About this Webinar

Why young audiences are willing to pay for journalism — when it delivers something truly distinctive — is the focus of this INMA Young Audiences Initiative Webinar featuring Kristin Ward Heimdal, Country Manager/Editor-in-Chief of Podme Norway.

Podme, a Nordic subscription-based podcast platform focused on premium storytelling and exclusive audio journalism, has grown to more than 200,000 paying subscribers in Norway. But Heimdal argues the technology itself is not the real story.

In this conversation, she will explain why Podme’s success comes down to editorial ambition, clear audience focus, and the willingness to take creative risks in storytelling — not simply launching a new product.

Kristin will challenge two of the industry’s most persistent assumptions: that publishers need entirely new products to reach young audiences, and that younger consumers simply will not pay for news and journalism.

Join this session for an inside look at what Podme learned while building a subscription audience — and what those lessons reveal about how to create journalism that younger audiences see as worth paying for.

About Podme

Podme is a Nordic subscription podcast platform offering exclusive podcasts, investigative storytelling, and premium audio journalism across Norway, Sweden, and Finland. The platform focuses on high-quality narrative formats, true crime, documentary-style reporting, and original series designed to attract younger audiences willing to pay for distinctive content. Podme is part of Schibsted Media, one of the leading media groups in the Nordic region.