C_NCENTRATE #574:
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AMAZON IS NOW IN THE PODCASTING GAME
First Wondary and now Art19, Amazon Music is taking its podcasting efforts more seriously. The company is announcing that it will pay an unknown price for Art19, a prominent podcast hosting and monetization platform. Because Art19 maintains an ad marketplace that targets and inserts advertising into content, Amazon will now have a hand in both hosting podcasters' shows and selling ads against them. Nothing will change about Art19 immediately per Amazon spokespeople
Spotify has concentrated on adding a proprietary ad-serving technology called Streaming Ad Insertion to the platform in order to entice podcasters to join the platform and make use of its ad marketplace. Buying Art19 is a significant move for Amazon as the company seeks to expand its presence in the podcasting industry. Amazon Music and Audible both began delivering podcasts in September of last year. Amazon Music, on the other hand, has recently bought Wondery, one of the last big independent podcast networks. With today's acquisition, it will be able to play a bigger role in the industry.
A busy first half of the year for audio; iHeartMedia recently bought Triton Digital, and SXM bought Midroll, an ad-serving marketplace and platform, but the podcasting business isn't only about showy exclusive content deals; it's also about who can sell and monetize episodes. Something that Twitter also announced this week with updates to Twitter Spaces.
SO WHAT?
__ DO __ Expect cries of antitrust. Few are unable to see the advantage this purchase gives Amazon. // __ DON'T __ Think it’s a done deal, the FTC is pushing through bills and getting serious about big tech. How serious remains to be seen but a new Head isn’t a fan of Amazon and this could be an easy shot across the bow.
THIS ISSUE OF C_NCENTRATE IS FREE THANKS TO WAYDEV
Waydev helps software engineering leaders gain complete visibility of their teams with a data-driven story of key business initiatives.
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