Name

New Audio Technology Gmbh

Legal name

NEW AUDIO TECHNOLOGY GmbH

Website

https://newaudiotechnology.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Spatial Audio Production Software

NAICS

Other Sound Recording Industries (512290), Other Sound Recording Industries (51229)

SIC

Services-Computer Programming Services (7371), Services-Allied To Motion Picture Production (7819)

akta.pro primary industry

Audio Plugins & Virtual Instruments (VST/AU/AAX) (MPAIAIAB)

akta.pro secondary industries

Immersive/Spatial Audio Production (Dolby Atmos, 5.1/7.1, Binaural) (MPAHAEAJ), Audio Middleware (Interactive/Game Audio) (MPAFAFAD)

Keywords

• Spatial audio software
• Immersive audio production
• Binaural audio processing
• Audio plugin development
• HRTF virtualization

Headquarters

HQ city

Hamburg

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Supply Chain, Others

Revenue model

1. Software Licenses (Perpetual): One-time perpetual license purchases for software products including Spatial Audio Designer plug-ins and Spatial Sound Card applications. Licenses are tied to computer registrations and optionally USB dongles.
2. Enterprise/B2B Software Licensing: Custom B2B licensing agreements for embedding and OEM applications of Spatial Sound Card and Spatial Audio Designer technologies in mobile apps, automotive, entertainment systems, VR/360, and games. Includes custom branded versions for broadcast domain companies.
3. Hardware Processor Sales: Sales of Spatial Audio Designer Processor (SAD-P) turnkey systems for industry installations including planetariums, theaters, broadcast facilities, and theme parks. Includes rack-mounted server hardware with redundant power supplies.
4. Educational/Volume Discounts: Special pricing programs for educational institutions, universities, and companies purchasing larger volumes of licenses through rebate programs.

Pricing tiers

Go-to-market motion3 records

Distribution channels12 records

Marketing channels7 records

Core offering

New Audio Technology develops software tools for spatial, immersive, and interactive audio production and playback. Its product portfolio centers on the Spatial Audio Designer (SAD) plug-in family for professional DAW-based immersive audio production, the Spatial Sound Card (SSC) software for binaural headphone playback, the Spatial Audio Designer Processor (SAD-P) turnkey hardware system for venues such as planetariums and theaters, and the Spatial Audio Game Engine (SAGE) middleware for VR and games, alongside B2B/OEM licensing of its HRTF-based audio technology.

Product overview

New Audio Technology develops tools and technologies for Next Generation Audio (NGA) — immersive and interactive audio experiences. The product portfolio consists of two main product lines: (1) Spatial Audio Designer (SAD) family — a professional plug-in kit for DAWs (Producer, Producer Plus, Filmstage versions), the In-One monitoring plug-in, and the SAD-P Processor hardware for industry applications; and (2) Spatial Sound Card (SSC) family — software sound cards (Pro for professionals, L for consumers) that enable virtual surround sound on headphones. Additional offerings include the Spatial Audio Game Engine (SAGE) middleware, Active Acoustic software extension, and B2B licensing for OEM/integration. The products work together as an ecosystem: SAD plug-ins create content in DAWs, SSC enables end-user playback, and SAD-P manages installations. All products use HRTF-based binaural technology for spatial audio processing.

Differentiator

Problem solved

Functional benefit

Brands

• Spatial Audio Designer (SAD): High-performance professional audio plug-in for creating and monitoring next-generation immersive audio in DAWs. Supports formats like Dolby Atmos, MPEG-H, AURO-3D, and Sony 360 Reality Audio.
• Spatial Sound Card (SSC)
• Spatial Audio Game Engine (SAGE)
• Spatial Audio Designer Processor (SAD-P)

Products and services

• Spatial Audio Designer (SAD)

Quantifiable outcome

• Single production can be exported to multiple formats (5.1, 7.1.4, Dolby Atmos, MPEG-H, custom 64-speaker fulldome) without re-mixing
• +2 more outcomes

Named customers11 records

Segments10 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature8 records

Partnerships

14 partnerships are on record, tiered core and supporting.

