Amazon Acquires Podcast Startup Wondery

[MacRumors]

Amazon has announced it is acquiring Wondery, the podcast startup that reportedly held talks with Apple last month as it shopped for a buyer.

In a press release, Amazon said that Wondery had signed an agreement to join Amazon Music, bringing popular podcasts like "Dirty John" and "Dr. Death" into the streaming service's existing podcast offering.

We're pleased to announce that Wondery has signed an agreement to join Amazon Music. Wondery is an innovative podcast publisher with a track record of creating and producing top-rated podcasts that entertain and educate listeners, including "Dirty John," "Dr. Death," "Business Wars," and "The Shrink Next Door." Wondery is already delighting listeners with its collection of immersive podcasts, and the company is evolving this entertainment medium into a truly new and exciting experience.

A Wondery purchase would have provided Apple with a library of original content along with a source for ideas that could be turned into TV shows in the future. Wondery is currently working on TV shows based on podcasts, including a WeWork series that will premiere on Apple TV+.

Wondery was said to be looking for $300 to $400 million, and it's possible that this price tag was too high for Apple. Regardless, Amazon's acquisition of the startup will make it another serious competitor in the podcasting space alongside the likes of Spotify.

Apple plans to better compete with Spotify when it comes to podcasts, and rumors have suggested that Apple is looking to buy original podcasts. Apple has been looking for podcasts that could be adapted into ‌Apple TV+‌ content, and it also plans to create podcasts that will augment its TV shows.

Apple has already purchased podcasting companies. In 2017, it bought Pop Up Archive to improve search, and in early 2020, it bought podcasting service Scout FM, which turns podcast shows into radio-style stations.

Amazon says that when the deal closes, nothing will change for Wondery podcast listeners, as the podcasts will continue to be available through a variety of providers, which puts the deal in contrast to other recent podcast acquisitions where the deal has been closed based on an agreement that the content becomes exclusive to the buyer.

Article Link: Amazon Acquires Podcast Startup Wondery

 

[Apple_Robert]

Wasn’t there an article posted not long ago about Apple looking to buy Wondery or am I mistaken?

As to Amazon, I don’t see this as adding significantly to their revenue.

 

[4jasontv]

Amazon doesn’t really know what to do with content. Despite having some great original and exclusive content it all feels managed by committee. I expect most of the potential within this to be wasted.

 

[goobot]

Wasn’t there an article posted not long ago about Apple looking to buy Wondery or am I mistaken?

As to Amazon, I don’t see this as adding significantly to their revenue.

Yea

Amazon has announced it is acquiring Wondery, the podcast startup that reportedly held talks with Apple last month as it shopped for a buyer.

 

[Apple_Robert]

Yea

Thanks. I missed that part, which I shouldn’t have. A little early in the morning for me.

 

[goobot]

Thanks. I missed that part, which I shouldn’t have. A little early in the morning for me.

No worries, atleast you remembered that article, I didn’t.

 

[stevet]

i don’t understand these acquisitions in the podcast industry. Whenever anyone talks about wonders they talk about dirty John and dr death podcasts. That’s it.
The dirty John podcast was good but the story is so known at this point it can’t be worth squat. The dr death podcast was meh, I don’t see what other value wondery provides.

 

[StevesSweater]

Seems like amazon throws everything at the wall and sees what sticks. I assume this will be integrated to prime, but i am not interested in another podcast platform quite frankly.

 

[addictive]

Amazon shouldn’t be allowed to buy any company now. They are such a behemoth and so dominant in so many sectors and has grown even more rapidly in this year because of the pandemic.

I know founders and early investors want to cash out with huge payments but what about building a company to lead and compete in an industry which really is still its infancy. Huge companies are acquiring podcast start-ups because they know the value is in the huge growth expected in the future.

 

[Mavman]

Seems like amazon throws everything at the wall and sees what sticks. I assume this will be integrated to prime, but i am not interested in another podcast platform quite frankly.

apple is getting there as well. Apple TV, Apple News etc. too many streaming services today and not enough content to keep up.

