Spotify acquires Australia’s Whooshkaa podcast company

Australian based podcasting service, Whooshkaa has been purchased by Spotify, but the specific terms of the acquisition have not been disclosed.

Whooshkaa’s innovative technology enables radio broadcasters to more easily, and quickly, turn their existing audio content into on-demand podcast content.

This technology will soon be integrated into Spotify’s enterprise podcast and advertising platform Megaphone, enabling radio publishers to realise the full potential of podcasts with Megaphone’s best-in-class suite of hosting, distribution, reporting and monetisation tools.

Whooshka’s Founder and CEO, Rob Loewenthal, the former 2GB manager who was one of the Australian industry leaders who saw the potential of catch-up audio and podcasting early, has ambitions to grow the brand’s service through the deal.

“We started Whooshkaa to give creators access to a cost effective, end-to-end audio management platform that would help bring audio to the digital age,” Rob said.

“Now, it’s time to take our audio technology to the next level.”

Chief Content & Advertising Business Officer at Spotify, Dawn Ostroff, says “We believe the worldwide growth potential for digital audio is still largely untapped. Through the addition of these new tools as well as the innovative team behind them, we are reinforcing our commitment to helping creators, publishers and advertisers realise the value of this opportunity.”

“With Whooshkaa, we will strengthen our efforts to help audio publishers of all kinds grow their podcast business and scale our ability to help advertisers reach their audiences.”

In the meantime, Loewenthal says Whooshkaa users will not be disrupted as the team works to integrate with Megaphone.

“While we work on integrating with Megaphone, we will continue to operate business as usual with all Whooshkaa products still readily available,” he said.

“We want to thank each and every one of you for supporting and partnering with us over the last 5 years. It is because of all of you that we have been able to build and push forward our mission to improve audio creation and distribution.”

“We wouldn’t be here without you.”

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Kate Mary Rose
18 Dec 2021 - 2:01 pm

So does this mean Spotify’s ‘business’ model will be implemented? Because that is lose-lose for almost all of us. Pay artists properly.

19 Dec 2021 - 12:28 am

Couldn’t agree more Kate. Not good news at all.

Tim A
20 Dec 2021 - 9:16 am

We need to look at this from two perspectives.

1. This is great for the Whooshka team and the Australian technology industry in general. Regardless of what people understand or perceive in terms of motives, these acquisitions reflect the value potential of these businesses – well done!

2. There’s no ignoring the advances that Spotify have made, their acquisition trail tells a story and for many the path they’re taking is clear. We need to focus, we’re easily distracted and disrupted by what’s going on around us and it impacts the continuity and execution of our own ambitions.

The podcasting, and digital audio market is evolving quickly. Whilst we need to remain vigilant and informed about what’s happening with competitors we need to be invested invested into our own journeys with confidence.


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