STOCKHOLM/NEW YORK (Reuters) – Sweden-based Spotify Technology SA <SPOT.N> has agreed to buy podcast advertising and publishing platform Megaphone, it said on Tuesday, the latest in a series of a deals to boost its podcast platform.
The deal is worth $235 million, a Spotify spokesman said.
Spotify, which earns revenue from paid subscriptions and by disseminating ads to non-paying users, saw its advertising business return to growth in the third quarter after it was hit by the pandemic earlier this year.
Executives have said ad growth will accelerate in the current quarter.
Since last year, Spotify has spent hundreds of millions of dollars to buy companies like Gimlet Media, a podcast producer, and Ringer, the sports and entertainment podcast network founded by sports writer Bill Simmons.
The company said the new technology will help podcast publishers earn more from their work.
“We are still in the early chapters of the streaming audio industry story, but it is absolutely clear that the potential is significant,” Spotify’s Chief Content & Advertising Business Officer Dawn Ostroff said.
(Reporting by Supantha Mukherjee in Stockholm and Ken Li in New York; Editing by Jan Harvey)