Hoopla (digital media service)

North American provider of digital media for public libraries

Hoopla Digital

Industry| eBooks, Library Services, School Services, Digital Content Management
Genre| Software, media playback
Founded| 2013; 12 years ago (2013)
Headquarters|

Holland, OH

United States

Area served

| USA, Canada, Australia, and New Zealand
Products| Hoopla Digital
Parent| Midwest Tape (2013–present)
Website| www.hoopladigital.com

Hoopla Digital is a web and mobile streaming platform launched in 2013 that provides access to a wide range of digital media, including audiobooks, eBooks, comics, manga, music, movies, and TV shows. The service is available to users through participating public libraries, allowing library cardholders to borrow and stream digital media.

Hoopla is a division of Midwest Tape.[1][2]

## History

[edit]

Hoopla was launched in 2013.[1] Its goal was for libraries to provide patrons with access to digital content such as audiobooks, music, movies, and TV shows, without the need for holds or waiting lists. Hoopla's model is a pay-per-use system, which means patrons can borrow items instantly. Since its inception, the service has expanded its offerings to include eBooks and comics. The app was built exclusively for public libraries and their patrons.[2] Hoopla Digital is the only platform that combines all formats and all license models into one convenient app with no platform fees.

In 2017, Hoopla became available on Apple TV, Amazon FireTV, Android TV, and Roku, allowing users to stream content on larger screens. In 2020, Hoopla Flex and Bonus Borrows programs are introduced, enabling libraries to move their one copy/one user titles. At that time, there were 6.5 million library card holders and 2,700+ library partners. In 2021, the BingePass was introduced, offering patrons seven days to access entire collections with just one borrow. In 2022, Apple CarPlay and Android Auto become available, giving users safe and easy access while driving. In 2023, manga joins Hoopla's comic collection, adding 1.5 million titles to Hoopla's offerings.[1] In January 2025, Hoopla introduced a new streaming feature called SeasonPass. Building on the existing BingePass model, SeasonPass allows users to borrow an entire season of a television series with a single borrow.[3]

## Business model

[edit]

Hoopla is free-of-charge for patrons of participating libraries. The content is paid for by library systems, using a "per circulation transaction model".[4][5]

## Content

[edit]

Hoopla claims to have over 500,000 content titles across six formats,[4][6] including over 25,000 comic books.[7] As of November 2016,[needs update] Hoopla's content comprised 35% audiobooks (for which Hoopla has contracts with publishers such as Blackstone Audio,[8] HarperCollins,[9] Simon & Schuster Audio,[10] Tantor Audio,[11] and others), followed by 22% movies (for which Hoopla has motion picture contracts with publishers such as Disney,[12] Lionsgate,[13] Starz,[14] Warner Bros.,[15] and others), 19% music, 12% ebooks, 6% comics, and 6% television.[6] One drawback is that Hoopla has few new bestsellers.[7]

In February 2025, 404 Media reported that Hoopla's collection includes books created by generative AI with fictional authors and dubious quality. Often not labeled as AI-produced or fact-checked, this AI slop can cost libraries money when checked out by unsuspecting patrons.[16]

Libraries like Sacramento Public library have questioned the sustainability of Hoopla's pay-per-use model and have considered transitioning to other digital platforms.[17]

### Areas served

[edit]

Hoopla expanded to serve Australia[18] and New Zealand[19] in June 2021.

## Technology

[edit]

Hoopla content can be borrowed and consumed on the web, or via the native Android or iOS apps.[20] Hoopla broadcasts only in Standard definition unlike most of its competitors such as Kanopy.[citation needed]

## Parent company

[edit]

John Eldred and Jeff Jankowski founded Hoopla's parent company, Midwest Tape, in 1989. Midwest Tape is a library vendor of physical media such as audiobooks, CDs, and DVD/Blu-ray.[21]

## Controversy

[edit]

