In this time of shrinking budgets, it’s been a buzzed-about topic that some libraries have canceled their Hoopla service because they can’t afford it (see examples from Iowa, Florida, Missouri, Maryland, and Oregon), so I wanted to be sure to ask Hoopla how it is helping libraries that are struggling with funding challenges. One way that Hoopla has met the moment is its pledge to do more to stop AI slop from permeating its catalog. It’s something that will be a topic of interest going forward as libraries learn whether Hoopla is successful. For now, let’s look at some of the initiatives Hoopla has been announcing and how the company is serving libraries.

Read on for my interview with Ann Ford, VP of sales and support at Hoopla Digital. Our conversation has been edited for clarity.

Brandi Scardilli: Thanks for taking the time to answer my questions. I took a look at the company press releases for 2025, and Hoopla Digital has had a busy year, with the launch of Hoopla for Developers, the addition of many BingePass partnerships, and the SOLUS integration. Why was it important to launch Hoopla for Developers? What kind of response has it gotten so far?

Ann Ford: As a technology company that serves public libraries, we understand the importance of working with other library software providers to streamline library workflows and highlight the library’s valuable digital content. The Hoopla Partner API helps us achieve this, and while we have a strong core of discovery interfaces using the Partner API, we’re always open to new opportunities to collaborate and support libraries. 

The Hoopla for Developers website provides up-to-date information on our Partner API for developers, whether they work for a library or a library provider. It offers clarity on available endpoints, best practice use cases, and how to adopt the API for your organization. We’ve received a lot of helpful feedback from our integration partners since the rollout of Hoopla for Developers in June 2025, and the added transparency has both improved our partner collaboration and revealed additional integration opportunities. Looking at the more recent Hoopla for Developers site traffic from September to October, for example, we’re pleased to see active users have grown by 62% and new users have grown by 66%. 

What can you tell me about the success of the BingePass program? What’s your goal for it moving into 2026?

BingePass and SeasonPass saw remarkable growth in 2025, with borrows up 40% year-over-year and titles consumed within BingePasses up 57%. Since launching in December 2021, BingePass has grown from two products to more than 100. SeasonPass, introduced in late 2024 with 14 offerings, now features nearly 60 titles, while BingePass expanded to Samsung and LG TVs this year, with select BingePasses and SeasonPasses available on Roku, Samsung, and LG TVs.

Looking ahead to 2026, we’ll expand key categories like comics, international video, food and cooking, and children’s ebooks, while enhancing the in-app browsing experience to make discovery easier and deliver even greater value to libraries. 

How has the integration with SOLUS affected Hoopla’s usage by patrons? What does the rise of library apps say about how patrons are discovering and checking out content?

Today, it’s not just about searching an online catalog on a computer—it’s about having your library in your pocket, ready whenever inspiration strikes. Whether you want to request a book a friend mentioned over coffee or borrow an audiobook you just discovered on a podcast, library mobile apps make it easy to use your library no matter where you are. 

Library patrons can find and check out Hoopla titles through a variety of online catalogs and popular library apps. By partnering with SOLUS, we not only enhanced the experience for our current libraries, but also broadened the pathways for discovery by integrating Hoopla with Vega Mobile and TLC•Go!. SOLUS approached the integration thoughtfully, developing a unique method for incorporating Hoopla’s content and features, which has elevated both discoverability and usability.

Mobile access empowers users to interact with library resources in the moments that matter—on the go, in conversation, or as they encounter recommendations in their daily lives. This evolution is making libraries and their digital offerings, like Hoopla, more relevant and accessible than ever. 

How have you enjoyed working on the Library Marketing Makeover Program? Why was it important to bring on ARSL and the Connecticut Library Consortium (CLC) for this round? I know application information won’t be available until later in 2026, but are there any updates you can share?  

While there are a number of webinars and presentations on the topic of marketing, we are excited to be able to support a program that goes beyond theory and actively works with libraries to improve elements of their marketing efforts. We are deeply grateful to the John Henry Eldred Jr. Foundation and Koios for getting behind this project, which benefits libraries in both physical and digital spaces. We are also appreciative of the team of marketing experts and other library vendors who have generously donated their time and services to this cause.

