Headgum
Headgum is an LA and NY-based comedy podcast network that produces, distributes, and monetizes a catalog of 60+ comedy and entertainment podcasts featuring A-list comedians, selling host-read advertising through its owned Gumball marketplace and licensing video content to Hulu as its first podcast streaming partner.
- Company typePrivate
- Founded2015
- HeadquartersLos Angeles, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Headgum does
Headgum is an LA and NY-based comedy podcast network that produces, distributes, and monetizes a portfolio of 60+ comedy, entertainment, and lifestyle podcasts hosted by A-list comedians and entertainment personalities including Jake Johnson, Tig Notaro, Johnny Knoxville, Nicole Byer, Sterling K. Brown, Mandy Moore, Beck Bennett, Kyle Mooney, Lamorne Morris, and others. The company's core operations span three integrated lines: podcast production and acquisition, multi-platform distribution (Spotify, Apple Podcasts, YouTube, plus an exclusive Hulu partnership that makes Headgum the streaming service's first podcast streaming partner), and monetization via Gumball, its owned-and-operated advertising marketplace for host-read podcast ads sold to Fortune 500 brand advertisers. Headgum also operates a live touring business performing in theaters across the United States and has begun extending into prestige long-form narrative content via co-productions with Higher Ground (Barack and Michelle Obama's production company) and Rabbit Grin Productions.
The underlying technology is a podcast production and distribution platform with proprietary video podcasting capabilities that enable shows to be filmed, edited, and distributed as video-first content to Hulu, YouTube, and other platforms. Gumball functions as the company's ad-tech layer, providing a managed marketplace for buying host-read podcast advertising inventory across the network. Headgum's revenue model rests on three primary streams: (1) advertising sales via the Gumball marketplace to a roster of Fortune 500 advertisers including Squarespace, State Farm, ZipRecruiter, DraftKings, BetterHelp, HelloFresh, Manscaped, Athletic Greens, Mint Mobile, Liquid I.V., ExpressVPN, and NordVPN; (2) content licensing to streaming partners, anchored by the exclusive Hulu deal; and (3) ticket and ancillary revenue from live touring events. The company has raised approximately $15 million cumulatively, including a 2023 SEC-filed exempt offering, an earlier $2M round led by Union Square Ventures (2020), and a $12.46M round from CABRA VC (2021), and operates with a small startup team of approximately 13–14 people based in LA and New York.
Headgum firmographics
Firmographics- Name
- Headgum
- Legal name
- Headgum, Inc.
- Website
- https://headgum.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Headgum is an LA and NY-based comedy podcast network that produces, distributes, and monetizes a catalog of 60+ comedy and entertainment podcasts featuring A-list comedians, selling host-read advertising through its owned Gumball marketplace and licensing video content to Hulu as its first podcast streaming partner.
- Ownership category
- akta.pro rank
Headgum industry classification
Industry- Product category
- Podcast Production & Distribution
- NAICS
- Sound Recording Industries (5122), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621), Other Sound Recording Industries (51229)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Podcast Networks & Multi-Show Publishers (MPACADAB)
- akta.pro secondary industries
- Podcast Ad Sales Networks & Monetization Platforms (MPACADAD), Podcast Hosting, Distribution & Listening Platforms (BPAMAJAD)
Keywords
Where Headgum is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Headgum business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Others
Revenue model
- Podcast Advertising: Headgum generates revenue through advertising sales via their Gumball marketplace, selling host-read ads to brand sponsors including Fortune 500 companies.
- Streaming Licensing: Headgum licenses podcast content to streaming platforms like Hulu for exclusive distribution, representing a content licensing revenue stream.
- Live Events: Revenue from live touring shows performed in theaters across the United States.
Go-to-market motion3 records
Distribution channels6 records
Marketing channels5 records
Headgum product offering
Product offeringCore offering
Headgum operates a full-service comedy, entertainment, and lifestyle podcast network producing and distributing a catalog of comedian-hosted podcasts. The company monetizes its audience through Gumball, its owned-and-operated advertising marketplace for host-read ads sold to brands, and through an exclusive video podcast streaming partnership with Hulu. It also generates revenue via live touring shows performed in theaters across the U.S.
Product overview
Headgum is an LA and NY-based comedy podcast network offering a portfolio of branded podcasts across comedy, entertainment, and lifestyle genres. The core offering is the Headgum podcast network, supplemented by Gumball, an owned-and-operated ad marketplace for host-read advertisements. The network partners with Hulu for video podcast streaming (making Headgum Hulu's first podcast partner) and offers live tour events. Key podcasts include We're Here To Help (comedy advice), That Was Us (TV rewatch), jackass the podcast, Handsome, Best Friends, What's Our Podcast?, and The Mess Around with Hannah and Lamorne.
Differentiator
Problem solved
Functional benefit
Brands
- Gumball: Owned-and-operated ad marketplace for podcast advertising, serving as the advertising platform for Headgum podcasts.
Products and services
- Headgum Podcast Network A full-service comedy, entertainment, and lifestyle podcast network producing premium podcasts with comedians and engaging voices. Catalog includes 60+ comedy shows such as We're Here To Help, That Was Us, Handsome, Best Friends, jackass the podcast, What's Our Podcast?, and The Mess Around with Hannah and Lamorne. Free to listeners and monetized via advertising.
- Gumball Advertising Marketplace An owned-and-operated ad marketplace that enables brands to buy host-read podcast advertisements across the Headgum network. Serves Fortune 500 advertisers including Squarespace, State Farm, ZipRecruiter, DraftKings, BetterHelp, HelloFresh, Liquid I.V., ExpressVPN, NordVPN, Manscaped, Mint Mobile, and Athletic Greens.
