The Danish Podcast Market: actors and business strategies

Publikation: Konferencebidrag uden forlag/tidsskriftAbstraktForskning

9 Downloads (Pure)


In this paper, we present the key findings from the first systematic analysis of business strategies on the Danish podcast market. In recent years, financial and structural consolidation have taken place on the global podcast market as mayor actors such as Spotify and Amazon (and in a Danish context, Podimo) has entered the sector as both producers and distributers. Notable developments include the acquisitions of production companies and blockbuster podcasts such as Gimlet Media and The Joe Rogan Experience. Also, the market is expanding. More podcasts are produced and published, more people listen to them, and those who listen increase their listening time (Edison Research, 2020; Slots- og Kulturstyrelsen, 2020). Podcast has become a “private medium of mass consumption” (Kidde & Niegel, 2021) and the growth is expected to continue (Pratt, 2020). Despite this “audio media revolution” (Spinelli & Dann, 2019, producers and distributors still face a fundamental challenge when it comes to the question of how to make podcasting “a commercial productive practice” (Bonini, 2015: 22). The market find itself in a paradoxical contention between growth and stagnation, success and failure. Even so, the research interest in the financial dimension of podcasting in a small language area seems particularly limited (see, however, Berg, 2021), partly because an aesthetic, narrative and cultural studies-tradition still dominate the field (see, e.g., Spinelli & Dann, 2019; Llinares et al., 2018). With this paper, we explore this blind spot of media studies through a mapping of all Danish podcasts and their business strategies. Our research question is: Which business strategies exist on the Danish podcast market, and how are they distributed among different actors? This way, this paper mainly provides a descriptive overview which can, however, form the basis for further research (á la Cook, Geels & Bakker, 2016). We define a podcast as an online and publicly available ‘audio first’ file with talk-centered content, drawing upon (see Saabye, 2020). Our preliminary mapping results show that there are 2,648 active Danish podcasts (with episodes released in 2020). These podcasts are produced and published by a variety of public and private actors. Within the public sector, we see both public service institutions (e.g., DR and Radio 4) and other national, regional, and local institutions such as libraries and universities. Some of the latter serve as clients for private podcast-production companies (for example Heartbeats and Filt CPH). These production companies exist in a liminal field between independent podcasters (e.g., ”Her Går Det Godt” and ”Fries Before Guys”) and the newcomers, the paywalled platforms Podimo and Talk Town (owned by Egmont). The empirical data of this study originates from a survey which has been distributed among all the podcast producers and publishers identified in the mapping. In this survey, we ask about sources of income, economic performances, and ambitions – and on the basis of the answers we will discuss podcasting as a commercial phenomenon. At the time of submitting this abstract, the surveying is not yet finished (which is why the data has not yet been analyzed, the results not included). This paper will present new knowledge in two aspects: first, the foundation for the survey – the mapping of all Danish podcasts – represents the first of its kind in Denmark (see Ziengs, 2019, for a resembling contribution). Second, on the basis of the survey we can analyze and discuss the current state of podcast as business in a small language community such as Denmark. Literature: Berg, F. S. (2021). The Tension between Podcasters and Platforms: Independent Podcasters’ Experiences of the Paid Subscription Model. Creative Industries Journal, vol. 14. Bonini, T. (2015). The ‘Second Age’ of Podcasting: Reframing Podcasting as a New Digital Mass Medium. Quaderns del CAC, 41 (XVIII), s. 21-30. Cook, C., Geels, K., & Bakkers, P. (2016). Hyperlocal Revenues in the Uk and Europe. Mapping the road to sustainability and resilience. Nesta. Slots-og Kulturstyrelsen. (2020). Radio og podcast 2020. Slots- og Kulturstyrelsen. EdisonResearch. (2020). The Infinite Dial. Edison Research and Triton Digital. Kidde, Rasmus og Niegel, Peter (2021). Det private massemedie. 20/1/2021 Llinares, D., Fox, N. & Berry, R. (2018). Podcasting. New Aural Cultures and Digital Media. Palgrave Macmillan. Pratt, Steven (2020).14 Podcast Predictions for 2021 from Industry Leaders. 8/12/2020 Saabye, S. N. (2020). Podcastlytteren som hverdagskurator - En undersøgelse af podcastlytning som praksisfænomen i hverdagen. Ph.d.-afhandling: Aarhus Universitet. Spinelli, M. & Dann, L. (2019). Podcasting. The Audio Media Revolution. Bloomsbury. Ziengs, E. (2019). Dansk Podcast Analyse: Bagom Danske Podcastere. Nochmal.
Publikationsdato23 sep. 2021
StatusAccepteret/In press - 23 sep. 2021
BegivenhedNordmedia 2021 - Reykjavik, Island
Varighed: 18 aug. 202120 aug. 2021


KonferenceNordmedia 2021


  • digitale medier
  • Medier, kommunikation og sprog