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Amazon is acquiring a podcast hosting and monetization platform

Amazon Music is getting extra critical about its podcast endeavors. As we speak, the corporate announced that it’s acquiring Art19, a main podcast hosting and monetization platform for an undisclosed sum. This implies Amazon will now have a hand in hosting podcasters’ reveals in addition to promoting adverts in opposition to them as a result of Art19 operates an advert market that targets and inserts adverts into programming. An Amazon Music spokesperson says nothing will instantly change on the Art19 platform.

This is a main step for Amazon because it appears to be like to tackle a larger position within the podcasting world. Amazon Music solely began providing podcasts in September last year, as did Audible in October. However within the time since, Amazon Music has acquired Wondery, one of many final main impartial podcast networks. As we speak’s acquisition provides it a fuller position within the trade. Not solely will it make content material via Wondery and distribute reveals via its app, however now, Amazon can host these podcasts, in addition to third events’, and promote adverts in opposition to them. This offers Amazon much more information about what’s taking place each inside and exterior its app. (Amazon Music already sells audio ads, so Art19’s enterprise may complement that work.)

We’ve seen this identical state of affairs already play out with Spotify. The corporate began out making content-based acquisitions, like that of Gimlet Media and Parcast, however then acquired Megaphone, an Art19 competitor. In that case, Spotify has targeted on bringing a proprietary ad-serving know-how to the platform, known as Streaming Ad Insertion, to be able to encourage podcasters to maneuver over to the hosting service and reap the benefits of its advert market. Different firms within the area have additionally taken a comparable place. iHeartMedia acquired Triton Digital, and SXM Media acquired Midroll, an ad-serving market and platform, in July. As we said in February, the podcasting enterprise isn’t solely concerning the flashy unique content material offers, however who can promote and monetize reveals.

Replace June twenty fourth, 9:11PM ET: Up to date to replicate a spokesperson’s response to a request for remark.

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