- Headgum On Tour (Live Events) Live comedy tour events featuring Headgum podcast shows performed in theaters across the United States. Provides in-person audience experiences extending the Headgum brand beyond digital podcast distribution.
Quantifiable outcome
- First podcast streaming partner for Hulu
- +2 more outcomes
Companies that use Headgum
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles2 records
Headgum technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Headgum partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered flagship, core and minor.
- HuluflagshipHeadgum became Hulu's first podcast streaming partner. Under the deal, Hulu streams 'We're Here To Help' and other Headgum shows, with new episodes available on Hulu a day before other platforms. This represents a significant exclusive distribution partnership for video podcast content.
- Rabbit Grin ProductionscoreRabbit Grin Productions produces 'That Was Us' podcast for Headgum, the This Is Us rewatch show hosted by Sterling K. Brown, Mandy Moore, and Chris Sullivan.
- Gumball.fmcoreGumball is Headgum's owned-and-operated advertising marketplace for host-read podcast ads, serving Fortune 500 brand advertisers including Squarespace, State Farm, BetterHelp, and many others.
- StockXminorStockX is a presenting sponsor for the 'History of Heat' podcast on Headgum, a show discussing culture's favorite topics from sneakers to video games.
- Counterfeit PicturesminorCounterfeit Pictures produced 'The Office Movers' comedy series, a Random Order Studios production that has been sold to Sky UK. Random Order Studios podcasts are distributed through Headgum.
- Higher GroundminorHigher Ground, Barack and Michelle Obama's production company, co-produces 'The Outfit' podcast with Headgum, a weekly mafia story podcast.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Headgum competitors and assessment
Company assessmentDirect peers
- Wondery: Wondery is a leading podcast network producing and licensing narrative and entertainment podcasts, owned by Amazon. It directly competes with Headgum for top-tier talent, advertiser dollars, and audio/video distribution partnerships.
- Earwolf: Earwolf is a comedy-focused podcast network (home of Comedy Bang Bang, How Did This Get Made) acquired by SiriusXM. It is the closest direct competitor to Headgum in the comedy podcast niche, competing for the same hosts and brand advertisers.
- Gimlet Media: Gimlet Media is a podcast studio/network acquired by Spotify, known for narrative shows like Reply All and StartUp. It is a comparable premium podcast network now operating under a major streaming platform, similar in trajectory to where Headgum could grow via its Hulu deal.
- The Ringer: The Ringer is a podcast and digital media company focused on pop culture, sports, and entertainment, acquired by Spotify. Its Bill Simmons-led model of celebrity-host shows and ad-supported podcast content overlaps closely with Headgum's comedy/entertainment focus.
- Lemonada Media: Lemonada Media is an independent podcast network focused on storytelling, comedy, and culture, with a comparable premium ad-supported model and direct-to-listener distribution. It is a relevant emerging peer competing for similar brand advertisers and female/comedy audiences.
- Pushkin Industries: Pushkin Industries is a premium podcast company co-founded by Malcolm Gladwell and Jacob Weisberg, producing shows like Revisionist History. It is a comparable high-quality podcast publisher leveraging celebrity hosts and brand advertising.
Broad incumbents
- iHeartPodcasts: iHeartPodcasts is the podcast arm of iHeartMedia, distributing thousands of shows including original content. It is a broader incumbent competitor with scale advantages in ad sales, distribution, and talent acquisition across comedy, true crime, and music podcasts.
- Stitcher: Stitcher (now part of SiriusXM) was a major podcast network and listening app. Comparable to Headgum as a multi-show publisher with ad-sales infrastructure, though broader in genre scope.
Emerging players
- Exactly Right Media: Exactly Right (producer of My Favorite Murder) is an independent podcast network focused on comedy/true crime hosted by celebrity personalities. It is a direct competitor for similar female-leaning comedy audiences and brand advertisers.
- QCODE: QCODE is a premium podcast studio producing high-production scripted and entertainment shows with celebrity talent, founded by Rob Herting. Comparable to Headgum in using A-list hosts and premium production, though focused more on scripted/fictional narrative podcasts.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights6 records
Customer concentration
Headgum social profiles
Digital presenceHeadgum financial estimates
Financial estimateRevenue estimate
Valuation estimate
Headgum leadership team
Management profileNumber of profiles
Profiles4 records
Headgum funding detail
Funding detailFunding overview
Funding rounds4 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Headgum M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Headgum
What does Headgum do?
Headgum operates a full-service comedy, entertainment, and lifestyle podcast network producing and distributing a catalog of comedian-hosted podcasts. The company monetizes its audience through Gumball, its owned-and-operated advertising marketplace for host-read ads sold to brands, and through an exclusive video podcast streaming partnership with Hulu. It also generates revenue via live touring shows performed in theaters across the U.S.
Is Headgum a public or private company?
Headgum is a private company. It is classified as venture growth investor backed and is currently operating.
When was Headgum founded?
Headgum was founded in 2015. It employs 11 to 50 people.
Where is Headgum based?
Headgum is headquartered in Los Angeles, United States, in the North America region.
How does Headgum make money?
Three revenue lines are on record. Podcast Advertising is the primary driver. The others are streaming Licensing and live Events.
Who are Headgum's main competitors?
Direct peers on record are Wondery, Earwolf, Gimlet Media, The Ringer, Lemonada Media and Pushkin Industries. Broad incumbents are iHeartPodcasts and Stitcher. Emerging players are Exactly Right Media and QCODE.
Does Headgum have an API?
No public API is recorded for Headgum.
What industry is Headgum in?
Headgum's product category is Podcast Production & Distribution. Its primary akta.pro industry code is MPACADAB, Podcast Networks & Multi-Show Publishers, with a secondary code of MPACADAD, Podcast Ad Sales Networks & Monetization Platforms. Its NAICS code is 5122 and its SIC code is 7900.