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Platform Media acquired by PodX in its largest global deal to date

Platform Media acquired by PodX in its largest global deal to date

Platform Media

May 20, 2024

The next-generation media company, Platform Media, is on track to surpass an eight-figure revenue this year

Under embargo until 10.30am (BST) on Monday 20th May 2024

London, UK – Monday 20th May 2024

Platform Media, the UK’s next-generation media company, has today announced its majority acquisition by global podcast group PodX. This is the largest acquisition the Stockholm-based company has made to date. It is also set to be the UK podcast market’s most significant deal ever by the time it completes in full, with the initial valuation surpassing eight figures.

Founded in 2021 by Matthew Sherry and Matt Sayward in conjunction with the 21six Group, Platform Media delivers production, distribution and monetisation all under one roof.

Its original content label Folding Pocket has produced some of the UK’s biggest podcasts, including The Good, The Bad & The Rugby; Football’s Greatest with Jeff Stelling; The Fast & The Curious; Ami Charlize’s Private Story; The 3AM Club with Caitlin and Leah; My Mate’s A Footballer with Patrick Bamford and Joe Wilkinson for BBC Sounds and Amazon’s Three Little Words starring John Bishop.

Creating podcasts that thrive on every digital platform – audio, video, social and beyond – Platform Media has delivered award-winning content for the world’s biggest brands, broadcasters, rights holders and talent. It has worked with Amazon Music, Audible, BBC, Domino’s, EFL, NFL, Paramount, Red Bull, Simply Be, Spotify, Vodafone and William Hill.

The team helps transform brands into true broadcasters that connect with audiences through 360° multi-channel entertainment strategies. Successes in this space have included Up Front with Simon Jordan, created for William Hill. One of the UK’s most successful branded podcasts, Up Front reached Number 1 in the charts with tens of millions of views, gained over 100K YouTube subscribers in just seven months and recently launched a new spin-off weekly show.

Despite a challenging market environment, Platform Media’s non-traditional podcast model has ensured the company’s revenue will grow to surpass eight figures this year.

Its impressive commercial strategy and multi-channel approach will help bolster PodX’s existing global network of podcast companies across the UK, France, Nordics and Latin America, while this acquisition will enable Platform Media to expand to new international markets.

With over 50 members of staff and its own state-of-the-art studio in London, Platform Media will continue to be led by co-founders CEO Matthew Sherry, CSO Matt Sayward and executive director Rick Ankers. The team is also bolstered by the permanent addition of former Somethin’ Else COO Paul Burdin. Burdin, who joins in the newly created role of Chief Profit Officer, has played a critical part in the M&A process as a consultant.

Matthew Sherry, Platform Media CEO, says:

“From the moment we met PodX, something has just felt right. Our two businesses have many shared ambitions, mutual philosophies and an overarching entrepreneurial spirit. PodX believes in the unique vision and business model that underpins Platform Media, and we believe that PodX is right that companies like ours can enjoy huge benefits and economies of scale through consolidation and shared infrastructure.”

Matt Sayward, Platform Media CSO, says:

“This company shows its true potential best when it takes big swings; whether that’s through launching brand-new shows with global talent, transforming the way leading brands engage with media, acquiring and levelling up existing IP, or expanding into new areas and territories. As we look to the future and our objectives for growth, we know that PodX are the partners we’ve been looking for that can unlock our ability to take even more big swings.”

Rick Ankers, Platform Media Executive Director and 21six Group CEO, says:

“We developed this business through some of the most difficult times of our generation. The reason for its success has been our absolute focus on the human element of business. Personally, I have only ever been interested in working with good people and now, in PodX, we have found partners who are just that.”

Staffan Rosell, CEO and Member of the Board, PodX Group, says:

“Adding Platform Media to the PodX Group is a significant step in building a leading global group within audio entertainment and beyond. Platform Media, with its status-quo-challenging approach, is one of the most exciting companies out there. They have truly pushed the boundaries for what it means to be a modern podcast company, and we see great potential to help scale the business in the UK and beyond. This acquisition further strengthens our position in the United Kingdom, and the English language market overall. We are acquiring a business with outstanding management at the highest level and a first-class track record. We wish Matthew, Matt, Rick, Paul and the rest of the team at Platform Media a very warm welcome.”

Notes to Editors

Assets here

About Platform Media

Platform Media is the next-generation media company. With production, distribution and monetisation all under one roof, Platform Media delivers award-winning creative, campaigns and shows for the world’s biggest brands, broadcasters and rights holders.

About PodX

Stockholm-based PodX Group invests in the world’s leading podcast studios, providing access to a global network, growth capital, and business development to support international expansion and commercialisation for emerging podcast producers and creators.

About 21six Group

Investing in people, businesses and the future, 21six Group is a vibrant and progressive investment firm, focused on technology, publishing and creative industries.


Matthew Sherry

A journalist by trade who cut his teeth at the Press Association, Matthew founded Gridiron, the UK’s only dedicated NFL publication, at the age of 21. He successfully ran the magazine for over a decade, which was acquired by the 21six Group ahead of co-founding Platform Media.

Matt Sayward

After spending his early career in music and digital, Matt entered the media space in 2017, leading podcast and editorial strategy at JOE Media. He has advised Meta on its publisher and creator strategy, and built several technology products in the media space prior to co-founding Platform Media.

Rick Ankers

Rick started his first business in 2006, building a successful and fast-growing print management company alongside his wife Amanda. The pair grew the 21six Group over the ensuing years, developing, nurturing and acquiring companies with complementary services across the media, publishing and technology space.

Paul Burdin

Formerly COO of Somethin’ Else, Paul is a seasoned media executive with experience also spanning Pulse Films, Touchnote, Sky, Liberty Global and Deloitte. Paul is a board member at Thinkbox, the marketing body for commercial TV in the UK.


PodX was founded in 2021 by Patrick Svensk (founder of Kanal 5, Zodiak Media and Nice Entertainment); Staffan Rosell (previously Nordic Head of Viacom, SBS Radio, Discovery Radio and, most recently, CEO of Bauer Media); and Fredrik Said (global expansion at Universum and Acast). The Group’s main shareholder and financier is the Swedish investment group Qarlbo AB.