Spotify integrates ‘broadcast-to-podcast’ tech into Megaphone

In brief

Spotify will offer Megaphone publishers broadcast-to-podcast technology, allowing them to turn existing audio content into on-demand podcasts.

This comes from podcast technology platform Whooshka which Spotify acquired in 2021, and offers publishers a way to redistribute their content to new audiences and remonetise it.

The technology automatically identifies ad marker locations, which users can replace or remove, or dynamically reinsert new ads or replace old ad locations with other content.

Spotify said this launch will enable broadcast publishers to reach previously hard-to-reach audiences like Gen Z who prefer to get news through digital channels like podcasts.

Podcast: what next for Spotify?