Acast Expands Creative Studios Into Germany With Wake Word Acquisition
Acast is positioning itself firmly at the center of that transformation. In a major strategic move, the Sweden-based podcast company has announced the acquisition of Wake Word Studios, significantly expanding its Acast Creative Studios footprint into Germany.
The deal strengthens Acast’s presence in one of Europe’s most mature and fast-growing podcast markets, reinforcing its ambition to dominate not just distribution and monetization, but also premium creative production and omnichannel brand storytelling.
While North America has emerged as Acast’s fastest-growing region this year, Europe remains a cornerstone of the company’s long-term strategy. Germany, in particular, stands out as a high-value, high-potential podcast market, with advertising revenue projected to surpass $90 million in 2025, according to industry group OVK.
By acquiring Wake Word Studios, Acast is not merely expanding geographically — it is deepening its creative capabilities, gaining local expertise, and accelerating advertiser access to premium German-language audiences.
Wake Word Studios: A Key Player in Germany’s Podcast Ecosystem
Founded in Germany, Wake Word Studios operates out of Munich and Berlin, two of the country’s most influential media hubs. The studio has built a strong reputation for:
Producing chart-topping German-language podcasts
Developing creative audio and video formats
Working closely with brands on custom storytelling projects
Innovating in media planning and podcast discovery
Under the acquisition, Wake Word Studios will be fully integrated into Acast, rebranded as Acast Creative Studios Germany, and folded into the company’s global creative network.
What Is Acast Creative Studios — and Why Germany Is the Next Frontier
Acast Creative Studios is Acast’s in-house creative arm, designed to help brands connect with audiences through high-quality, creator-led storytelling across multiple platforms.
Launched in the United States at the start of 2025 following the acquisition of Wonder Media Network, the division already operates across:
United States
United Kingdom
Australia
Sweden
France
And several other international markets
Germany now becomes the latest and one of the most strategically important additions to this global creative ecosystem.
Acast’s Vision: Omnichannel Storytelling at Scale
With Wake Word Studios joining the fold, Acast Creative Studios Germany will focus on delivering fully integrated omnichannel campaigns, including:
Audio advertising and branded podcasts
Video podcast production
Social media amplification
Live events and experiential marketing
Custom branded content
Original podcast development
This approach reflects a broader industry shift: brands are no longer looking for isolated podcast ads, but for cohesive, multi-platform narratives that travel with audiences across devices and formats.
Leadership Speaks: Why This Is a “Game-Changer”
Acast CEO Greg Glenday described the acquisition as a decisive moment for the company’s European ambitions.
“The acquisition of Wake Word Studios is a decisive move that solidifies Acast’s leadership position in the vital German podcast market,” Glenday said. “Germany is a mature, high-potential region, and integrating Wake Word’s stellar production reputation is a game-changer for our advertisers.”
He emphasized that the deal combines local creative excellence with Acast’s global sales strength and technology, creating new opportunities for both creators and brands.
The Role of Podius: A Strategic Bonus
The acquisition also includes Podius, Wake Word’s respected podcast media planning and discovery platform.
Key Highlights of Podius
Will continue operating as a fully independent tool
Designed specifically for German advertisers and agencies
Enables:
Podcast discoverability
Campaign comparability
Strategic planning and benchmarking
By keeping Podius independent, Acast signals its commitment to market transparency and advertiser trust, while still benefiting from its insights and expertise.
What Happens to Wake Word’s Podcast Portfolio?
As part of the deal:
50 existing Wake Word podcast titles will join the Acast network
These shows collectively generate over two million monthly listens
Acast will establish new audio and visual podcast studios in Munich
The studios will serve as:
Production centers for premium content
A hub for German podcasters
A base for branded productions and live recordings
This infrastructure investment underscores Acast’s belief in Germany as a long-term growth engine, not just a regional outpost.
Leadership Structure After the Acquisition
The integration also brings continuity in leadership:
Ruben Schulze-Fröhlich, founder of Wake Word Studios:
Becomes Head of Acast Creative Studios Germany
Reports to Nina Wüst, Acast’s Country Manager
Remains part of the Podius management team
Max Franke continues as Managing Director of Podius
This structure ensures both creative stability and operational alignment within Acast’s broader European strategy.
Founder Perspective: A “Natural Fit”
Schulze-Fröhlich welcomed the acquisition as a defining moment for Wake Word.
“Joining Acast marks a brilliant new chapter for us — a natural fit that unites our team’s creative DNA with global expertise, technology, and scale in the premium audio sector,” he said.
He added that the partnership positions the team to:
Elevate the quality of original German content
Help brands connect with audiences through innovative, multi-platform storytelling
Compete at a global standard while staying locally authentic
Germany’s Podcast Market: Why Everyone Is Watching
Germany’s podcast ecosystem has reached a tipping point:
Audience growth is stabilizing at scale
Advertisers are shifting budgets from traditional radio to podcasts
Brands demand better measurement, planning, and creative integration
Local-language content is driving deeper engagement than global imports
With advertising revenue forecast to exceed $90 million in 2025, Germany represents one of the most attractive podcast markets in Europe — and Acast is clearly betting big.
Acast’s Broader Strategy: Beyond Hosting and Ads
This acquisition highlights a crucial evolution in Acast’s business model:
From Platform to Partner
Acast is no longer just a hosting and monetization platform. It is becoming:
A creative partner for brands
A production powerhouse for creators
A technology leader for advertisers
A global connector of local podcast ecosystems
By controlling more of the value chain — from creation to monetization to planning — Acast strengthens its competitive moat in an increasingly crowded market.
What This Means for Creators and Advertisers
For Creators
Greater access to premium production facilities
Improved monetization opportunities
Global distribution with local relevance
Support for scaling German-language content internationally
For Advertisers
Easier access to engaged local audiences
Sophisticated campaign planning via Podius
Creative storytelling across audio, video, and social
Measurable, brand-safe podcast environments
Financial Details and Deal Structure
While financial terms were not disclosed, Acast confirmed:
The acquisition was completed via a share purchase agreement
Wake Word Studios becomes a wholly-owned subsidiary of Acast
Integration will occur gradually to preserve creative identity and operational continuity
The Bigger Picture: Podcasting’s Next Chapter
The Acast–Wake Word deal reflects a wider industry trend:
Podcasting is moving from experimentation to professionalization
Creative studios are becoming central to growth
Local markets are gaining global significance
Audio is evolving into a multi-format storytelling medium
As competition intensifies, companies that combine local authenticity with global scale are likely to emerge as long-term winners.
Conclusion: Acast Doubles Down on Germany
With this acquisition, Acast sends a clear message: Germany is not just a market — it’s a strategic pillar. By blending Wake Word’s creative expertise, Podius’s planning intelligence, and Acast’s global infrastructure, the company is positioning itself to shape the future of podcasting in Europe and beyond.
