Stitcher is continuing to work its wares outside of the U.S. The company this week announced two international partnerships with Canada’s The Podcast Exchange, and Australian on-demand audio company Whooshkaa. The alliances will “allow global brands and advertisers to create first-time connections with key audiences, by utilizing Stitcher’s 250+ podcast catalog and established audience demographics,” the company said.
In a release, Stitcher explained that more than a third of Canadians and an estimated 3.5 million Australians regularly listen to podcasts. The company already has 15 million listeners in Canada and Australia, including its popular “Oprah’s SuperSoul Conversations” and “Freakanomics Radio.”
“Stitcher is thrilled to bring our decade of expertise in the podcasting space to Australia, a market with an active and growing podcast fanbase,” said Sarah van Mosel, Chief Revenue Officer at Stitcher, in a release. “Whooshkaa is an excellent partner with unparalleled insights into the Australian marketplace and will help to connect new brands and audiences with our roster of some of the biggest names in podcasting.”
Added Whooshkaa CEO Rob Loewenthal, advertisers are increasingly connecting with rising numbers of loyal, media-savvy listeners: “Messages spoken and endorsed by a popular host have unbeatable cut-through. Audiences are all ears for hosts such as Oprah Winfrey, Stephen J. Dubner, Bill Simmons and Karen Kilgariff and Georgia Hardstark. The take-up of podcasting is growing exponentially, and that’s good news for Whooshkaa’s podcasters and advertisers.”
Whooshkaa is a leader in digital audio technology and original, branded content, hosting independent podcasters to large networks. Its technology for podcasters and radio networks includes content creation, delivery, dynamic ad insertion and smart audio technology. The Aussie company also has inked a deal with U.S. podcasting giants Wondery and WNYC Studios last year. The latter includes the likes of “Radiolab,” “2 Dope Queens,” “Freakonomics” and “Here’s The Thing with Alec Baldwin” available to Australian advertisers.
Meawnhile, this marks the latest global expansion for Stitcher. Earlier in 2019, it launched Podfront UK, a joint venture with Wondery, as Podcast News Daily reported. The joint venture not only created another way for the two companies to expose their catalog of more than 300 shows to UK audiences but also helps scale the podcasts that are being produced there for an international audience.