Spotify features agreed to purchase podcasting business megaphone for around $235m, the music streaming groups newest move in its quest in order to become the leader of things audio.

The offer is regarded as spotifys biggest in a podcast purchase spree that organization professionals have actually likened to netflixs drive into original programming.the swedish teams leap into podcasts features sparked a hands battle with raised valuations across the nascent business.

Spotify has actually spent billions on podcasting purchases in the last few years, gobbling up start-ups gimlet media, anchor, the ringer and parcast and striking content handles movie stars eg joe rogan and michelle obama.

Megaphone specialises in marketing technology for podcasting. it had been created in 2016 by panoply, the podcast network had by electronic media group slate, to determine where and when everyone was enjoying podcasts and better target ads.

Spotify hopes to construct on megaphones technology to increase income across the podcasting business, with remained fairly meagre despite its soaring popularity as a medium. in the usa, podcast marketing revenue is anticipated to develop 45 % to $1bn the following year, in accordance with emarketer, a fraction of the $70bn annually created from advertising on television.

The megaphone purchase may help spotifys goal to speed up smarter podcast monetisation, stated dawn ostroff, spotifys chief content officer.

People have actually welcomed spotifys drive in to the industry, lifting its share price above 80 percent this present year.

Podcasts provide team a method to distinguish itself from competitors apple and amazon in songs streaming, and possess unique content.

Spotifys track catalogue is basically had by music rights holders, which just take about 70 cents each and every dollar spotify makes. daniel ek, chief executive, has forecast that eventually more than a fifth of listening on spotify will come from non-music content such as for example podcasts.

Spotifys rivals are making moves in to the booming podcasting market. amazon in september added podcasts to its music solutions, advertising well-known programs such as for example planet cash and radiolab.

Apple, which continues to be the biggest provider of podcasts in the usa through its podcasts software, recently purchased scout fm, a podcast curation app. siriusxm decided to purchase podcast platform stitcher in 2010.

The deals appear set to continue. wondery, a podcast team behind well-known programs eg dirty john, is fielding takeover offers, according to men and women knowledgeable about the matter. financial advisers anticipate the team could attract a price tag of at least $200m over dual its valuation when it fundraised just last year.