Podimo arrived in Spain in the summer of 2020, in the year of the pandemic and in full consumption of entertainment services, with its Netflix proposal for podcasts. Now, almost a year later, the company is entering one of the most complex fields: children. They launch Podimo Kids with podcast and audiobooks focused on children between 2 and 10 years old.
Under the subscription formula, the platform enters the business of both its own and external audio content. Now also for children. Its magic formula? Compensate content creators for their results. Audiobooks also arrived, a segment until before only explored by some platforms in a secondary way. The success of the Danish company in Spain was so great that they even managed to finance an investment fund in Spanish in their round of 11.2 million euros.
It would be unfair to say that Podimo is the first platform to have content for children. Audible, Storytel, Spotify, iVoox … they all have a small contention for the little ones in the house. Some in book format, with the same old stories and some new titles, others even with specialized podcasts. However, Podimo Kids is launched with a unique platform for children. 100% of the content will be for the youngest.
The new service, in any case, is integrated into the Podimo universe under the same general subscription cost
In this way, the more than 300 youth titles that were already on the original platform go to Podimo Kids. In addition to new thematic options. The new service, in any case, is integrated into the universe from Podimo at the same general subscription cost. Simply, and like Netflix, it will be separated with parental pin options and content restriction by age.
From Podimo they know that this is a leap into the void. Young people and children make up one of the most demanding markets of the moment. “If you don't catch them in the moment they won't give you more attention, you have to win them over,” explains Javier Celaya, country manager of Podimo Spain to Hypertextual. Knowing that the children's and young people's literature industry represents around 300 million euros per year –almost 30% of the literature industry, although in decline due to the pandemic–, Podimo wants to lead the category of children's car products even when there is no data on the table. “The sector is new, but it promises to have good results, so we want to be there and be the first,” they explain.
After all, the data of children using YouTube and other social networks is the gold of today's technology. Children are one of the most loyal consumers of the moment. Now you just have to convince them so that in addition to seeing El Rubius they are interested in listening to an audiobook as another form of digital habit.
In any case, Podimo had been preparing for this operation. In June of this year, the Danish company acquired Fairytell. An audiobook company for children in which in addition to listening there is also the option of reading the content . With this purchase that includes hundreds of titles of children's classics, Podimo also integrates Fairytell technology in which the user experience works with the children's logic of discovery. Looking for a book will be one more experience in the process.
