Media giant Endemol Shine has entered the booming UK podcast market, signing a two-year deal with audio advertising platform Dax.
Endemol has appointed Dax, which is owned by radio group Global, as its advertising sales partner across its original podcast series.
The announcement comes a week after Endemol launched its debut podcast The Birthday Game, hosted by Pointless star Richard Osman.
As part of the deal, the podcast will be available on Global’s on-demand app and will be promoted on Radio X.
Wim Ponnet, chief strategy and commercial officer at Endemol Shine, said: “As a group we continue to deliver entertainment to our audiences across multiple platforms and with the importance of audio on mobile, podcasts are a great outlet for storytelling and an important platform for our creative output.
“We’re delighted to announce this exclusive partnership with Dax to help us commercialise our podcasts.”
The tie-up makes Endemol the latest publisher to join Dax’s platform. In June Global struck a deal with ITV to host its Love Island podcast, while Sky and Talksport have also secured deals with the advertising service.
It comes a day after London podcast startup secured £2m backing from the venture capital arm of the Daily Mail, as demand for on-demand audio shows no sign of slowing down.
Main image credit: Getty