Global, the media & entertainment group, announced it acquired podcast hosting, analytics and monetization platform, Captivate.
Captivate is a podcast hosting company based in Sheffield which hosts over 14,000 podcasts and has developed a range of innovative features to help podcasters with distribution, first-party attribution and podcast promotion, helping independent podcast creators to harness, grow and monetize their audio influence.
The Captivate platform, founded by Mark Asquith and Kieran McKeefery, who will be staying with the business, will be integrated into Global’s audio entertainment offering, Global Player, and podcast creators will be able to scale up monetizations opportunities with Global’s proprietary digital ad platform DAX (Digital Ad Exchange), the market leader in digital audio advertising and a pioneering platform in programmatic outdoor advertising.
Captivate co-founder, Mark Asquith, said: “Our vision for Captivate has always been clear: to proactively help independent podcast creators build up their audio brand and to deliver a diverse range of monetization options for them. Joining Global allows us to fulfill that vision by bringing DAX and Global Player to Captivate podcasters, while also providing more opportunities for the platform to positively contribute to the future of the industry.”
Stephen Miron, Group CEO at Global, said: “We’re delighted to be acquiring Captivate, a best in class self-serve platform for podcast creators, with access to market leading analytics and monetization. This acquisition will enable us to support all talent in the podcast community from the very largest to emerging new talent. We believe that this platform, combined with the massive scale and reach of Global Player and DAX will give all our podcast partners an unrivaled advantage.”
Global Player has experienced massive growth thanks to the rising popularity of smart speakers and increased digital listening. As well as streaming live radio, Global Player users can skip songs and go to playlists, watch video from guest interviews, listen to a wide range of podcasts including Global Originals like My Therapist Ghosted Me and Hunting Ghislane, and watch live streams of Global’s events, such as Capital’s Jingle Bell Ball with Barclaycard.
The acquisition of Captivate follows Global’s recent acquisition of innovative US- based next-generation digital audio content and technology start-up, Remixd. Now integrated into Global Player and DAX, Remixd technology means digital publishers can convert online written articles into audio content with targeted adverts inserted, as Global continues its focus on scaling digital audio.