Podcast company

Spotify buys podcast company Whooshkaa

The merger is expected to increase the reach and impact of its advertising partners

Mathure Paul


Posted on 12/21/21, 12:42 AM

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

According to TechCrunch, Spotify believes that Whooshkaa’s portability will bring more third-party content to its Spotify audience network, which would increase the reach and impact of its advertising partners. This part of Spotify’s business has grown.

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 streaming on-demand technology, hosting, and monetization options.

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

The CEO of the Australian company, Rob Loewenthal, said on his company blog: “Our business is booming. And by adding the power and vision of Spotify, we can take the cutting-edge technology and service you know and love to even greater heights.