Podads
- Company typePrivate
- Founded2020
- HeadquartersCopenhagen, Denmark
- Headcount1–10
- GTM typeB2B
- OfferingServices
Podads firmographics
Firmographics- Name
- Podads
- Legal name
- Podads ApS
- Website
- https://podads.dk
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Where Podads is headquartered
LocationHeadquarters
- HQ city
- Copenhagen
- HQ country
- Denmark
- HQ region
- Europe
Offices2 records
Markets served
Podads business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Supply Chain
Revenue model
- Podcast Advertising (Ads): Podads sells audio advertising spots across its network of premium Danish podcasts. Advertisers pay for dynamically inserted audio spots, either purchased directly or programmatically, reaching 3 million unique Danish podcast listeners monthly.
- Commercial Partnerships: Custom commercial partnerships tailored to individual podcasts and their audiences. Brands co-develop content integrations with podcasters, with pricing negotiated per campaign. Advertisers include HelloFresh, Zalando, McDonald's, SkyShowtime, Sinful, and others.
- Podcast Production Services: Podads offers full-service podcast production including concept development, scripting, recording, editing, video production, and campaign launch. Services span native branded podcasts, corporate podcasts, and audio spots for clients including DR, TV2, Kriminalforsorgen, and commercial brands.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Audio Advertising Spots |
| Other | Multi-year contract | Commercial Partnerships / Integrated Sponsorships |
| Other | Pay-as-you-go | Podcast Production (Native, Corporate, Audio Spot) |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Podads product offering
Product offeringCore offering
Podads operates a Danish podcast advertising and production bureau that sells audio ad spots, host-integrated commercial partnerships, and native branded podcasts across a network of 88+ premium Danish podcasts reaching 3 million monthly unique listeners. It also offers end-to-end podcast production services via two on-site studios, producing native, corporate, and broadcast-format podcasts for Danish brands, agencies, and major media houses including DR and TV 2.
Product overview
Podads is Denmark's first dedicated podcast bureau, established in 2020, operating as a dual-sided marketplace connecting advertisers with podcasters. The core offering comprises the Podads Podcast Network (access to 3 million monthly Danish podcast listeners across 25+ premium shows), supplemented by three advertising formats: Ads (audio spots with dynamic insertion), Partnerships (host-integrated native content), and Native Podcast (custom branded podcast development). In 2021, Podads launched a Production division offering end-to-end podcast creation for brands and media houses, including corporate podcasts and media production for major Danish broadcasters. Additional offerings include Political Advertising compliant with EU TTPA regulations, and Podark as an additional product brand.
Differentiator
Problem solved
Functional benefit
Products and services
- Podads Podcast Network A curated network of 88+ premium Danish podcasts spanning sports, entertainment, comedy, true crime, dating, politics, finance and lifestyle, reaching approximately 3 million unique Danish podcast listeners monthly. Used by Danish brands and agencies as the audience inventory for advertising and partnership campaigns.
- Podcast Advertising (Audio Spots) Audio ad placements delivered as digitally inserted spots across the Podads network, available via direct or programmatic buying. Used by Danish brands and agencies to reach engaged podcast audiences with measurable, dynamic ad placements.
- Commercial Partnerships Custom brand integrations within specific podcasts where messages are crafted jointly with advertisers and delivered by hosts. Sold per campaign based on reach and integration depth, used by brands seeking authentic host-read credibility.
- Native Podcast Custom podcast collaboration where Podads and a brand develop an exclusive podcast or podcast episodes with specific content focus, either using an existing format or creating an entirely new podcast. Used by brands seeking long-form branded content.
- Podcast Production End-to-end podcast creation services including concept development, planning, scripting, recording, editing, video production, and publishing. Covers native branded podcasts, corporate podcasts, audio spot production, and media production for major Danish broadcasters including DR and TV 2. Delivered via two on-site studios.
- Political Advertising Political podcast advertising compliant with EU Regulation 2024/900 (Transparency and Targeting of Political Advertising, TTPA), including clear identification of political ads, audio disclaimers, sponsor identification, campaign registration workflows, and contextual (non-behavioral) targeting. Used by political parties, advocacy organizations, NGOs, and campaigns.
Quantifiable outcome
- 3 million unique Danish podcast listeners per month
- +6 more outcomes
Companies that use Podads
Customer profileNamed customers12 records
Segments3 records
Ideal customer profiles3 records
Podads technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Podads partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered flagship, core and minor.
- PodimoflagshipPodimo, a Denmark-based subscription podcasting and audiobook service provider, acquired Podads in October 2024. The deal aims to create new revenue opportunities for creators and expand audience reach. Podads continues to operate independently under the acquisition. Podimo is owned by a consortium including Wolters Kluwer, according to publicly available information.
