Spotify continues to expand in the world of “podcast”

Swedish network Spotify, a world leader in music streaming services, announced that it will continue its investments in podcasting by announcing the acquisition of the US service Megaphone. And the agency “Bloomberg” reported that “Megaphone” and its 75 employees will join “Spotify”, after a deal worth about 235 million dollars. And consequently, the value of Spotify’s investments in podcasting two years ago amounted to more than $ 800 million, according to “Agence France Presse” accounts.

This strategy aims to diversify Spotify’s content beyond the musical aspect, in order to benefit from the growing ads in the podcast market. These free, downloadable audio programs have become a major competitor to traditional streaming programs.
Megaphone, which was established in 2015 by Slate Media Group under the name Banoply, no longer produces private podcasts, but instead provides a paid publishing platform that connects content producers and advertisers.
Note that Spotify will use in accordance with this agreement, its technology for integrated ads in real time, “Streaming AdInsearch” on the platform “Megaphone”. With this technology, “podcast producers will be able to reach audiences that are of greater value to advertisers,” according to a statement from the Swedish group.