Hoopla (stylized as hoopla) is a web and mobile ( Android/

iOS Ios, Io or Nio (, ; ; locally Nios, Νιός) is a Greek island in the Cyclades group in the Aegean Sea. Ios is a hilly island with cliffs down to the sea on most sides. It is situated halfway between Naxos and Santorini. It is about long an ...

) library media streaming platform launched in 2010 for audio books,

comics a Media (communication), medium used to express ideas with images, often combined with text or other visual information. It typically the form of a sequence of Panel (comics), panels of images. Textual devices such as speech balloons, Glo ...

e-books An ebook (short for electronic book), also spelled as e-book or eBook, is a book publication made available in electronic form, consisting of text, images, or both, readable on the flat-panel display of computers or other electronic devices. A ...

movies A film, also known as a movie or motion picture, is a work of visual art that simulates experiences and otherwise communicates ideas, stories, perceptions, emotions, or atmosphere through the use of moving images that are generally, since ...

music Music is the arrangement of sound to create some combination of Musical form, form, harmony, melody, rhythm, or otherwise Musical expression, expressive content. Music is generally agreed to be a cultural universal that is present in all hum ...

, and TV. Patrons of a library that supports Hoopla have access to its collection of digital media. Hoopla Digital is a division of Midwest Tape.

History

Hoopla was launched in 2013. 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. Hoopla Digital is the only platform that combines all formats and all license models into one convenient app with no platform fees. In 2016, Hoopla launched a 4K Blu-ray video product line. In 2017, Hoopla became available on Apple TV, Amazon FireTV, Android TV, and Roku, allowing users to stream content on larger screens. In 2019, Binge Boxes are added to the physical product line, themed DVD box sets aimed to increase value and patron interest. 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, 1.5 million titles became available on Hoopla.

Business model

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

Content

Hoopla claims to have over 500,000 content titles across six formats, including over 25,000 comic books. As of November 2016, Hoopla's content comprised 35% audiobooks (for which Hoopla has contracts with publishers such as Blackstone Audio,

HarperCollins HarperCollins Publishers LLC is a British–American publishing company that is considered to be one of the "Big Five (publishers), Big Five" English-language publishers, along with Penguin Random House, Hachette Book Group USA, Hachette, Macmi ...

Simon & Schuster Simon & Schuster LLC (, ) is an American publishing house owned by Kohlberg Kravis Roberts since 2023. It was founded in New York City in 1924, by Richard L. Simon and M. Lincoln Schuster. Along with Penguin Random House, Hachette Book Group US ...

Audio, Tantor Audio, and others), followed by 22% movies (for which Hoopla has motion picture contracts with publishers such as

Disney The Walt Disney Company, commonly referred to as simply Disney, is an American multinational mass media and entertainment industry, entertainment conglomerate (company), conglomerate headquartered at the Walt Disney Studios (Burbank), Walt Di ...

Lionsgate Lions Gate, Lion Gate or similar terms may refer to: Gates *Lion Gate at Mycenae in Greece *Lion Gate, one of the entrances to the ancient Hittite city of Hattusa, now in Turkey *Lion Gate, one of the entrances to the gardens of Hampton Court Pala ...

Starz Starz (stylized in all caps as STARZ; pronounced "stars") is an American pay television network owned by Starz Entertainment, and is the flagship property of Starz Inc. Launched in 1994 as a multiplex service of what is now Starz Encore, ...

Warner Bros. Warner Bros. Entertainment Inc. (WBEI), commonly known as Warner Bros. (WB), is an American filmed entertainment studio headquartered at the Warner Bros. Studios complex in Burbank, California and the main namesake subsidiary of Warner Bro ...

, and others), 19% music, 12% ebooks, 6% comics, and 6% television. One drawback is that Hoopla has few new bestsellers. In February 2025,

404 Media ''404 Media'' is an online publication that focuses on technology and internet reporting. It covers topics such as hacking, sex work, niche online communities, and the right-to-repair movement. It is worker-owned by its reporters. History ' ...

reported that Hoopla's collection includes books created by

generative AI Generative artificial intelligence (Generative AI, GenAI, or GAI) is a subfield of artificial intelligence that uses generative models to produce text, images, videos, or other forms of data. These models learn the underlying patterns and str ...

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

Areas served

Hoopla expanded to serve

Australia Australia, officially the Commonwealth of Australia, is a country comprising mainland Australia, the mainland of the Australia (continent), Australian continent, the island of Tasmania and list of islands of Australia, numerous smaller isl ...

and

New Zealand New Zealand () is an island country in the southwestern Pacific Ocean. It consists of two main landmasses—the North Island () and the South Island ()—and List of islands of New Zealand, over 600 smaller islands. It is the List of isla ...

in June 2021.

Technology

Hoopla content can be borrowed and consumed on the web, or via the native Android or

apps. Hoopla broadcasts only in Standard definition unlike most of its competitors such as Kanopy.

Parent company

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 The DVD (common abbreviation for digital video disc or digital versatile disc) is a digital optical disc data storage format. It was invented and developed in 1995 and first released on November 1, 1996, in Japan. The medium can store any ki ...

Blu-ray Blu-ray (Blu-ray Disc or BD) is a digital optical disc data storage format designed to supersede the DVD format. It was invented and developed in 2005 and released worldwide on June 20, 2006, capable of storing several hours of high-defin ...

Controversy

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 Richard Walther Darré (born Ricardo Walther Óscar Darré; 14 July 1895 – 5 September 1953) was one of the leading Nazism, Nazi "Blood and Soil, blood and soil" () ideologists and served as Reich Ministry of Food and Agriculture, Reich ...

of the SS and books related to

Holocaust denial Historical negationism, Denial of the Holocaust is an antisemitic conspiracy theory that asserts that the genocide of Jews by the Nazi Party, Nazis is a fabrication or exaggeration. It includes making one or more of the following false claims: ...

, in public library collections without the input from the staff. Criticism was also directed at the inclusion of books on

homosexuality Homosexuality is romantic attraction, sexual attraction, or Human sexual activity, sexual behavior between people of the same sex or gender. As a sexual orientation, homosexuality is "an enduring pattern of emotional, romantic, and/or sexu ...

abortion Abortion is the early termination of a pregnancy by removal or expulsion of an embryo or fetus. Abortions that occur without intervention are known as miscarriages or "spontaneous abortions", and occur in roughly 30–40% of all pregnan ...

, and

vaccines A vaccine is a biological preparation that provides active acquired immunity to a particular infectious or malignant disease. The safety and effectiveness of vaccines has been widely studied and verified. A vaccine typically contains an ag ...

claimed by the Library Freedom Project and Library Futures to be

misinformation Misinformation is incorrect or misleading information. Misinformation and disinformation are not interchangeable terms: misinformation can exist with or without specific malicious intent, whereas disinformation is distinct in that the information ...

. On February 17, 2022, Hoopla removed a number of titles after public outcry about Holocaust denial books available on the app under non-fiction. 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.

References

{{Video digital distribution platforms Digital media Video on demand services Online content distribution Mass media companies of the United States Audiobook companies and organizations