Twitter acquires podcast app Breaker

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 05, 2021, 10:47 AM GMT+0

With this acquisition, the social media giant is looking is expanding its focus on audio.

The American microblogging and social networking platform Twitter acquired podcast listening app Breaker as a foundation step towards entering the audio market. The acquisition comes after a month the social platform launched the first wave of testing for its Clubhouse-style audio “Spaces” feature.

Twitter will use the podcast app to build Spaces and enhance users’ experience on the platform. This acquisition deal can help Twitter amplify audience engagement as Breaker allows for comments and likes on episodes and showcases its offerings on a feed.

The California-based social platform has not disclosed the deal amount or how they will integrate Breaker. But, Breaker’s Co-founder Leah Culver said the podcast app will now start working on Twitter Spaces. 

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