Amazon’s Puzzling Podcasting Bet: The Information’s Tech Briefing

Amazon confirmed Wednesday it had agreed to buy podcast creator Wondery, known for podcast series such as “Business Wars.” There is nothing particularly remarkable about this deal, which underlies the question it raises—why is Amazon buying this firm?

Amazon’s explanation is that it will help expand its Music offering beyond music. But no one will need Amazon Music to listen to podcasts like “Business Wars.” Amazon said Wondery’s podcasts would continue to be available on a wide range of outlets. That’s not unusual. Spotify, for instance, has acquired several podcasting firms in the past couple of years, but the vast majority of podcasts are available on Apple and other outlets in addition to Spotify itself. (Notable exceptions include Joe Rogan’s podcast, as a result of a deal he did with Spotify earlier this year.)