Apple and Sony are two of at least four companies that have discussed a deal with Wondery, according to one of the people. Though Spotify Technology SA has been the most aggressive buyer of podcasting companies over the last two years, the Swedish audio giant has pulled out of the running, said two people with knowledge of the talks. A deal is expected in coming months, but there’s no guarantee that the discussions won’t fall apart.
Wondery is seeking a price tag of around $300 to $400 million, a price that Apple and Sony could both easily afford. Wondery is a podcast studio company that has a monthly audience of around 8 million users and a purchase for Apple could elevate recent moves into the podcasting space.
For Apple, adding Wondery would mark the tech giant’s most prominent investment in podcasting in several years. It also would immediately give the company a strong library of original content. Apple has been pushing deeper into original series in recent years with its TV+ video service and is also creating podcasts to augment the video efforts, Bloomberg News has reported.
Earlier this year Bloomberg reported that Apple could possibly tie in podcasts with its Apple TV+ service, and earlier this year Apple purchased podcast app Scout FM. All of this comes as Spotify is racking up big-name podcasters such as Former First Lady Michele Obama, while Apple Podcasts remains significantly lagging behind.