Amazon is the latest player to up their investment in podcasting content, with reports suggesting that the ecommerce giant is set to acquire podcast startup Wondery.
The company, which has produced concepts that have been adapted into shows for Apple TV+, is reportedly on the market for around $300 million, according to The Wall Street Journal.
There’s nothing set in stone just yet, however, and the deal could fail to materialize.
What’s interesting to note is that Wondery is the last major independent podcast player on the market, following acquisitions of other podcasting startups by companies like Spotify.
Wondery has been described as the “final opportunity” for a technology giant to buy its way into the growing podcasting sector, and Amazon wasn’t the only interested party.
Apple had apparently considered acquiring the company for between $300 and $400 million earlier in the year and was battling Sony and two other technology companies. There’s a possibility Apple is still in the running for an acquisition, though it’s likely Amazon will come out on top.
Since Amazon has now entered “exclusive talks” with the company, it appears that other deals, from the likes of Apple, Sony, and other players, have been rejected or fallen through.
Right now, Wondery reaches more than eight million unique listeners per month and is expected to generate around $40 million in advertising and licensing revenue in 2020.
Apple previously worked with Wondery to turn popular podcasts into television shows, including The Shrink Next Door and WeCrashed: The Rise and Fall of WeWork, though the chances are that future television tie-ups will now be made exclusive to the likes of Amazon.
Do you think Apple should or will acquire Wondery? What do you think the company will do next in its mission to boost its podcasting? Let us know and check back soon for more news.