“There’s a great opportunity for podcasts to expand the scope of what they’re doing, to make better use of the platforms at their disposal,” says audio writer Matt Deegan. Creators can learn a thing or two from MrBeast, a YouTuber known for “spending huge amounts of cash (and effort) on his videos.”
The 23-year-old MrBeast recently spent $3.5 million on one 25-minute video — a real-life (violence-free) version of Netflix’s “Squid Game.” In one week, it’s racked up over 127 million views. Why? For Deegan, it comes down to the way a creator understands how their audience wants to consume of-the-moment content.
The podcast A Gay and a NonGay does a terrific job with this task. The hosts of the UK’s top LGBTQ+ show have built “mini media brand” complete with a new 40-minute documentary. Existing platforms allow podcasters to branch out more, Deegan says. We just need to trust listeners’ attention spans.
The Copenhagen-based podcast app Podimo has attracted attention for its $78 million Series B funding round, announced last week. Ashley Carman of Hot Pod spoke with Podimo’s CEO and founder, Morten Strunge, about the company’s recent cash infusion and when it might (will) launch in the United States.
Launched in 2019, Podimo is built around subscriptions and has over 950 exclusives. Users pay a set monthly rate for unlimited streaming, and creators are paid based on the popularity of their content. Most shows are in Spanish, Danish, Norwegian, and German, with translations from English-language studios like Wondery.
“What’s been important for us is to show that this is not a niche thing, but it’s actually a mass market thing, something that millions of people would subscribe to in a market like Germany and not thousands of people,” Strunge said. In Denmark, population 6 million, Podimo has 100,000 paying subscribers.
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