Whooshkaa partners with US podcast network HowStuffWorks

Former Assistant Editor
Image: Chuck & Josh from 'Stuff You Should Know' podcast

Record braking American podcast network HowStuffWorks has announced a new partnership with Aussie podcasting platform Whooshkaa.

HowStuffWorks boasts more than 50 million downloads per month at the moment (growing by 40% in the last year).

At least two million of those from Australia and New Zealand, with six million ad impressions created.

The new alliance is based in HowStuffWork’s ability to geotarget relevant host-read advertising, allowing Aussie brands to take advance of rising audiences and more targeted consumption.

“HowStuffWorks presents more than 100 hours of new content each month, new releases every month and an evergreen back catalogue of almost 10,000 episodes,” said HowStuffWorks president and CEO Conal Byrne.

“Our shows present deep-dive information in an entertaining format that has struck a chord with Australian audiences. All are shot through with our core values of the pursuit of knowledge and authenticity.”

“The podcast medium presents an incredibly intimate form of advertising. We’re excited to partner with Whooshkaa as the Australian podcasting landscape shows every indication of following the US industry’s growth.”

“These shows are actively sought out and listened to by engaged audiences in Australia and New Zealand, driving two million downloads a month,” Added Whooskaa founder and CEO Rob Loewenthal.

“Those numbers are rising every day and Whooshkaa is proud to partner with this iconic, leading network in the ramp-up phase of a fast-growing industry.

“The take-up of podcasting is growing exponentially. We’re seeing this on the Whooshkaa platform with unprecedented listener numbers being achieved by The Australian’s true crime investigation The Teacher’s Pet, which has surpassed four million downloads.”

Whooskaa is now looking for one brand to sponsor the Stuff You Know podcast and its uppcoming Australia and New Zealand tour.

The partnership has been announced as the network’s flagship podcast Stuff You Should Know passes 500 million downloads on Apple Podcasts.

Recent polling by Edison Researcha and Triton Digital found that almost a quarter of all Australians aged 12-54 listen to podcasts monthly.

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