One of the largest podcast publishers in the Netherlands, Dag en Nacht, comes into the hands of the Danish subscription service Podimo. The company will start its own platform in the Netherlands next month.
Day and Night has been around since 2015 and has podcasts such as All History Everthe political podcast Reliable sourcesthe Who is the Mol podcast Trust Nobody, Dipping on A Podcast about Media.
According to the company, podcasts are listened to 8 million times a month. The number of listeners doubles every year. Money is made with advertisements. Day and Night also has a donor model called ‘Friend of the Show’. The amount involved in the acquisition has not been disclosed.
‘A good match’
“We just need money to set up new shows,” says co-founder Tim de Gier. “Thanks to this collaboration, that’s possible. Podimo needed content, so it was a good match.”
It is a match with a party that few people in the Netherlands will know. That needs to be worked on. De Gier says they want to do this by attracting well-known makers. He is critical of the current range of apps. “They share very little information, which is of little use to makers. In addition, they are complicated for listeners; they contain all kinds of functions that you do not need.”
On the one hand, Podimo will offer a well-known offer that can also be found at Apple or Spotify, for example, and on the other hand, an exclusive offer that requires payment (5 euros per month). Many people are not yet used to paying for podcasts.
The arrival of Podimo means that it will become even more crowded in the podcast market in the Netherlands. The most important platforms are still Spotify and Apple Podcast. The NPO also offers a listening environment via an app and NRC also has its own audio app. The number of apps you need to listen to everything – including exclusive productions – is now increasing.
In addition, NRC Audio, the newspaper’s listening platform, offers its exclusive podcasts for free. Spotify and Apple offer podcast makers the opportunity to put their podcast – partially or not – behind a paywall.
Mature market
“Podimo assumes that the podcast market is mature enough and that people are willing to pay for podcasts,” says Alexander Klöpping. He advises the Danish company and also has a podcast at Dag en Nacht. “I think this is the starting signal for a battle with all kinds of platforms.”
When asked whether Podimo will be a success in the Netherlands, Klöpping says that a lot depends on the marketing budget and whether the makers succeed in taking their supporters along. It is up to the makers whether they go behind the paywall.
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