Podimo arrives in Mexico to offer an alternative to podcast monetization

The podcast app we could arrives in Mexico with the aim of diversifying the markets in which it operates and to offer a monetization alternative to the creators of this type of content that competes with other apps such as Spotify, Google Podcast and Apple Podcast.

we could is an application of Danish origin, founded at the end of 2019 by Morten Strunge, its global director. Until this 2023, the app only operated in some European countries, specifically Denmark, Norway, Germany, Spain, the Netherlands and Finland, but now it has decided to land in Mexican territory.

“If you look at Mexico, it has one of the highest podcast listening penetrations in the world. So listeners really enjoy the content, but we also see that it’s hard to monetize it in a meaningful way for creators, which puts a limit on the type of content that can be developed for the Mexican market,” Strunge said in an interview.

According to the manager, Mexico has a larger market than any other European market in terms of audience; however, the money available for podcast creators It is small, so it is difficult for most of them to make this format a way of life.

It is a big step for us to arrive in Mexico. We believe that there is the right dynamic between the creator communities and a new and different business model, such as the subscription model,” he said.

Strunge also sees the possibility of establishing content synergies between one of its already consolidated markets, such as Spain, and the Mexican market.

According to E-Marketer, in 2023, 42.4% of Internet users in Mexico, around 37.6 million, will listen to at least one podcast, either via streaming or direct download, which places the country on a par with all the European countries analyzed by the consultancy, which include Denmark, Finland, France, Germany, Italy, Norway, Spain, Sweden and the United Kingdom.

The main platforms on which Mexicans listen to podcasts are Spotifywith 86%; Youtubewith 27%; Apple Podcastswith 16%, and iVooxwith 10%, according to the 2022 Surveypod.

Podimo wants to occupy a place among these platforms in Mexico through a model that, according to Strunge, is based on two pillars:

A vertical dedicated exclusively to podcasting, which allows the company not to have to focus on music or video, as is the case with other platforms.

A monetization system based on subscriptions, which makes it attractive for creators to invest in this type of format in order to obtain economic compensation.

With the Covid-19 pandemic, the app experienced accelerated growth in the markets where it started operating and, according to its founder, its listeners have not stopped growing. However, what has changed are the listening habits of its listeners, because while during the pandemic, people listened to podcasts at various times throughout the day, this has been reduced to more specific times.