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How Podme Is Winning Over Young Audiences With Paid Audio
Description
Publishers have been saying it for years: young audiences don't pay. PodMe has 200,000 subscribers, and more than half of them are under 35.
In this episode, Kerstin Hasse talks to Kristin Ward Heimdal, who leads PodMe, Schibsted's paid podcast platform. They discuss why Schibsted started investing in the start-up, what happened when they first tried a hard paywall, and why the true crime genre is now being developed closer to the newsroom rather than acquired from independent creators.
Kristin also explains what actually drives young people's willingness to pay — and why the answer has less to do with format and more to do with what publishers are trying to sell them.
If your organization is still treating paid audio as a side experiment, this conversation is worth your time.
Guest: Kristin Ward Heimdahl, Head of Podme
Host: Kerstin Hasse, Young Audiences Initiative Lead, INMA