Hoopla and Midwest Tapes were censured by the Library Freedom Project and Library Futures in a joint statement for hosting what it described as "fascist propaganda", including a recent English translation of A New Nobility of Blood and Soil by Richard Walther Darré of the SS and books related to Holocaust denial, in public library collections without the input from the staff. Criticism was also directed at the inclusion of books on homosexuality, abortion, and vaccines claimed by the Library Freedom Project and Library Futures to be misinformation. On February 17, 2022, Hoopla removed a number of titles after public outcry about Holocaust denial books available on the app under non-fiction.[22][23][24][25] The advocacy groups expressed appreciation for the response, however state that it is "insufficient," as they maintain concerns about the company's practices in selecting materials and lack of transparency.[16]

## See also

[edit]

* CloudLibrary
* Libby
* Libro.fm – audiobook app

## References

[edit]

1. ^ a b c "About". hoopla: a blog for librarians. Retrieved 2025-05-03.
2. ^ a b "Reviews: Beta Testers Weigh In On Hoopla". Library Journal. April 29, 2013.
3. ^ "Hoopla Digital Announces SeasonPass, a New Offering Bundling TV Episodes into Streamable Seasons". 2025-01-07.
4. ^ a b "Hoopla". vendor.hoopladigital.com. Retrieved 2017-04-17.`{{cite web}}`: CS1 maint: url-status (link)
5. ^ "Midwest Tape Launches Hoopla Pilot for Pay-Per-Circ Streaming Media". Digital Shift. Media Source Inc. March 4, 2013.
6. ^ a b "eAudiobooks are in High Demand!". hub.hoopladigital.com. Hoopla Library Admin Site. Retrieved 2017-04-12.`{{cite news}}`: CS1 maint: url-status (link)
7. ^ a b Tibken, Shara (April 9, 2023). "The Money-Saving Power of Your Library Card". Wall Street Journal. Retrieved 9 April 2023.
8. ^ "Blackstone Audio on hoopla digital". HooplaDigital.com. Retrieved 2017-04-12.
9. ^ "Harper Collins on hoopla digital". HooplaDigital.com. Retrieved 2017-04-12.
10. ^ "Simon & Schuster Audio on hoopla digital". HooplaDigital.com. Retrieved 2017-04-12.
11. ^ "Tantor Audio on hoopla digital". HooplaDigital.com. Retrieved 2017-04-12.
12. ^ "Walt Disney Pictures on hoopla digital". HooplaDigital.com. Archived from the original on 2017-04-13. Retrieved 2017-04-12.
13. ^ "Lionsgate Entertainment on hoopla digital". HooplaDigital.com. Retrieved 2017-04-12.
14. ^ "Starz on hoopla digital". HooplaDigital.com. Retrieved 2017-04-12.
15. ^ "Warner Brothers on hoopla digital". HooplaDigital.com. Retrieved 2017-04-12.
16. ^ a b Maiberg, Emanuel (2025-02-04). "AI-Generated Slop Is Already In Your Public Library". 404 Media. Retrieved 2025-02-06.
17. ^ "Moving from Hoopla to Libby". Saclibrary. Retrieved 2025-05-03.
18. ^ Mem: 10092928. "Digital library service hoopla expands to Australia | Books+Publishing". Retrieved 2023-07-11.`{{cite web}}`: CS1 maint: numeric names: authors list (link)
19. ^ Albanese |, Andrew. "Midwest Tape's Hoopla Expands Internationally—and at Home". PublishersWeekly.com. Retrieved 2023-07-11.
20. ^ "Magazines, movies and more". Holland Sentinel. December 6, 2013.
21. ^ Enis, Matt (May 21, 2015). "hoopla Adds Ebooks and Comics, Develops "Action View" Technology for App". Library Journal. Archived from the original on November 9, 2017. Retrieved May 27, 2015.
22. ^ Library Freedom Project (Feb 22, 2022). "We demand accountability from Hoopla Digital and OverDrive regarding the platforming of fascist propaganda in their digital library collections". Library Freedom.
23. ^ Sato, Mia (2022-04-20). "Ebook service Hoopla brings anti-vax, Holocaust denial, and pro-LGBTQ conversion books to libraries". The Verge. Retrieved 2024-06-05.
24. ^ Woolhouse, Meg (2022-04-20). "Public libraries unwittingly offered 'hate' books through a private service". GBH. Retrieved 2024-06-05.
25. ^ Enis, Matt. "Holocaust Denial Materials and Other Fascist Content Removed from Library Ebook Platforms". Library Journal. Retrieved 2024-06-05.

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