The Expanding Podcast Market: composition and Revenue Streams

Thomas Spejlborg Sejersen, Aske Søndergaard Kammer

Research output: Contribution to conference without a publisher/journalPaperResearch

Abstract

In the past decade, podcasting has entered the main-stream 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 find-ings, however, raise questions about the motivations for being in the podcast market and about the (future) role of platforms.
Original languageDanish
Publication date29 Oct 2021
Publication statusPublished - 29 Oct 2021
EventEuropean Media Management Association: Media Management and Sustainability - Media, Management and Transformation Center(MMTC), Jönköping International Business School, Jönköping University, Sweden, Jönköping, Sweden
Duration: 27 Oct 202129 Oct 2021
https://www.media-management.eu/emma-conferences/jonkoping-2021/

Conference

ConferenceEuropean Media Management Association
LocationMedia, Management and Transformation Center(MMTC), Jönköping International Business School, Jönköping University, Sweden
Country/TerritorySweden
CityJönköping
Period27/10/2129/10/21
Internet address

Keywords

  • Media, communication and languages
  • management
  • digitalization
  • quantitative method
  • research
  • digital media
  • web and mobile platforms

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