Making podcasts more personalized for users and profitable for producers

SAS Analytics helps Podimo match listeners to the content they love

Podcasts have become a global phenomenon and a preferred method for listening to audio content on an array of topics. According to Discoverpods, 76.8% of podcast fans listen for more than seven hours each week. But with millions of podcasts already produced and more being added every day, finding the most relevant ones can be overwhelming.

Podimo is a Danish podcast subscription service that provides tailored content to its subscribers. Founded in 2019, Podimo is available in Denmark, Germany, Norway, Spain and 20 countries in Latin America. The team behind the startup have already proven their concept of data-driven user experiences with the digital book subscription service Mofibo, and decided to apply what they learned to podcasts.

“Podcasts are very popular, but the overall consumer experience leaves a lot to be desired,” says Martin Jonassen, Chief Data Officer at Podimo. “Podimo curates the experience for listeners and makes it easy to access the best content. This means you need a strong analytical core to your business model.”

Curated content based on data insights

Podimo uses SAS^® Office Analytics to create a tailored listening experience by curating content based on subscriber preferences. It then provides suggestions for the listener’s next podcast experience.

Because podcast content can have a short shelf life, this sort of data analysis needs to happen in real time, especially for podcasts covering news, sports and political commentary.

Supporting podcasters

With more than 600 exclusive shows, Podimo creates a VIP experience for listeners and podcasters.

In addition to royalties, Podimo’s podcasters gain access to data about content performance, such as how long listeners listen, the time of day, and listeners’ age and gender. With this valuable information, podcasters can make their content even more relevant to their listeners, post new content at peak hours and appeal more to potential sponsors.

“When users are willing to pay to listen to content that has been carefully selected for them, it ensures that podcasters can spend their time doing what they do best – creating great content and using data insights to make it even better,” Jonassen says. “Podimo enables listeners and podcasters to truly work together to secure a sustainable future for podcasts.”