As part of its investments in podcasts, Spotify has acquired Whooshka, an Australia-based podcast technology platform to host, distribute, monetize, and track podcasts.
The acquisition follows the company’s earlier acquisitions in the podcast market, including US-based podcast advertising & publishing firm Megaphone and podcast discovery platform Podz.
Launched in 2016, Whooshkaa provides independent creators, publishers, broadcasters, and brands a cost effective, end-to-end platform to host, distribute, monetize, and track podcasts.
“Global digital audio leader Spotify has talent-spotted Whooshkaa’s world-class technology and made our business and team its first Australian acquisition. With more than 381 million monthly listeners and recently surpassing €1 billion in ad revenue this year, Spotify throws open the window of opportunity for Whooshkaa’s innovative team.” Rob Loewenthal, founder and CEO of Whooshka said in a blog post.
With the acquisition of Whooshka, Spotify is integrating a new tool into its Megaphone suite: a specialized tool that allows radio broadcasters to turn their existing radio content into on-demand podcast content.
Megaphone provides publishers a comprehensive suite of powerful podcasting tools to create, monetize, and measure their podcast businesses.
“With the integration of Whooshkaa’s broadcast-to-podcast technology into Megaphone, radio broadcasters will be able to more easily and quickly turn their existing audio content into a podcast and access Megaphone’s industry-leading, differentiated suite of tools and technology.” Spotify says.
“With the Spotify Audience Network, advertisers are able to target audiences listening across our network of podcasts, including Spotify Originals & Exclusives, and third-party content via Megaphone and Anchor. Integrating Whooshkaa’s innovative broadcast-to-podcast technology means we’ll be able to bring even more third-party content into the Spotify Audience Network, helping advertisers to connect with even more audiences.”
Financial terms of the deal were not disclosed.