Belgian audio producer Lennart Creël has launched Summ’it, a podcast platform, production company and media channel designed to connect listeners, creators and brands through audio storytelling. The platform operates under the banner, “Welcome in a world of stories,” reflecting its focus on long-form, authentic audio content.
“We believe in the strength of content and storytelling,” said Creël. “In a world of rapid information consumption, audio offers room for authenticity and in-depth content.”
Summ’it combines a podcast app, online platforms, a streaming audio channel, live events and in-house productions to build what Creël describes as an ecosystem for podcasters and listeners. “Our mission is simple: make strong stories available to everyone through audio,” he said. “We don’t just offer content. We actively select, promote and support it, helping audiences discover new creators. The application acts as a bridge between listeners and creators.”
The launch comes as on-demand audio continues to grow in Belgium’s Dutch-speaking Flanders region. According to local media research cited by Summ’it, streaming audio and video consumption increased from 31% of daily media use in 2021 to 42% in 2025. Among people aged 18 to 34, the figure reached 70%. While live radio remains the country’s dominant audio platform, podcast listening has become an established habit, with more than 125 million podcast streams and downloads recorded during 2025.
Summ’it combines live audio with on-demand podcast content while also offering advertising opportunities through radio spots, sponsorships, branded content and event promotions. Creël said the company wants to combine the spontaneity of live radio with an extensive catalog of podcast content, giving audiences more ways to discover new audio.
The next phase of development will open the platform to local and regional radio stations. AI-powered tools and geolocation features will allow broadcasters to deliver location-based content and advertising, while the platform will support content in Dutch, French and English.
“This augmented listening experience makes us different from Spotify or Apple,” said Creël. “We want to reinvent podcast listening by using the listener’s location to deliver stories where they happened, while also providing relevant local content and advertising.”
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