Spotify seems to be clear that much of the future of audio is in podcasts.
The company advertisement recently the purchase of Podsights and Chartable, two of the most relevant companies in the world in podcasting advertising and marketing. At the moment neither company has disclosed the price for which the deal was closed, but it is the first major acquisition the company has made this year.
Podsights and Chartable are platforms that allow podcasters include tags in your programs. These allow content creators to know how many people listened to them, if they heard an ad within their podcast, and if they took any action afterwards.
From Spotify they assure that their intention is to use Podsights technology outside of podcasting and bring it to the full scope of the Spotify platform, including audio ads within music, video ads and image ads.
Spotify has made several major podcasting-related acquisitions in recent years. Between 2020 and 2021 the company has acquired Whooshkaa, Podz, find away Y lockerroom, Besides the Megaphone’s leading podcast ad platform.
The company mentioned a few days ago during the publication of its results for the fourth quarter of 2021 that it obtained 24 percent more revenue than in the same period of 2020.
The company assures that it expects to reach 418 million users in the first quarter of 2022 thanks to its commitment to podcasts. During the fourth quarter of 2021, consumption per user in this segment increased by 20 percent compared to the same period of the previous year.