“It has been an incredible development since we launched this initiative almost five years ago, and surpassing 200,000 paying subscribers in Norway is a major milestone for us. More and more people are using Podme as their regular destination for podcast listening, and we are seeing very high engagement among our subscribers,” says Kristin Ward Heimdal, Country Manager of Podme Norway.
Activity on the platform is high. Podme subscribers listen to an average of between seven and eight episodes per week.
“Podcasts create a sense of closeness to the content that few other formats can match. The fact that our listeners return several times a week shows how strong their relationship with the format is,” says Heimdal.
Several new launches
Podme distributes exclusive podcasts from several of Schibsted’s media brands, in addition to some of Norway’s most popular entertainment podcasts. The platform has had several new launches so far this year, including a new collaboration with VGTV’s ”Spårtsklubben”, strong documentary series from VG and Aftenposten, and a new entertainment podcast with Linn Skåber.
News and current affairs podcasts also make up a large and important part of the platform’s content offering. In recent weeks, the news cycle has contributed to a clear increase in listening to current affairs titles from Schibsted’s media brands.
“When the news cycle is this intense, we see that many people use podcasts to better understand what is happening. More than 60 percent of our listeners now listen to news and current affairs content on our platform every month, and we are very pleased that we have succeeded in making Podme a platform where editor-led content from media houses forms a central part of the offering,” says Heimdal.
Will continue to invest in audio
For Schibsted, this development is proof that its stated ambition to strengthen its offering in audio, alongside video, resonates with users.
“The fact that Podme has reached 200,000 subscribers in Norway underlines how successfully Schibsted has developed an audio offering that resonates with audiences. Audio is an area we strongly believe in going forward, and one we will continue to invest in,” says Siv Juvik Tveitnes, CEO of Schibsted.
Podme is an important part of Schibsted’s strategy to build direct user relationships and develop new digital subscription services, particularly in a format that is strong among younger audiences.
