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Home / Science-tech / Spotify acquires podcast company Whooshkaa

Spotify acquires podcast company Whooshkaa

The merger is expected to increase the reach and impact for its advertising partners
Spotify acquires Whooshkaa, an Australia-based all-in-one platform.

Mathures Paul   |   Published 21.12.21, 12:42 AM

Spotify continues to spread its footprint by improving user experience. Its latest investment involves acquiring the podcast technology company Whooshkaa, an Australia-based all-in-one platform for hosting, managing, distributing, promoting, monetising and measuring podcasts. With the acquisition comes a new tool — technology that allows radio broadcasters to easily turn their existing audio content into on-demand podcast programming.

According to TechCrunch, Spotify believes Whooshkaa’s porting capability will bring more third-party content to its Spotify Audience Network, which would increase the reach and impact for its advertising partners. This part of Spotify’s business has been scaling upwards.

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Companies in the radio space are also investing in similar technology. Earlier in 2021, iHeartMedia acquired Triton Digital, including Omny Studio, which also offers both live broadcast to on-demand technology, hosting, and monetisation options.

Whooshkaa was launched in 2016 and has also innovated in areas like text-to-speech, speech-to-text, connected home integration, ad technology with dynamic insertion, and more.

The Australian firm’s CEO Rob Loewenthal has said through his company's blog: “Our business is thriving. And by adding the power and vision of Spotify, we can propel the industry-leading tech and service you know and love to even greater heights.”



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