- DR (Danmarks Radio)corePodads Production produces the podcast 'Op af kaninhullet' for DR, one of Denmark's largest public service media houses. This demonstrates Podads' production capabilities for leading Danish media organizations.
- TV 2 DanmarkcorePodads entered a commercial partnership with TV 2 Denmark for podcast production, as reported by MediaWatch in November 2022. This is a significant media partnership for a Danish podcast agency.
- StorybookminorStorybook is the creative agency partner in the Stimorol 'Lidt at Tygge På' podcast production. Storybook collaborated with Stimorol and Podads to develop the branded podcast concept.
- Spotify, Apple Podcasts, Podimo, iTunes (Third-party Listening Platforms)corePodads distributes podcast content through major listening platforms including Spotify, Apple Podcasts, iTunes, and Podimo. These platforms handle user consent for data and targeting. Podads uses contextual distribution and third-party platform data for ad targeting.
- MedianocoreMediano is a key podcast partner within Podads' network, particularly for sports and football content. Podads and Mediano collaborated on the Zalando 'God Stil' campaign. Mediano is the original football podcast since 2016.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Podads competitors and assessment
Company assessmentDirect peers
- Audioboom: UK-based podcast hosting and ad monetization platform serving independent podcasters with programmatic and host-read advertising. Comparable business model to Podads in connecting advertisers with premium podcast inventory.
- Acast: Swedish-founded global podcast monetization and hosting platform offering dynamic ad insertion and ad sales networks for premium podcasts. Directly comparable to Podads in business model (podcast ad sales and monetization), though operating at significantly larger global scale.
- Midroll: US-based podcast advertising network and representative firm (owned by The E.W. Scripps Company) selling host-read and programmatically inserted ads across premium podcast inventory. Directly comparable business model to Podads' podcast ad sales network.
Emerging players
- SoundCloud: Audio hosting and streaming platform that has expanded into podcast monetization and creator tools. Comparable to Podads on the creator monetization side, though with a broader music-focused creator base rather than premium podcast network focus.
- Podcast.co: UK-based podcast hosting, monetization, and production services provider for brands and creators. Comparable to Podads in combining production services with monetization infrastructure, though smaller scale and UK-focused.
Broad incumbents
- iHeartMedia: Largest US radio broadcaster with a substantial podcast network (iHeartPodcasts) and podcast advertising sales arm. A broad incumbent offering overlapping podcast ad-sales and production capabilities at much larger scale than Podads.
- Spotify Ad Studio: Spotify's self-serve podcast advertising platform offering advertisers direct access to Spotify's podcast inventory. A broad incumbent with overlapping ad-buying functionality, though focused on Spotify-exclusive and partner podcasts rather than independent networks like Podads'.
- Triton Digital: US-based audio ad-tech and podcast advertising platform providing programmatic ad serving, measurement, and ad sales across podcast networks and broadcasters. A larger incumbent offering overlapping capabilities to Podads' monetization layer at much greater scale.
Regional players
- Podigee: Germany-based podcast hosting and monetization platform serving DACH-region podcasters. Comparable to Podads in offering hosting plus ad monetization, but focused on German-speaking markets rather than Denmark.
- Novo Media: Danish podcast agency producing branded podcasts and offering advertising partnerships for Danish brands. Direct regional competitor to Podads within Denmark, with similar full-stack production and partnership model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key highlights7 records
Customer concentration
Podads social profiles
Digital presencePodads financial estimates
Financial estimateRevenue estimate
Valuation estimate
Podads leadership team
Management profileNumber of profiles
Profiles10 records
Podads funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Podads 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 Podads
What does Podads do?
Podads operates a Danish podcast advertising and production bureau that sells audio ad spots, host-integrated commercial partnerships, and native branded podcasts across a network of 88+ premium Danish podcasts reaching 3 million monthly unique listeners. It also offers end-to-end podcast production services via two on-site studios, producing native, corporate, and broadcast-format podcasts for Danish brands, agencies, and major media houses including DR and TV 2.
Is Podads a public or private company?
Podads is a private company. It is classified as corporate owned and is currently operating.
When was Podads founded?
Podads was founded in 2020. It employs 1 to 10 people.
Where is Podads based?
Podads is headquartered in Copenhagen, Denmark, in the Europe region.
How does Podads make money?
Three revenue lines are on record. Podcast Advertising (Ads) is the primary driver. The others are commercial Partnerships and podcast Production Services.
Who are Podads's main competitors?
Direct peers on record are Audioboom, Acast and Midroll. Emerging players are SoundCloud and Podcast.co. Broad incumbents are iHeartMedia, Spotify Ad Studio and Triton Digital. Regional players are Podigee and Novo Media.
Does Podads have an API?
No public API is recorded for Podads.