 

[ThemePro]

I have podcast fatigue 😜

 

[StevieD100]

Seems like amazon throws everything at the wall and sees what sticks. I assume this will be integrated to prime, but i am not interested in another podcast platform quite frankly.

also
Seems like Google throws everything at the wall and sees what sticks. They differ from Amazon in killing off loads of useful stuff... oh wait. Amazon do that as well.

 

[foobarbaz]

300 to 400 million is indeed simply too much. Their back catalog isn't worth that much, they don't own any technology and future productions depend on their employees, which they obviously don't own. All they have is the brand and existing audience, which isn't worth it to Apple.

Much easier and lucrative to offer huge salaries to some of their talent. (Also, then the money ends up with the people that deserve it the most, instead of mostly investors.)

edit: I actually like Wondery shows and think they're doing great work. I just find the being-aquired business modell ridiculous for a podcasting network.

 

[technofunky]

Damn! Why, would have been happier even if it was Spotify.

 

[ronntaylor]

Glad Apple did not buy them. The price tag is too high. Apple should create their own Podcast network (lord knows they have the resources and content creators would love to be backed by a $2 Trillion company). Although I hate the term/concept, Synergy is key. This could be a two-way street with Podcasts being created for their more popular shows/series, and popular Podcasts spawning shows/series for fans. Lovecraft Country's Podcasts got me deeply interested in the limited series. I watched episodes two or three additional times along with the podcasts. And even looked into the book that was the basis for the series. Apple has so much potential with his current stable of shows that have proven to be fan favorites. They should act fast though before Amazon and others (including Netflix?) suck up all the air in the space.

 

[phenste]

Subjective take, but hear me out. To me, podcasts were supposed to be the ONE truly decentralized part of the Internet where people could broadcast (dare I say…podcast?) to whomever they wished, while being smart about sponsorship deals + finding creative ways to make a living off of it. Corporations buying up platforms, and particularly Spotify buying up Joe Rogan, is a sign of the true demise of this industry built off the backs of people who put serious work into their programs.

I mean, s—, get those bills I guess @ JRE? It just feels so disheartening. Feels like if Amazon just started buying up public libraries. Yeah, I’ll make that comparison—and stick by it.

Edit: I talked to my brother about this comment😂 and perhaps I should have more faith in Apple, particularly, being a company that will keep the world of podcasts we are used to alive. They haven’t shown any interest in buying up podcasts, making them exclusive, etc.—the most they do is have radio shows, where DJs/artists alike spin their favorite music and have the occasional interview. That makes a lot more sense to me.

 

[insomniac86]

Subjective take, but hear me out. To me, podcasts were supposed to be the ONE truly decentralized part of the Internet where people could broadcast (dare I say…podcast?) to whomever they wished, while being smart about sponsorship deals + finding creative ways to make a living off of it. Corporations buying up platforms, and particularly Spotify buying up Joe Rogan, is a sign of the true demise of this industry built off the backs of people who put serious work into their programs.

I mean, s—, get those bills I guess @ JRE? It just feels so disheartening. Feels like if Amazon just started buying up public libraries. Yeah, I’ll make that comparison—and stick by it.

Edit: I talked to my brother about this comment😂 and perhaps I should have more faith in Apple, particularly, being a company that will keep the world of podcasts we are used to alive. They haven’t shown any interest in buying up podcasts, making them exclusive, etc.—the most they do is have radio shows, where DJs/artists alike spin their favorite music and have the occasional interview. That makes a lot more sense to me.

I was just going to write the same thing. Perhaps people here are too young to know what made podcast different and special.

The ENTIRE point of podcasts was a platform/infrastructure (E.g. Apple Podcasts via iTunes) for anyone to be able to grab a mic and start “broadcasting” about whatever and to whoever would click a link to listen.

The entire point was for it to be independent without needing a “publisher”.

Logically you can see why popular podcasts can evolve into “talk shows” and be bought up. But that’s no longer what a podcast is meant to serve.

