcasters and large Danish media houses and helps them create value outside the paywall by connecting them with advertisers and media agencies. In addition to selling advertising space in podcasts, Podads also offers production of podcasts, including concept development, hosting and targeted content dissemination. Podads produces podcasts for companies, media houses and organizations and has created award-winning podcast concepts for Danish advertisers and developed large media formats for leading Danish media houses.