Story: Building a global podcast powerhouse

When Qarlbo invested in PodX Group, the idea was clear: to build a global company that could take podcasting from a fragmented, local business to a global, scalable industry built around strong intellectual property.

PodX Group was co-founded by Patrick Svensk, a Swedish media veteran who has held leading roles at, among others, TV3 and Kanal 5 – two of Scandinavia’s pioneering and leading commercial networks – and later built two European production groups within film and television. Five years ago, he turned his attention to audio, seeing parallels with earlier transformations in media.

“Throughout my career in entertainment – from TV and film to audio – I’ve seen the same cycle repeat itself,” says Patrick, CEO of PodX. “When markets become fragmented and oversaturated, opportunities for consolidation emerge. I could see that the podcast market was entering that phase.”

What started as an idea for a Sweden-based venture quickly became something bigger.

“I called my old friend Staffan Rosell, who has spent his career in leading roles across some of the most prominent radio and podcast companies,” Patrick recalls. “We thought we’d start small, with some private investors. Then I spoke with media veteran Jan Zackrisson (Chairman PodX, Co-Founder of Epidemic Sound) who said, ‘We should talk to Qarlbo.’ We pitched this idea. The response from Qarlbo was positive: ‘Let’s do it!’”.

“PodX is a clear example of how we invest at Qarlbo. We start by finding a strong team with a compelling idea of a future-oriented business we believe can scale, then we connect the team with capital, our global network, and industry expertise. The PodX team brought deep production, distribution, and overall media landscape know-how; we added our experience in building and scaling companies. In our ambition to generate sustainable impact, PodX was a perfect fit in the entertainment industry,” says Per-Arne Blomquist, CEO at Qarlbo.

Since becoming operational in 2022, PodX has completed 12 acquisitions across Europe, the U.S., and Latin America, gathering an extensive portfolio of successful podcast concepts. The group continues to deliver strong organic growth, further accelerated through acquisitions.

‍Investing in ideas and partnering with the people behind them

For Qarlbo, PodX fits naturally into the group’s long-term focus on entertainment and strategy of owning and developing strong IP.

“With PodX, we can create and own productions, amplify ideas that can travel across markets,” says Per-Arne. “It’s about finding strong concepts, scaling them internationally, and developing them into valuable media properties. That’s what we already do with music catalogues and entertainment brands in other parts of Qarlbo’s portfolio.”

He points out that the podcast industry has evolved rapidly. “The podcast format is evolving. What used to be pure audio is now becoming a 360-format that combines video, audio and social media. That makes IP creation and ownership even more important, and it’s something we understand well.”

Great content in safe hands

PodX’s model is built around nurturing creative entrepreneurship. The group looks for independent production companies with strong ideas and a track-record of delivering high-quality productions.

“Our motto is ‘Great content in safe hands’,” says Patrick. “We want to work with creators who not only have strong ideas, but also want to become publishers of their own work, to own their IP, take risks, and build catalogues that generate value over time. We bring the experience, tools and the network to help them succeed.”

The group’s structure enables its companies to share expertise in marketing, distribution and monetization. “That’s how we create real synergy. Not by cutting costs, but by growing together.”

‍A global approach

Qarlbo’s investment has enabled PodX to grow internationally, and the group currently has operations in the Nordics, France, the U.K. and the U.S. “PodX’s biggest base today is in the U.K., where we have merged three companies into one,” says Patrick. “With the recent acquisition in the U.S., we’re now one of the few international players with a bridge between the two largest English-language markets. That gives PodX a unique position.”

The ambition is clear: “We aim to become one of the major international players in podcasting,” he adds.

Both Qarlbo and PodX see enormous potential in the intersection of audio, video, and tech-driven production.

“The medium doesn’t matter. What matters is the story. The future belongs to those who can combine creativity, technology, and entrepreneurship. That’s what we’re building with PodX,” concludes Patrick.

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