In a world where free speech is being muted more and more even in “democratic countries”. I can see why all this podcast stuff is started to turn more commercial/publisher/juggernaut controlled.

 

[Maconplasma]

Amazon doesn’t really know what to do with content. Despite having some great original and exclusive content it all feels managed by committee. I expect most of the potential within this to be wasted.

I have to agree with this. If Amazon didn't have Prime with it's other benefits I doubt they would be able to compete with Apple Music and Spotify. When I hear people recommend a song they usually say it's on iTunes/Apple Music or Spotify. I never hear anyone say, "Oh check out this great song on Amazon Prime Music.
Even funnier, as a Prime member every month I get an email from Amazon reminding me that I haven't been using my Music subscription. LOL.

 

[incoherent_1]

Subjective take, but hear me out. To me, podcasts were supposed to be the ONE truly decentralized part of the Internet where people could broadcast (dare I say…podcast?) to whomever they wished, while being smart about sponsorship deals + finding creative ways to make a living off of it. Corporations buying up platforms, and particularly Spotify buying up Joe Rogan, is a sign of the true demise of this industry built off the backs of people who put serious work into their programs.

I mean, s—, get those bills I guess @ JRE? It just feels so disheartening. Feels like if Amazon just started buying up public libraries. Yeah, I’ll make that comparison—and stick by it.

Edit: I talked to my brother about this comment😂 and perhaps I should have more faith in Apple, particularly, being a company that will keep the world of podcasts we are used to alive. They haven’t shown any interest in buying up podcasts, making them exclusive, etc.—the most they do is have radio shows, where DJs/artists alike spin their favorite music and have the occasional interview. That makes a lot more sense to me.

Totally agree. Personally, I think we aren’t far from seeing a differentiation between true podcasts and those owned by mega companies. I’m glad Apple has kept the platform open and I hope they continue to do so.

 

[svanstrom]

Subjective take, but hear me out. To me, podcasts were supposed to be the ONE truly decentralized part of the Internet where people could broadcast (dare I say…podcast?) to whomever they wished, while being smart about sponsorship deals + finding creative ways to make a living off of it. Corporations buying up platforms, and particularly Spotify buying up Joe Rogan, is a sign of the true demise of this industry built off the backs of people who put serious work into their programs.

I mean, s—, get those bills I guess @ JRE? It just feels so disheartening. Feels like if Amazon just started buying up public libraries. Yeah, I’ll make that comparison—and stick by it.

Edit: I talked to my brother about this comment😂 and perhaps I should have more faith in Apple, particularly, being a company that will keep the world of podcasts we are used to alive. They haven’t shown any interest in buying up podcasts, making them exclusive, etc.—the most they do is have radio shows, where DJs/artists alike spin their favorite music and have the occasional interview. That makes a lot more sense to me.

The problem isn't so much that platforms are being bought, as platforms being needed.

The norm should be that you follow podcasts from the podcasters own websites. So these platforms bought right now shouldn't act more than search engines, or at most also caches.

 

[DonutHands]

Subjective take, but hear me out. To me, podcasts were supposed to be the ONE truly decentralized part of the Internet where people could broadcast (dare I say…podcast?) to whomever they wished, while being smart about sponsorship deals + finding creative ways to make a living off of it. Corporations buying up platforms, and particularly Spotify buying up Joe Rogan, is a sign of the true demise of this industry built off the backs of people who put serious work into their programs.

I mean, s—, get those bills I guess @ JRE? It just feels so disheartening. Feels like if Amazon just started buying up public libraries. Yeah, I’ll make that comparison—and stick by it.

Edit: I talked to my brother about this comment😂 and perhaps I should have more faith in Apple, particularly, being a company that will keep the world of podcasts we are used to alive. They haven’t shown any interest in buying up podcasts, making them exclusive, etc.—the most they do is have radio shows, where DJs/artists alike spin their favorite music and have the occasional interview. That makes a lot more sense to me.

This is a bit different though. This is Amazon buying purchasing a 'podcast' production company. Wondery is not some individual sitting at their coffee table making content. Sound like you should also be upset with the Wondery company existing.