Libsyn Enters Europe as Its Podcasters Earn Over $50m in Ads

Audio hosting network Liberation Syndication Inc (Libsyn) has begun its international expansion with the acquisition of German independent podcast advertising platform Julep Media, while also claiming to have surpassed generating $50 million in advertising sales for its podcasters. The ‘podcasting as a service’ platform which hosts, distributes and monetizes audio content, reported that in 2021 it delivered over 6 billion downloads—and hosted over 5.8 million podcast episode files from more than 75,000 podcasts around the world. Through its advertising marketplace AdvertiseCast, which it acquired in March 2021, the company has claimed to have broken the $50 million dollar milestone, while also adding a new product named Auto Ads which launched in beta in May. Among other services, the new programmatic tool allows its host podcasters the ability to commercialize their back catalogue of content—offering an alternative advertising offer than host-read messaging. Dave Hanley, the company's chief revenue officer, said in a statement that Libsyn would “continue to invest in ad-tech innovation to help podcasters generate additional revenues." The acquisition of Julep will also help open up AdvertiseCast to new international markets, combining brands and podcast content creators within the growing marketplace. The German company claims to host over 500 podcasts with over 50,000 episodes that reach over 45 million downloads each month. It also says it works with more than 300 brands and agencies—citing businesses such as Clark, Sky, Deutsch Telekom, Athletic Greens, Facebook and Ikea among them. Brad Tirpak, chief executive of Libsyn, described Germany as “one of the largest podcast markets in Europe,” and said the acquisition enabled the business to “become a leading force” in the region's audio advertising marketing. “The podcast advertising market is still in early stages in Europe—and Julep’s focus on innovative technology and automation will continue to drive Julep’s strong growth and expand Libsyn’s podcast monetization and hosting offerings,” he added. Julep’s CEO Steffen Hopf will continue in his current position and assume new responsibilities for Libsyn’s international efforts throughout Europe. Meanwhile, the rest of its management team will also remain in place for at least the next three years. See All the 2022 Adweek Podcast of the Year Awards Winners Hopf added that the combination would “dramatically accelerate” the growth and product offer of Julep, while internationalizing the business. “From the very beginning, we have always had our sights on internationalization as a pillar of our further development. With its expertise in the U.S. podcast market, which is several years ahead of the European market, Julep’s combination with Libsyn comes at exactly the right time,” Hopf continued. The acquisition will be completed should it meet regulatory approval and “customary closing conditions.” Earlier this year, Libsyn also agreed the acquisition of another advertising provider, Podcast Ad Reps LLC, bringing 120 exclusive shows into its marketplace—including Inside Marvel, Almost 30, The Official Yellowstone Podcast and Gilbert Gottfried's Amazing Colossal.

Media News

Libsyn Enters Europe as Its Podcasters Earn Over $50 Million in Ad Revenue

The company has also acquired German audio advertising company Julep Media

Stephen Lepitak

About

Subscriptions

Events

Publications

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

Stephen Lepitak