Apostrophe

What Apostrophe does

Apostrophe is a privately held, family-owned Canadian podcast production company headquartered in Toronto, founded in 2018 by Terry O'Reilly and his family. The company operates a multi-show podcast network producing cinematic, storytelling-driven audio content, with Under the Influence (advertising and marketing, on CBC Radio for ~20 years and across Sirius XM Channel 169 and WBEZ Chicago) as its flagship franchise and additional shows including We Regret To Inform You, Surviving Life with Les Stroud, Backstage at the Vinyl Cafe, The Beatlology Interviews, Alone Together, The Canadian Star System, and A Cut Above.

The company produces and distributes audio content using Acast as its hosting and distribution backbone across Apple Podcasts, Spotify, and Amazon Music, supplemented by a 1969 Airstream mobile recording studio ("Terstream") used for remote capture. A direct-to-consumer premium subscription tier, Apostrophe All Ears, was launched in January 2026 via the Supercast platform, offering ad-free listening, early access, bonus episodes, live virtual events, and merchandise discounts.

Apostrophe's revenue is generated through three primary streams: (1) podcast advertising and brand sponsorships across its show portfolio, (2) the recurring monthly Apostrophe All Ears subscription, and (3) downstream IP monetization including book publishing contracts (Under the Influence, Alone Together, Terry O'Reilly titles) and TV/film option deals. The Podcast Exchange (TPX) serves as the exclusive ad sales representative under a partnership signed in March 2020.

Name

Apostrophe

Legal name

Apostrophe

Website

https://apostrophepodcasts.ca

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Apostrophe is a family-owned Toronto-based podcast production company producing a portfolio of cinematic storytelling podcasts, anchored by the long-running CBC Radio show Under the Influence and distributed via Acast, Apple Podcasts, Spotify, and its own premium subscription tier.

Ownership category

akta.pro rank

Product category

Podcast Production

NAICS

Periodical Publishers (513120), Teleproduction and Other Postproduction Services (512191)

SIC

Services-Advertising (7310)

akta.pro industry

PRIMARYMPACADAB

Podcast Networks & Multi-Show Publishers

Media, Entertainment & Sports/Digital Media & Content Platforms (Online Video, Podcasts, Creators)/Podcast Hosting, Networks & Distribution

SECONDARYBPAFAIAE

Audio Production & Podcasting

Business & Public Services/Marketing, Advertising & PR Services/Content Marketing & Production (Copy, Video, Design)

SECONDARYMPACADAF

Podcast Hosting & Enterprise Solutions (Private/Branded Podcasts)

Media, Entertainment & Sports/Digital Media & Content Platforms (Online Video, Podcasts, Creators)/Podcast Hosting, Networks & Distribution

Keywords

• Podcast production
• Audio storytelling
• Original podcasts
• Digital audio content
• Media production

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Podcast Advertising/Sponsorships: Under the Influence and other shows feature paid advertising from sponsors. The 'Advertise With Us' page invites brands to reach the dedicated audiences of Under the Influence and other Apostrophe podcasts. Shows like 'The Job That Changed My Life' were sponsored by Workopolis, and 'Close Calls' was sponsored by Goodyear Tires.
2. Premium Subscription (Apostrophe All Ears): Premium subscription tier offering ad-free listening, early access to episodes, extended and bonus episodes, live virtual events, merchandise discounts, and Q&A sessions with hosts. Available on Apple Podcasts and Android via Supercast platform.
3. Book Publishing: Under the Influence landed a book publishing contract, The Alone Together Podcast landed a book publishing contract (published by Orca), and co-founder Callie O'Reilly published memoir 'Let Me Down' (August 2026). Terry O'Reilly has published multiple books including 'My Best Mistake' and 'Against the Grain'.
4. Television/Film Licensing: Under the Influence was optioned by a television production company, and The Booby Trap limited series was also optioned by a television production company.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels12 records

Core offering

Apostrophe is a Toronto-based, family-run podcast production company that conceives, produces, and distributes original audio shows including flagship Under the Influence, We Regret To Inform You, Surviving Life with Les Stroud, Backstage at the Vinyl Cafe, Beatlology Interviews, Alone Together, The Canadian Star System, and A Cut Above. The company monetizes the catalogue through host-read advertising and sponsorships, premium subscriptions via the Apostrophe All Ears offering on Supercast, and licensing of show IP for books and television adaptations.

Product overview

Apostrophe is a Canadian podcast production company operating as a multi-show podcast network. The company produces multiple distinct podcast shows including Under the Influence (advertising/marketing show), We Regret To Inform You (rejection stories), Surviving Life with Les Stroud (interviews), Backstage at the Vinyl Cafe (storytelling), The Beatlology Interviews (Beatles-related), Alone Together (loneliness exploration), and The Canadian Star System. The portfolio is distributed across Acast, Spotify, and Apple Podcasts, with a premium subscription tier called Apostrophe All Ears offering ad-free and bonus content via Supercast.

