The Danish Podcast Market and Its Revenue Streams

In the past decade, podcasting has entered the mainstream of both media industries and consumption. Even so, there has been surprisingly little scholarly interest in the business of podcasting. Responding to this research gap, this article maps the Danish podcast market and explores its revenue streams. Through a mapping of the market entire (2,529 active podcasts) and a survey (620 respondents), the study shows how a high degree of commercial pursuit exists among the (non-public) actors in the market, how revenue streams are highly varied across different categories of podcast publishers, and how actors in the market are generally optimistic about future financial performance. The findings, however, raise questions about the motivations for being in the podcast market and about the (future) role of platforms.