What Tonny Media does

Tonny Media is a privately held Dutch podcast production company and media network headquartered in Amsterdam. Founded in 2020 by Titus van Dijk, with co-founders Sander Schimmelpenninck and Jaap Reesema, the company operates three interconnected offerings: (1) Tonny Originals, a portfolio of more than 75 original podcasts distributed across Spotify, Apple Podcasts, YouTube, and Podimo, including flagship shows De Zelfspodcast, Geuze & Gorgels, and Marc-Marie & Aaf Vinden Iets; (2) Tonny Agency, a full-service branded content production arm that develops, records, edits, and distributes custom podcasts and video series for brands, publishers, broadcasters, and government clients; and (3) Tonny TV, a television and cross-media video production division producing for Videoland and VPRO. The company combines in-house production capabilities (editors, camerapersons, audio designers, creative producers) with proprietary distribution and dynamic ad-insertion technology.

The business model operates across three revenue streams: podcast advertising sales across the network (pre-roll, mid-roll, post-roll, host-read sponsorships, dynamic ad insertion); professional services revenue from branded content production via Tonny Agency, including white-label podcast series, branded integrations into Tonny Originals, and full creative-to-distribution campaigns; and content licensing royalties from exclusive Podimo distribution under a strategic partnership formalized in February 2022. Pricing is quote-based per campaign and custom-quoted for branded production work; no public rate card is disclosed. Go-to-market is sales-led and enterprise-oriented, with dedicated inbound channels ([email protected], [email protected]), a new Commercial Director appointed August 2025, and case-study-driven demand generation via the company website, whitepapers, and nine 2023 Dutch Podcast Awards nominations. Anchor customers include Google, Coca-Cola (multi-brand), T-Mobile, VodafoneZiggo, Bol.com, RTL Nieuws, Sky Showtime, Nationale Postcode Loterij, Rijksvoorlichtingsdienst, Gemeente Utrecht, and Alzheimer Nederland, with branded content reportedly outperforming benchmarks by 52% and podcasts achieving 85–95% episode completion.

Following Podimo's August 2024 acquisition and the January 2025 merger with Dag en Nacht Media (also Podimo-owned), Tonny Media now operates as an autonomous brand within Podimo's portfolio while serving approximately 60% of the Dutch podcast advertising market through the combined network. The company continues to focus exclusively on the Netherlands market, with operating footprint limited to a single Amsterdam headquarters.

Name

Tonny Media

Legal name

Tonny Media

Website

https://tonnymedia.nl

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Tonny Media is an Amsterdam-based podcast production company and media network, operating 75+ original shows and the largest Dutch podcast advertising network (~60% market share), while offering full-service branded content and video production for brands, government, and broadcasters.

Ownership category

akta.pro rank

Product category

Podcast Production and Media Services

NAICS

Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210), Media Buying Agencies (541830), Periodical Publishers (513120)

SIC

Periodicals: Publishing Or Publishing & Printing (2721)

akta.pro primary industry

Podcast Networks & Multi-Show Publishers (MPACADAB)

akta.pro secondary industries

Podcast Ad Sales Networks & Monetization Platforms (MPACADAD), Podcast Hosting & Enterprise Solutions (Private/Branded Podcasts) (MPACADAF), Creator Tools & Monetization Platforms (Podcasts/Audio) (MPAIADAG), Audio Production & Podcasting (BPAFAIAE)

Keywords

• Podcast production
• Branded content
• Podcast advertising
• Media production
• Content marketing

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Podcast advertising: Tonny Media operates the largest podcast advertising network in the Netherlands, selling ad placements (pre-roll, mid-roll, post-roll, host-read sponsorships) across its portfolio of 75+ podcasts. They offer dynamic ad insertion and branded content ads to advertisers targeting specific audiences.
2. Branded content and agency production services: Tonny Agency produces custom branded podcasts and video content for brands, media companies, publishers, broadcasters, and government organizations. Services include concept development, editorial support, production, and distribution across a single partner relationship.
3. Content licensing and distribution (Podimo): Tonny Media produces exclusive content for Podimo under a strategic partnership, with certain podcasts available exclusively on the Podimo platform, generating revenue through content licensing arrangements.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Tonny Media produces and distributes a portfolio of 75+ original Dutch podcasts (Tonny Originals) across Spotify, Apple Podcasts, YouTube, and Podimo. Through its Tonny Agency arm, it delivers full-service branded podcast and video content production for brands, publishers, broadcasters, government bodies, and non-profits. It also operates the largest podcast advertising network in the Netherlands, selling pre-roll, mid-roll, host-read, and social-extension ad placements across its owned shows.

Product overview

Tonny Media is a Dutch podcast production company and media network that operates three interconnected offerings: (1) Tonny Originals - a portfolio of 75+ original podcasts distributed across Spotify, Apple Podcasts, YouTube, and Podimo; (2) Tonny Agency - a full-service creative production house handling branded podcast and video content for external clients; and (3) Tonny TV - a television/video production division for cross-media content. The company also operates the largest podcast advertising network in the Netherlands through its merger with Dag en Nacht Media (under Podimo ownership), serving approximately 60% of the Dutch podcast advertising market. Tonny Originals includes flagship shows like De Zelfspodcast, Geuze & Gorgels, and Marc-Marie & Aaf Vinden Iets, while Tonny Agency produces custom branded content for clients including RTL Nieuws, Google, Coca-Cola, Bol.com, and the Rijksvoorlichtingsdienst.

