Spotify Acquires Firm That Transforms Radio Shows Into Podcasts

Podcasters in Australia can now monetize their shows through the Whooshkaa platform, which Spotify recently purchased.

Using Whooshkaa’s technology, it is now possible to record live broadcasts and remove ads that can be replaced with dynamic podcast-only advertisements. Following the acquisition of Megaphone.

The podcast advertising and publishing platform was acquired by Spotify last year. Whooshkaa’s technology will be integrated into Spotify’s library of third-party audio content.

The financial terms of the transaction were not made public. Any Whooshkaa employees who join Spotify following the acquisition will be full-time employees.

Statements From Company

“We believe digital audio’s global growth potential is still largely untapped,” the company says. Dawn Ostroff, Spotify’s chief content and advertising business officer, stated that by adding these new tools.

“We are reinforcing our commitment to helping content creators and publishers, as well as advertisers, realize the value of this opportunity”. With Whooshkaa, we’ll be able to expand our efforts to assist audio publishers of all types.

Growing their podcast businesses, as well as assist advertisers in reaching their target audiences.”

In a separate statement, Whooshkaa Founder and CEO Robert Loewenthal praised Spotify’s “bullish vision of the future of audio”

Megaphone, based in Stockholm, has made several audio acquisitions since 2019. That includes podcast companies Gimlet Media and Anchor, as well as live audio developer Betty Labs. Spotify also recently acquired Findaway, an audiobook distribution company based in Ohio.

Spotify
Spotify Acquires Firm

Making Money From Radio Shows That Are Turned Into Podcasts Is Spotify’s New Goal

Every day, the company’s library of audio files grows larger and larger. ‘Spotify’ An Australian company that helps radio stations monetize, edit, and distribute their podcasts has been purchased by Spotify.

Spotify’s Megaphone podcast hosting platform will incorporate this technology for some radio broadcasters, such as the Australian Radio Network, who already use it. There was no mention of a price tag.

Live broadcast recordings can be saved and edited to make room for podcast-only spots, which will be able to use Whooshkaa technology.

Spotify can help Megaphone by encouraging them to use the Spotify Ad Network, which allows Spotify to insert dynamically targeted advertisements based on the audience these programs reach.

Daniel Ek, the CEO of Spotify, sees the acquisition as a step in the right direction for the future of audio. Earlier this year, he told The Verge that traditional radio was on the verge of disappearing. If you think about it, over the next decade, radio as we know it will devolve into an on-demand medium.

“As he put it, If we want as many people as possible to switch to streaming-on-demand and, ideally, Spotify, we need to get them to that point first.”

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