Apply buys podcast search startup Pop Up Archive

Apple’s played a central role in podcast since its earliest days — heck, even the term was borrowed from its big hardware product at the time. But the company’s marketshare appears to have eroded somewhat as players like Google and Spotify have entered the market, reportedly down from 70-percent of podcast downloads in 2015 to 55-percent in 2017.

That’s still not a bad place to be, but the more podcasts become legitimized through big name shows like Serial, the more the company will have to bat back the competition. In light of all this, Apple may well be planting its flag in the sand. This morning, the Hot Pod newsletter reported that the company had picked up a small Bay Area-based startup called Pop Up Archive in what appears to the be an effort to build up its in-house podcasting tools.

You’ve likely not heard of the company, unless this is a world you follow closely. Pop Up Archive was founded back in 2012 and has remained pretty small since then. The company was demonstrating a tool that tags audio usually transcribed textual data. A user uploads a podcast and it offers tags.