Differentiator

Problem solved

Functional benefit

Products and services

• Tonny Originals (Podcast Network) Portfolio of 75+ original Dutch-language podcasts produced under the Tonny Media brand, covering entertainment, sports, true crime, lifestyle, news, and culture. Distributed across Spotify, Apple Podcasts, YouTube, and Podimo. Includes flagship shows such as De Zelfspodcast, Geuze & Gorgels, and Marc-Marie & Aaf Vinden Iets.
• Tonny Agency Full-service creative production house handling complete podcast and video production projects for brands, publishers, broadcasters, government bodies, and non-profit organizations. In-house team includes editors, camera operators, audio designers, and creative producers; services span format development, editorial work, production, and distribution.
• Tonny TV Television and video production division that creates cross-media formats working across linear TV, streaming, social media, and podcasts. Has produced shows for Videoland (Geuze & Gorgels: Geen Controle) and VPRO (Sander versus de Socials).
• Podcast Advertising Network Combined with Dag en Nacht Media under Podimo, the network serves approximately 60% of the Dutch podcast advertising market with 75+ podcasts. Offers pre-roll, mid-roll, post-roll, and host-read sponsorship placements, social content extensions to TikTok/Instagram, and video product placement on YouTube.
• White Label Branded Content Production Full-service production of podcast series, video content, and campaign formats created entirely in the client's brand style, from creative development through recording, editing, and distribution. The client brand owns 100% of the produced content; pricing is custom-quoted based on format, length, and distribution scope.
• Branded Content in Tonny Originals Brand placement inside established Tonny Original podcasts (Marc-Marie en Isa Vinden Iets, Bo en Pauline, Geschiedenis Inside) via spin-offs, specials, or social videos, leveraging existing fanbases for guaranteed reach. Custom-quoted per engagement.

Quantifiable outcome

• Branded content performs 52% above benchmark
• +4 more outcomes

Named customers24 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core, major and minor.

• Dag en Nacht MediacoreStrategic or Co-development Partner · 1 January 2024Tonny Media and Dag en Nacht Media merged their podcast advertising operations to form the largest podcast network in the Netherlands. Combined, they serve approximately 60% of the Dutch podcast advertising market. Dag en Nacht Media was acquired by Podimo in 2022. The partnership creates a unified advertising network covering more than 75 shows under one roof, offering advertisers unmatched reach and a single point of contact for podcast campaigns.
• Podimo (strategic content partnership)coreGTM or Marketing Partner · 28 February 2022In February 2022, Tonny Media entered an exclusive content partnership with Podimo, producing exclusive podcasts for the subscription platform. Tonny Media's podcasts would be presented by well-known figures from television, journalism, and YouTube, with one of Tonny Media's most popular shows moving exclusively to Podimo and spin-offs of existing shows planned. The partnership was announced ahead of Podimo's Netherlands launch on 29 March 2022.
• RTL NieuwsmajorStrategic or Co-development PartnerTonny Media produced 'De Ketting van Santanera', the first narrative podcast for the RTL Nieuws platform. RTL Nieuws conducted the investigation and interviews, while Tonny Media handled direction, editing, and custom music composition for the six-episode series.
• Tonny Media clients (advertising network)minorChannel Partner/ Reseller/ DistributorTonny Media serves as an advertising intermediary, selling podcast ad placements across its network on behalf of partner brands including bol.com, Coca-Cola, T-Mobile, Google, VodafoneZiggo, Sky Showtime, Flair, Fuze Tea, Emma Sleep, TOTO, Univé, Zilveren Kruis, and many others.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Podimo: Parent company of Tonny Media and a pan-European podcast subscription platform. Directly comparable as a podcast hosting/distribution platform and as the acquirer of Tonny's sister network Dag en Nacht Media; sets the strategic and commercial framework for Tonny's exclusive content.
• iHeartPodcasts: Podcast arm of iHeartMedia, one of the largest podcast publishers in the world with an integrated radio + podcast ad-sales machine. Comparable as a multi-show publisher and ad network at much larger scale, with similar host-read and branded-content formats.
• Wondery: Amazon-owned podcast studio and network producing high-profile narrative shows and branded content. Comparable to Tonny Originals in portfolio strategy and to Tonny Agency in end-to-end branded-podcast production for global brands.
• Spotify (Podcasts): Global streaming platform and one of the largest podcast distribution and monetization venues; key distribution channel for Tonny shows. Comparable as a podcast monetization platform and competing for advertiser budgets with proprietary ad-tech and a much larger audience.

Direct peers

• Dag en Nacht Media: Dutch podcast advertising network acquired by Podimo in 2022 and merged with Tonny Media in 2025 to form the largest podcast network in the Netherlands. Operates a near-identical model of podcast portfolio + ad sales, making it the closest direct peer within the same Dutch market.
• Acast: Global podcast hosting and monetization platform offering dynamic ad insertion, programmatic buying, and branded-content tools. Directly comparable to Tonny's ad-network and branded-content services, with overlapping enterprise advertiser customers across multiple geographies.
• Audioboom: Independent podcast network and ad-tech platform producing and monetizing hundreds of shows worldwide. Comparable as a podcast publisher-network model with advertising sales at its core, competing for the same global brand budgets.

Regional players

• RTL Nederland: Major Dutch commercial broadcaster (parent of RTL Nieuws) that commissions podcast production including work produced with Tonny. Comparable as a Dutch-language content publisher and ad-sales platform reaching similar audiences.
• NPO (Nederlandse Publieke Omroep): Dutch public broadcasting system producing podcasts across multiple member omroepen (VPRO, AVROTROS, EO, BNR). Comparable as a major Dutch podcast publisher with significant audience reach, competing for advertiser attention in the same market.
• AD.nl / DPG Media Podcasts: Major Dutch media group (Algemeen Dagblad, Volkskrant, Trouw) producing podcasts and monetizing Dutch audiences. Comparable as a Dutch-language publisher-podcast operator with overlapping advertiser base in the NL market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/tonny-media

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tonny Media