Podcast sales houses like Seven.One Audio from ProSiebenSat.1 play a key role in this, making podcast reach accessible to advertisers and supporting the further development of formats. The new podcast "SCHÖN LAUT" by Vanessa Mai and Lola Weippert demonstrates how this works in practice.

At first glance, "SCHÖN LAUT" is one thing above all else: a successful podcast. In reality, however, the format stands for much more – it exemplifies the increasing integration of various platforms and offerings within the ProSiebenSat.1 Group. For example, the episodes are not only available as audio but now also as video podcasts on Joyn, where Vanessa Mai and Lola Weippert engage with their audience on screen as well. In addition, the two have already appeared together on the show "Schlag den Star" on ProSieben and Joyn. This creates additional reach and new touchpoints with the community – far beyond the traditional audio podcast. This is made possible by the collaboration between various divisions within the ProSiebenSat.1 Group: The idea for "SCHÖN LAUT" originated at Seven.One Audio, which has exclusively marketed the show since its launch and supports it throughout its entire value chain. The show is produced by the Berlin-based production company Studio Bummens. It’s no coincidence that a format can be conceived so consistently across platforms.

With its majority stake in Studio Bummens in May 2025, Seven.One Audio took the next strategic step in its audio business. The goal: to attract more creative talents, become more deeply involved in the development and production of its own formats, support podcasts throughout their entire lifecycle, and exclusively market the entire Studio Bummens podcast portfolio.

Studio Bummens brings to the table one of Germany’s strongest podcast networks – including "Baywatch Berlin" with Klaas Heufer-Umlauf, Jakob Lundt, and Thomas Schmitt, "Der Sophie Passmann Podcast" with Sophie Passmann, "COPA TS" with Tommi Schmitt, "Kaffee & Kater" with Malika Babel and Joi Bella and "Einfach mal Luppen" with Toni and Felix Kroos.

With this step, Seven.One Audio’s role has also evolved. Today, Seven.One Audio is far more than just a podcast sales unit, it supports formats from the initial idea through production and distribution all the way to exclusive monetization.

The motto: The earlier ideas are developed collaboratively, the greater the opportunities to further develop them across platforms. "SCHÖN LAUT" is a prime example of this.

Podcasts stand out thanks to their unique strength as an audio format: they flexibly accompany people through their daily lives and enable media consumption even where screens play no role. At the same time, complementary video offerings are increasingly emerging around successful formats, bringing the podcast to life visually on additional platforms and creating new touchpoints with the community.

That’s why Seven.One Audio is now increasingly bringing successful podcast formats to Joyn and, together with Seven.One Media, is creating new advertising opportunities. In addition to the "SCHÖN LAUT" podcast, other formats such as "Der Sophie Passmann Podcast", "$HZ – wir müssen reden" and "Sisters in Crime – Frauen, die töten" are also available as video formats on Joyn.

"With this move, we’re bringing the strengths of audio to the big screen and making content visually engaging as well. As a leading podcast sales house with a broad, exclusive podcast portfolio and our production house Studio Bummens, we’ve maintained close, trusting relationships with hosts and partners for years. It’s precisely this close relationship that gives us a major advantage: it enables us to consistently bring podcasts to Joyn as well." - Alexander Krawczyk, Senior Vice President of Seven.One Audio

Podcasts have long been more than just audio. They are becoming the starting point for modern creator strategies, creating new touchpoints between creators and their communities, and opening up additional opportunities for brands to reach relevant target audiences in high-quality environments.