“We want to amplify underrepresented stories and decentralize the narratives that have been told about communities,” says Stefano Fallaha, co-founder & CEO of Podeo, a podcast distribution and monetization platform that reached 50 million listeners in just three years. 

His focus: creating new pathways for stories from emerging markets to reach worldwide audiences through podcasting.

In 2020, Stefano identified a critical opportunity in the Middle East and North Africa (MENA) media sector. “We looked at the numbers, less than a thousand podcasts in total across the entire MENA region accumulated over a span of a decade,” he recalls. “We realized there was a virgin market that had absolutely no idea what a podcast is.”

Together with Anthony Essaye and Mario Hayek, Stefano launched Podeo to address three fundamental challenges: limited creation tools, insufficient distribution channels, and scarce monetization opportunities. The trio saw these challenges as an opportunity to build essential infrastructure for this untapped market.

From Content Platform to Technology Provider

Initially, Podeo aimed to become a content destination, or “the YouTube,” for Arabic podcasts. However, Stefano recognized the limitations of this approach. “Being just an app and consolidating audiences in one place really limited how big creators could grow,” he explains. “We had to shift our business model to create proprietary technology that serves creators wherever their listeners are.”

This strategic shift yielded results. Within three years, Podeo expanded from supporting 2,000 regional podcasters to enabling over 100,000 creators worldwide. “We had to solve the different problems and challenges simultaneously in order to capture that ability to grow as a platform,” Stefano explains. “But also, at the same time, it should be aligned with what creators need and want, which is more reach and more potential to monetize their podcast.”

The company’s success in market development attracted substantial investment interest, culminating in a $5.4 million funding round – the largest for any podcast company in the MENA region. “A big part of that belief was the company has proved to efficiently build a market from scratch and is considerably one of the most difficult languages because it’s one language but 20 different dialects,” Stefano notes. “So it’s as if you were operating in 20 different markets in parallel.”

The investment round was led by Oraseya Capital VC and co-investors Ibtikar Fund, Cedar Mundi Ventures, Samarium, iSME, and Razor Capital.

“Most investments in our region go into fintech, proptech, or B2B/SaaS,” Stefano notes. “Very limited investments have been allocated to the creator economy historically. Our funding represents a vote of confidence in pushing beyond regional barriers.”

Creating New Distribution and Revenue Channels

Podeo’s primary technological achievement is its comprehensive distribution network. The platform has established exclusive partnerships with radio stations, taxis, airlines, and gaming applications – distribution channels typically beyond the reach of independent podcasters. 

“In one click, their podcast is out across all these channels,” Stefano explains. “And then, with one click, they can opt into the monetization program and earn revenue wherever people are listening, be it on Spotify, Apple, or in taxis.”

This model extends the YouTube monetization concept across multiple listening platforms. “We serve ads programmatically across the entire distribution network,” Stefano elaborates. “But instead of being limited to one platform, we monetize wherever the listener is.”

Building Communities Through Human Connection

As artificial intelligence generates an increasing share of digital content, podcasting has emerged as a uniquely intimate medium for authentic human connection. 

“With the rise of misinformation and different streams of content, being part of a community is becoming more important than ever because content is no longer as intimate as it used to be,” Stefano observes. “Half our feeds are now AI-generated. LinkedIn posts are being read, but lots of them are probably generated by AI, which is obviously a great productivity and efficiency tool. But you lose this human element that used to be present in the past.”

This transformation in media consumption has led to increased demand for community-centered content. “People want to be part of a community,” Stefano explains. “The medium is so intimate, yet it still feels like a radio broadcaster. But there’s still not this interaction that’s happening on social, but funnily enough, it is the most intimate medium.”

Strategic Growth and Creator Independence

Podeo’s expansion strategy focuses on three key areas: enhancing creator tools with advanced AI capabilities, expanding its distribution network through new partnerships, and extending its reach into Latin America and Southeast Asia. 

Throughout this growth, the platform maintains its commitment to creator independence, challenging industry trends toward exclusive content agreements.

“Something that has proven our strategy is aligned with creators is the move away from exclusive shows,” Stefano emphasizes, pointing to Joe Rogan‘s return to open distribution as validation of their approach. 

This stance reflects broader industry concerns about platform control. “The growing power and importance of the medium is undeniable,” Stefano says. “With that comes the inevitable push from major platforms to tighten their grip – but we’re staying ahead of that curve. Open distribution isn’t just a preference; it’s the future.”

Podeo addresses these challenges by maintaining unmatched flexibility in its platform. “Our platform is built to empower creators at every turn, and we’re committed to delivering exactly what they need to succeed.”

By addressing fundamental infrastructure challenges while supporting creator independence, Podeo is creating new opportunities for underrepresented voices to reach global audiences. 

For Stefano, this fuels their ambitions: “Our biggest mission is to amplify and bring the underrepresented voices of the regions to have an opportunity and an equal opportunity to be heard on a global scale.”