Differentiator

Problem solved

Functional benefit

Products and services

• Under the Influence Long-running flagship podcast hosted by founder Terry O'Reilly that examines the hidden forces behind consumer behavior, brand strategy, advertising, and pop culture for adult listeners interested in marketing and storytelling.
• We Regret To Inform You Co-hosted podcast that explores famous apologies, public relations crises, and historical regrets, hosted by Steve Patterson and Diana Frances.
• Surviving Life with Les Stroud Lifestyle and survival-themed podcast hosted by Les Stroud (creator of Survivorman), focused on stories of resilience and life lessons.
• Backstage at the Vinyl Cafe Companion podcast that revisits and curates archived Vinyl Cafe stories from the late Canadian broadcaster Stuart McLean, featuring music and storytelling.
• Beatlology Interviews Music-focused podcast featuring long-form interviews with notable musicians and cultural figures, hosted by Peg Fong.
• Alone Together Relationship and lifestyle podcast hosted by Jess Milton, exploring themes of connection, solitude, and modern life.
• The Canadian Star System Pop-culture podcast profiling notable Canadian entertainers and public figures.
• A Cut Above Craft, maker, and trades-focused podcast from Apostrophe.
• Apostrophe All Ears Premium subscription tier offered via Supercast that provides subscribers with ad-free listening, bonus episodes, and exclusive content across the Apostrophe catalogue.

Quantifiable outcome

• Under the Influence has 1 million listeners per week on CBC Radio
• +4 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• The Podcast Exchange (TPX)coreChannel Partner/ Reseller/ Distributor · 1 March 2020Exclusive marketing and sales agreement between TPX and Apostrophe Podcast Company. TPX serves as the exclusive marketing and sales representative for the podcast network, handling advertising sales and promotional partnerships for Apostrophe's podcast portfolio including Under the Influence.
• CBC RadiocoreChannel Partner/ Reseller/ DistributorPrimary broadcast partner for Under the Influence since 2006. The show airs on CBC Radio One (Thursdays 11:30am, Saturdays 11:30am) and Sirius XM Channel 169. This 20-year partnership has established Under the Influence as one of CBC's flagship programs.
• AcastcoreTechnology or IntegrationPodcast hosting and distribution platform powering Apostrophe's podcasts. Acast provides the technical infrastructure for hosting, distribution, analytics, and monetization across platforms.
• Amazon MusicminorChannel Partner/ Reseller/ DistributorPodcast distribution partner that featured Under the Influence in Times Square marketing, celebrating 20 years of the show with promotional billboard placement.

Scale indicators9 records

Recent moves12 records

Broad incumbents

• iHeartPodcasts: Major podcast network owned by iHeartMedia producing a vast slate of shows across genres. Comparable as a larger incumbent in the same podcast network category, offering overlapping capabilities with broader portfolio scale.
• CBC Listen / CBC Podcasts: Canadian Broadcasting Corporation's podcast division, which is also Apostrophe's flagship broadcast partner. Comparable as a broader public-broadcaster incumbent that produces and distributes podcasts in the Canadian market.

Direct peers

• Maximum Fun: Independent podcast network producing a slate of comedy, interview, and storytelling shows with a member-supported premium tier. Closely comparable as a smaller-scale multi-show podcast network with diversified monetization including listener subscriptions.
• Earwolf: Podcast network focused on comedy, interview, and entertainment shows (owned by SiriusXM). Comparable as a host-led multi-show network distributed across major podcast platforms with advertising-supported revenue.
• Wondery: Major podcast network producing narrative, interview, and entertainment shows (acquired by Amazon). Comparable multi-show network model with branded/host-driven podcasts and IP expansion into books and TV adaptations.
• Gimlet Media: Independent podcast network producing multiple narrative and interview shows (now owned by Spotify). Direct comparable as a multi-show podcast publisher with serialized storytelling formats similar to Under the Influence and We Regret To Inform You.
• Cadence13: Podcast network and production company producing interview and entertainment shows (acquired by Audacy). Comparable as a multi-show podcast publisher with major host relationships and ad-supported revenue model.
• Pineapple Street Studios: Independent podcast studio producing narrative, interview, and documentary podcasts (acquired by Audacy). Comparable as a multi-show podcast producer with branded IP expansion into other media formats.

Others

• Acast: Podcast hosting and monetization platform that powers Apostrophe's distribution. Comparable as a podcast infrastructure partner and adjacent player in the podcast ad-sales and hosting ecosystem.

Regional players

• Pacific Content: Canadian podcast production company focused on branded content and podcasts for brands/organizations. Comparable as a Canadian peer in podcast production, though more focused on the branded/enterprise side while Apostrophe owns consumer brands.

Market position

Strengths5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/apostrophepod
• Facebookfacebook.com/apostrophepod
• Instagraminstagram.com/apostrophepod
• LinkedInlinkedin.com/company/the-apostrophe-podcast-company

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Apostrophe