Bauer Media Audio launches podcast platform Podplay
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Europe's leading commercial radio broadcaster Bauer Media Audio is investing in the development of the audio on-demand market with the launch of a new podcast platform Podplay. This will further cement Bauer Media Audio’s position as one of the largest podcast providers with over one million weekly podcast reach across the Nordics.
This launch, ahead of International Podcast Day on the 30th of September, comes as consumption of Bauer Media Audio podcasts has increased in recent years and dramatically since the pandemic, with many audiences – particularly those quarantining at home – listening to the medium even more for escapism and entertainment.
The new platform includes Podplay Studio for creators to enable the publishing, distribution, listening and monetisation of content. This sees Bauer Media Audio expand its content offering for audiences and grows digital audio inventory for advertisers, providing brand partners with further digital audio advertising opportunities, both via programmatic buying and through the creation of branded podcasts to provide contextual advertising.
The platform will offer exclusive, free content to signed-in users including exclusive episodes of podcasts. Non-exclusive podcasts will also continue to be available on all other podcast players.
Commenting on the launch, Mattias Björkman, Head of Podcast Business, Bauer Media Audio said “Podplay is a significant investment in the development of the distribution and listening platforms available within the audio on demand market. Podcast listening has grown by almost 20% over the last two years across the Nordics, and this launch will enable growth in Bauer Media Audio’s audiences through a combination of original content and partnerships. This will not only extend our reach but offers complementary opportunities for advertisers alongside our leading radio business of 26 million daily listeners across Europe”.
Richard Dawkins, COO Bauer Media Audio, “This launch will add further reach to our digital audio advertising offering which offers premium, engaged audio audiences at scale, in a transparent and brand safe environment which are now offered via programmatic audio across connected radio and podcasts”.
Podplay will be available across the Nordics in Sweden and Finland from today, having previously launched in Norway and is available via podplay.com and the app store.
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Source Bauer Media
September 25, 2020 5:22am ET by Bauer Media