Apple has been in talks with podcast network Wondery about a potential acquisition, Bloomberg reported. Wondery’s hit podcasts include Dirty John and Dr. Death. Wondery is looking for a price of $300m-$400m and is in talks with Sony Music Entertainment and others, although Spotify is said to be “not in the talks.” At that price, it would be one of the biggest deals in the podcast market, according to Bloomberg.
The deal is expected to be final in the coming months, but it’s unclear whether Apple will make a takeover because it’s still under discussion. Wondery’s monthly audience of more than 8 million will be an important achievement for Apple as it aims to increase the intensity of podcasting.
The acquisition of Wondery will provide Apple with a library of original content, as well as an creative source that could eventually be turned into a TV show. Wondery is already working on podcast-based TV shows, including the WeWork series, which will premiere on Apple TV Plus.
This year it was rumoured that Apple was looking to buy exclusive original podcasts to better compete with Spotify’s podcast products. Apple has been specifically looking for podcasts that could eventually be adapted into future TV plus content, and plans to produce podcasts to enhance the effectiveness of its TV shows.
Apple’s rival Spotify has been following podcasts and has acquired Gimlet Media, which is known for podcasts such as Reply All and Homecoming. Apple has long been a leader in podcasting, thanks to the Podcasts app, which it has been improving in recent years, but Spotify has been making progress in podcasting.
Apple has acquired several podcast companies. In 2017, it acquired Pop Up Archive to improve search;