Lower Street, the UK-based full-service podcast production agency, has announced the acquisition of Canadian podcast producer Pacific Content, a company known for creating branded podcasts for renowned clients like Ford, Amazon, and Meta. The terms of the acquisition remain undisclosed.
Founded in 2017 by Harry Morton, Lower Street has rapidly gained recognition in the podcast industry, producing shows for high-profile brands like PepsiCo, Hewlett Packard Enterprise, and Booking.com. With this acquisition, Lower Street is poised to become the world’s leading branded podcast agency, capitalizing on the growing demand for branded content in the audio space. According to a 2023 Sounds Profitable study, more than 40% of Americans aged 18 and older expressed interest in listening to podcasts from their favorite brands. As the podcast advertising market is projected to surpass $4 billion by the end of 2024, this acquisition positions Lower Street to capture a significant portion of this expanding industry.
Reflecting on the acquisition, Lower Street’s founder Harry Morton said: “When I started Lower Street, Pacific Content was a company I greatly admired. Their innovative, high-quality podcasts set the standard in branded content. To now acquire such a legendary brand is a testament to the incredible work our team has put in. This move will undoubtedly accelerate our growth and enable us to push the boundaries of what branded podcasts can achieve.”
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Steve Pratt, Founder of Pacific Content, expressed his excitement about the new chapter for his company, saying: “Harry is one of the most thoughtful leaders in the podcast industry. His dedication to building a strong team and sharing his insights with the marketing and podcasting communities has always impressed me. I am confident that Lower Street will continue to elevate the legacy of Pacific Content, and I look forward to seeing where they take it next.”
Lower Street is committed to producing top-tier podcasts that help brands create meaningful, long-term connections with their audiences. Their mission is to transform content marketing into a medium where binge-worthy, episodic shows drive engagement and foster brand loyalty.
SOURCE: MarketingDive