• Fraunhofer IIScoreTechnology or IntegrationStrategic collaboration with Fraunhofer IIS for Spatial Audio Designer plug-in development, integrating MPEG-H Audio production technology into NAT's tools for every DAW. Fraunhofer IIS provides the approved MPEG-H workflow and quality standards.
• DolbycoreTechnology or IntegrationPartner logo displayed on website; NAT products support Dolby Atmos format creation and monitoring alongside other immersive formats like MPEG-H, AURO-3D, and Sony 360 RA.
• ARRIcoreTechnology or IntegrationARRI Media Services uses NAT applications to virtually extend their studio reach; SSC Pro includes binaural room virtualizations from ARRI Stage One. Partnership serves film production and post-production workflows.
• LawosupportingTechnology or IntegrationPartner logo displayed on website; Lawo is a manufacturer of video and audio equipment for broadcast and production.
• Sennheiser/NeumannsupportingTechnology or IntegrationPartner logo displayed on website; professional audio equipment manufacturer with compatibility for NAT spatial audio solutions.
• Steam (Valve)supportingChannel Partner/ Reseller/ DistributorSpatial Sound Card distributed through Steam gaming platform, making NAT's spatial audio technology accessible to gamers.
• ThomannsupportingChannel Partner/ Reseller/ DistributorMajor European music equipment retailer serving as primary reseller for professional NAT products in Europe.
• Skywalker SoundcoreTechnology or IntegrationOver a decade of feedback from Skywalker Sound engineers contributed to SAD-P development; indicates deep collaboration in professional cinema audio technology.
• Galaxy StudiocoreTechnology or IntegrationOver a decade of feedback from Galaxy Studio engineers contributed to SAD-P development; indicates collaboration in professional audio mixing technology.
• MSM MunichsupportingTechnology or IntegrationSSC Pro includes binaural room virtualizations from MSM Munich studios, part of the 70+ real measured studio environments available.
• France Télévisions InnovationsupportingTechnology or IntegrationPartner logo displayed on website; French public broadcasting group involved in audio innovation.
• WDR (Westdeutscher Rundfunk)supportingTechnology or IntegrationPartner logo displayed on website; German public broadcaster using NAT audio technology.
• SonysupportingTechnology or IntegrationPartner logo displayed on website; NAT supports Sony 360 Reality Audio format alongside other immersive formats.
• SSIA SkySkansupportingStrategic or Co-development PartnerGold-level co-sponsor of Dome Fest West 2026; SSIA SkySkan is part of the International Planetarium Society and specializes in fulldome/projection technology.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sound Particles: Sound Particles develops object-based audio production software for immersive formats including Dolby Atmos, used widely in film, gaming and VR. Highly comparable to NAT's SAD as a plug-in-based spatial-audio authoring tool for professional audio.
• Iosono (Barco): Iosono developed object-based 3D audio for cinemas and theme parks and was acquired by Barco, which now offers immersive audio solutions for large venues. Directly comparable as a specialist in object-based spatial audio for theaters and planetariums.
• Audio Ease: Audio Ease makes high-end spatial and immersive audio plug-ins (e.g. 360pan, Altiverb) for film post-production and music. Closely comparable as a niche plug-in developer in immersive/spatial audio with overlapping professional customer base.
• Fraunhofer IIS: Developer of MPEG-H Audio and the upstream technology NAT integrates for its SAD plug-in. Both a close technology partner and a competitor offering direct MPEG-H production tools, making it the most direct comparable on format-specific immersive audio workflows.
• Dear Reality (Sennheiser): Dear Reality (now part of Sennheiser) makes dearVR spatial-audio plugins for DAWs and VR/360 content, with HRTF-based binaural processing. Closely comparable as a plug-in-first spatial audio vendor targeting music producers, post-production and VR creators.

Others

• Genelec: Genelec manufactures professional studio monitors widely used for immersive audio monitoring, and has developed GLM calibration for immersive speaker setups. Adjacent comparable as a specialist serving the same immersive-audio professionals, though in hardware rather than software.

Broad incumbents

• Dolby Laboratories: Dolby is the dominant immersive-audio incumbent with Dolby Atmos production tools (Dolby Atmos Renderer) and end-to-end ecosystem. Directly comparable as a spatial-audio production tool vendor, but operates at vastly larger scale across cinema, broadcast, streaming and consumer devices.
• Steinberg (Yamaha): Steinberg's Nuendo DAW is a leading immersive-audio post-production platform with native Dolby Atmos support. A broader incumbent in the same professional audio production market, with overlapping customer base in film/TV and music.
• Avid: Avid's Pro Tools is the dominant DAW in film/TV post-production and increasingly supports immersive formats. A broad incumbent whose ecosystem overlaps NAT's professional audio customer base.

Emerging players

• Two Big Ears (Meta): Originally an independent spatial-audio startup for VR, Two Big Ears was acquired by Meta and now powers Facebook's audio rendering pipeline. Comparable as a specialist in object-based binaural audio for VR/interactive content, but with vastly more resources.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/newaudiotech
• YouTubeyoutube.com/user/newaudiotech/playlists
• Facebookfacebook.com/newaudiotechnology
• LinkedInlinkedin.com/company/new-audio-technology

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about New Audio Technology Gmbh