Spotify Inks New Multiyear Deal with Podcast Host Joe Rogan
In a significant departure from Joe Rogan previous arrangement with Spotify, “The Joe Rogan Experience” will no longer be exclusive to the audio giant. Spotify announced Friday that it has signed a new multiyear agreement with Joe Rogan, the host of one of the most popular — and polarizing — podcasts in the U.S.
Change in Exclusivity
Unlike before, “The Joe Rogan Experience” will soon be available on additional platforms, marking a notable shift from Rogan’s previous exclusive deal with Spotify.
Podcast Dominance
Spotify highlighted Rogan’s podcast as a dominant force in the podcasting world, consistently ranking as the most-listened-to podcast globally. Additionally, users have consistently ranked the show as Spotify’s top podcast since 2020, according to the Stockholm-based company.
New Strategy
This announcement reflects a change in Spotify’s podcast content strategy, moving away from exclusive arrangements that limited the reach of successful shows.
End of Exclusivity Era
Spotify recently relinquished exclusivity rights on another popular podcast, Alex Cooper’s “Call Her Daddy,” signaling the end of Spotify’s exclusivity era, as reported by technology website The Verge.
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Joe Rogan Influence
“The Joe Rogan Experience” topped the charts as the most popular podcast in the U.S. during the third fiscal quarter of 2023, according to Edison Research. Rogan also boasts more than 16 million subscribers on YouTube.
Controversy and Criticism
Despite his popularity, Rogan has faced criticism for his handling of controversial topics, including Covid misinformation and remarks perceived as racist, homophobic, and transphobic.
Financial Details
The new deal with Spotify, reportedly worth up to $250 million, represents a significant increase from Rogan’s previous agreement, which was around $100 million.
Shift in Focus
Spotify’s recent podcast acquisitions, including Dax Shepard’s “Armchair Expert” and Barack and Michelle Obama’s Higher Ground Productions, have signaled a shift in focus towards franchises that can exist on multiple audio platforms.
Financial Performance
While Spotify remains the leading audio streaming platform worldwide, it has faced challenges in translating its dominance into profits. Despite boasting over 226 million paying customers as of the third quarter last year, the company’s operating income during that period was around $69 million.
As Spotify reevaluates its podcast strategy and expands its content offerings, the new deal with Joe Rogan marks a significant milestone in the company’s evolution in the podcasting landscape.