ACAST's Nordic managing director Jenny Frängsmyr wants to push the female voice in podcasting

Podcasts have been booming as of recent. With audiences longing for something deeper, more conversational and educational than music, the pseudo-social interaction provided by listening in on the conversations of others provides a more personal and interactive experience. The industry would be nothing, however, if podcasters could not host, monetise and grow their shows.

Enter ACAST. Since 2014, ACAST, originating from Sweden, has provided a platform that enables podcasters worldwide to make their podcasts viable. With over 140,000 podcasts on their books, they are the chosen platform for shows such as Newly Weds, Spöktimmen and Sunn Økonomi – not only for their ability to connect audiences and creators, but also because of their robust advertising marketplace, combining housing, distribution, and monetisation.

"There's still so much untapped potential," says ACAST's Nordic managing director, Jenny Frängsmyr. "My mission is to amplify creators' voices, and at ACAST, we're proud to support them in turning their passion into platforms that inform, inspire and empower," she continues. "We are building a future where creativity and commerce meet, fostering this ecosystem that benefits both creators and advertisers."

Born and raised in Sweden, Frängsmyr began her career on the commercial side of media, starting in cinema before moving into journalism with Bonnier News. "My career has always been driven by storytelling and cultural engagement," she says. "All of those experiences laid the foundation for my work in podcasting." The way Frängsmyr speaks about nurturing voices and building strong teams makes it clear: she’s found her calling.

"For me, podcasting is the most intimate medium for sharing stories authentically," she continues. "It’s something I’m truly passionate about. I’ve worked with podcasts for nearly a decade, just not as directly as I do now." And it seems the world is finally catching up with her enthusiasm. The podcast industry, valued at $30.72 billion today, is projected to reach $131.13 billion by 2030. "It's a very exciting time for the industry," she says. "ACAST is deeply committed to shaping the future of this dynamic space. With so much chaos in the world right now, podcasting offers something people can rely on."

But why are podcasts so popular? "We're busy people," Frängsmyr says. "We live in a remote, digital world. When you listen to a podcast, you can multitask. Walk the dog or clean your home. It transports you somewhere else." In her view, this is why podcasts surpass music in terms of engagement. "Of course, music is great, but podcasting gives you knowledge," she says. "You become committed to the host and immersed in their story. It feels like you really know them."

In this spirit, Frängsmyr shares a favourite quote: "'Listening to podcasts is like being a fly on the wall behind closed doors.' I really like that," she says. "Podcasts are like best friends in our ears. We tune in with them weekly or even sometimes daily. We trust them. It gives you something other than just listening to music."

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"My goal is for ACAST to remain the leading force in the Nordic podcast market," says Frängsmyr. "We don't just want to maintain our position, because we are already the market leader in Sweden and Norway, but by actively contributing to the development of the entire ecosystem that podcasts are offering." She sees the rise of the creator economy as a pivotal shift. "By fostering strong collaboration between creators and brands, we aim to build a sustainable future of audio."

One key area of focus? Video podcasting. "It’s a format we believe will grow significantly and open new dimensions for audience engagement in the Nordics." Frängsmyr also sees live podcast events gaining traction.

A prime example is Spöktimmen. "The podcast started out as a fun student radio project alongside our university studies in 2014," say hosts and co-founders Jenny Borg and Linn Ek. The duo relaunched the podcast in 2016. "It was just the two of us, best friends, hanging out and sharing the scariest stories we'd come across," explains the duo. "People really liked it, and we gained more and more followers." Today, the podcast spans over 180 episodes and sees 500,00 weekly listeners tune in to hear their twisted tales.

Related: The 33 best true crime podcasts to listen to now

Borg and Ek have taken Spöktimmen on several live tours, most recently in 2022. "We visited ten cities across Sweden and sold around 8000 tickets. We also hosted two online shows during the pandemic, which were really well received." They share Frängsmyr’s belief in the power of live platforms. "Going on tour adds a new dimension to the podcast," they say. "We love recording in the studio, but meeting our followers in real life and seeing their reactions is incredibly rewarding. We get instant feedback – it’s a rare and special experience." For them, touring is "like bringing the family together for an evening of horror and laughter."

The duo is also working on video podcasting and a new series launching this autumn – both key pillars for ACAST. "[Spöktimmen] is a great example of how powerful podcast communities can become when they move from digital to physical spaces," Frängsmyr says. "It highlights the demand for live experiences, something we’re expanding alongside video podcasting as part of our omni-channel strategy."

While listener demand is high, commercial investment has lagged. "Marketing and media agency investments are underdeveloped and can’t keep pace," Frängsmyr explains. "It was the same when smartphones first became popular. The user base exploded, but advertising was slow to catch up. We need to see more commercial money flowing into podcasting."

Frängsmyr also champions the role of women in podcasting "I want to empower more women to share their voices, stories and expertise on such a sustainable platform," she says. "In Sweden, podcasting was once dominated by male voices. Now we are seeing a powerful shift. Women are building loyal audiences through relatable and expert-driven content." For Frängsmyr, this comes back to the idea that podcasting creates a unique and intimate space. "It is where female voices can share powerful, personal stories and deeply connect with listeners - it relates to this idea of listeners and hosts forming a bond. It has a real opportunity to inspire change, especially when it comes to female empowerment and challenging norms."

"We are constantly looking for new female voices," Frängsmyr adds, highlighting how ACAST has helped foster the success of many female-founded podcasts from the Nordics, including Spöktimmen, looking at crime, Sunn Økonomi, focusing on finances, and Det Skaver, exploring the realities of life after 30. "It's exciting to see the rise of these female voices who are creating real impact without needing to be celebrities," she says. "At ACAST, we are so proud to support these creators in turning their passions into platforms. As I said before, it is all about informing, inspiring, empowering and changing."

"I think female-founded podcasts deserve to be seen, heard, and valued," adds Frängsmyr. "Not just for their creators' voices, but for the audience they uniquely connect with. I want to push them by investing in visibility through strategic promotion, monetisation by ensuring brands understand the values of the host, and community by amplifying collaboration amongst female creators. I want to position female-founded podcasts as a cultural cornerstone, not a niche. They already shape conversations. Our job is to scale their impact."

So, what’s next for podcasting in the Nordics? "True crime is still one of the most popular genres and will likely remain so," Frängsmyr says. "News podcasts are also widely consumed. But we’re seeing growing demand for 'edutainment' where listeners want to be entertained and educated at the same time." In uncertain times, she believes, podcasting offers comfort: "It provides context, insight, and a sense of calm and we really need that right now."

And her advice for budding podcasters? "Be clear about your angle and audience," she says. "Authenticity, consistency, and strong storytelling are what build loyalty. It’s not about reaching everyone, it’s about connecting deeply with the right listeners. Podcasting lets you take up space, own your story, and build a community on your own terms."