Three former executives from Google, YouTube, and BBC launch HERA, the UK’s first female-founded video podcast network. HERA founders Rosie Allimonos, Nishma Patel Robb, and Kirsty Hunter have closed their initial seed funding round under the UK’s Seed Enterprise Investment Scheme and have opened a second seed stage under Enterprise Investment Scheme as the company begins operations.

Commercial Model

HERA’s business model includes producing original shows, brokering partnerships with brands, and creating a membership program called HERA Club. The club offers training, mentorship, and access to technology for women and non-binary podcast hosts.

“HERA is the destination for brands who want safe, scalable, premium content that unlocks new audiences,” says Hunter, referencing the team’s experience with successful content such as BBC podcast “Lady Killers with Lucy Worsley.”

The company launches as video podcasts gain momentum, with the founders noting that one billion people globally watch podcasts on YouTube monthly. The global podcast industry generated $7.3 billion in revenue last year.

Market Opportunity

The launch comes as Edison Research reports 51% of UK adults now consume podcasts monthly, up from 41% in 2021, representing approximately 25 million people. Weekly podcast consumption stands at 33% of UK adults.

The founders cite a significant gender imbalance in the podcast market, with 80% of the top 10 podcasts on UK Spotify Charts hosted solely by men and only 20% having a female host or co-host. This disparity exists despite Edison Research showing growing podcast adoption across demographics, including 61% monthly consumption among adults aged 16-34 and 56% among those 35-54.

Among monthly podcast listeners in the UK, 71% are employed full or part-time (compared to 52% of non-podcast consumers), 54% hold university degrees (versus 39%), and 50% report annual household incomes above £40,000 (versus 41%).

“Women are expected to control 75% of discretionary spending by 2030, but female audiences remain underserved,” says Patel Robb. “Podcasts aren’t just entertainment, they’re trusted outlets where listeners go to find new information. But when you look at the charts, this is a sector dominated by men.”

Technology Integration

HERA develops proprietary AI tools to support creators, streamline workflows, and create new audience experiences. The technology focus aligns with trends in podcast consumption, as Edison reports increased adoption of smart speakers (45% ownership, up from 25% in 2021) and smart TVs (72% ownership, up from 50% in 2021), contributing to industry growth.

“We’re building proprietary AI tools that supercharge female creators by removing the barriers,” says Allimonos, noting the company aims to help creators “experiment with new video formats and scale their impact.”