Spotify’s latest acquisition is about making money off radio shows turned into podcasts


Spotify continues to beef up its audio product arsenal. Today, it announced the acquisition of Whooshkaa, an almost six-year-old Australian firm centered on serving to radio broadcasters monetize, edit, and distribute their shows as podcasts. Spotify says some radio broadcasters, just like the Australian Radio Network, already depend on its podcast internet hosting platform Megaphone, and this Whooshkaa radio know-how can be built-in into it. The promoting worth was not disclosed.

Radio networks will be capable to put together shows for publishing by capturing dwell broadcasts and utilizing the Whooshkaa tech to edit and take away advertisements to make room for podcast-only spots. From there, Megaphone can host the shows, and Spotify will help the shows monetize by encouraging them to benefit from the Spotify Ad Network, thereby permitting Spotify to insert advertisements dynamically based mostly on the viewers these applications attain.

The acquisition is smart for Spotify CEO Daniel Ek’s imaginative and prescient of audio’s future. Earlier this yr, he told The Verge conventional radio was dying. “If you think over the next 10 years for certain, what’s now radio is going to collapse and move from a linear space to an on-demand space,” he mentioned. “That’s where I think we’re in this race to try to get as many people as possible to convert into streaming on demand and hopefully choose Spotify as their preferred platform.”

If that actuality performs out, Spotify may very well be in a spot to take a heavier hand in all features of that transition, however most notably, promoting the advertisements for these broadcast shows. Other firms, specifically within the radio house, are additionally investing in related know-how. Earlier this yr, iHeartMedia acquired Triton Digital, together with Omny Studio, which additionally provides each dwell broadcast to on-demand know-how, internet hosting, and monetization choices.

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