The newly created partnership with ARSL and CLC will truly provide smaller libraries with marketing expertise and resources they wouldn’t otherwise have access to. Furthermore, this opportunity helps us amplify techniques and strategies that enable libraries to better communicate their value to communities.

The ARSL edition of the program has now launched. Any rural and small libraries interested in being considered for a makeover should complete an online survey by Friday, Dec. 19, at 11:59 p.m. EST. Selected libraries will be notified on or around Jan. 6, 2026. The makeover process will run from Jan. 20 through early May, concluding with a special virtual makeover reveal event hosted by ARSL. The date and time of this event will be announced later. 

Let’s turn to the state of libraries in general. What do you think is the biggest challenge facing libraries in getting digital content into patrons’ hands?

One of the biggest challenges libraries face in delivering digital content is balancing patron demand with budget realities. Libraries want to offer a wide range of titles, but they often end up paying for the same content multiple times across different vendors. That duplication not only strains budgets, but it also limits the ability to invest in new and diverse materials.

The key is cost efficiency without sacrificing access. At Hoopla, we help libraries maximize every dollar by offering a model that eliminates unnecessary duplication and ensures patrons can instantly access content without waitlists or additional licensing fees.

Equally important is transparency. Libraries need robust reporting to make data-driven decisions about what’s working and where to allocate resources. Hoopla provides detailed, actionable insights so libraries can see usage trends, justify investments, and plan strategically. In short, we’re committed to helping libraries deliver more content to more people in the most sustainable, cost-effective way possible.

What is Hoopla’s plan for helping libraries affected by the loss of funding during the current administration?

Libraries are currently facing significant financial challenges, with budgets under threat or being reduced, even as the demand for digital content continues to grow. Hoopla remains steadfast in its commitment to advocating for equitable pricing and broad access to digital resources. In response to these heightened budgetary pressures, our position has become even more resolute.

We support libraries by providing digital content at competitive rates and by actively negotiating Instant licenses for high-demand materials. This approach prevents libraries from incurring the escalating costs associated with metered licenses, which often include restrictive time or usage limits. Our analysis indicates that the average utilization rate for a digital license is approximately 50%. Through our Instant license model, libraries pay only for the content their patrons actually use, and our consistently low average cost per circulation enables libraries to efficiently meet patron demand while maintaining fiscal responsibility. This addresses the waste that can occur with metered licenses and ensures that the library is getting the absolute most out of their budget.

What does Hoopla do to help libraries fight against book challenges?

Book challenges are a long-standing issue for public libraries, but the frequency and intensity of these challenges have increased significantly over the past year. In this environment, it is essential for librarians to have access to robust metadata and specialized tools that support their efforts in addressing such challenges. The Hoopla data team is dedicated to ensuring that all title-level data is accurate and transparent, helping equip librarians with the insights necessary to respond effectively to these situations. In addition to our commitment to providing libraries with the information they need, we actively support organizations such as the American Library Association that are dedicated to fighting book bans and ensuring everyone has the right to read. 

Is there anything else you’d like to make sure to mention about the state of physical libraries in our digital world?  

Libraries thrive when they leverage the power of both physical and digital spaces. Instead of viewing digital resources as a replacement for physical resources, libraries can use digital content to complement and amplify what happens inside the library’s walls. Physical spaces remain vital for programming, outreach, and community engagement, offering experiences that technology alone can’t replicate. At the same time, digital platforms like Hoopla extend that impact beyond the building, making collections and programs accessible anytime, anywhere.

For example, imagine a library hosting a Women’s History Month exhibit. Alongside the physical display, the library can curate a digital collection of books, audiobooks, and music on Hoopla, accessible through a QR code placed within the exhibit. This approach not only enriches the in-branch experience, but also allows patrons to continue exploring the theme at home. Similarly, curated digital collections can promote what’s happening in the branch, creating a feedback loop where physical and digital reinforce each other. 

When libraries integrate these strengths, they create a seamless ecosystem: physical spaces for connection and creativity and digital tools for convenience and reach. This blended approach ensures libraries remain relevant, equitable, and resilient in a world where patrons expect both in-person experiences and instant digital access.