Joe Rogan just inked a new multiyear deal with Spotify. Previously exclusive to Spotify, The Joe Rogan Experience will now be distributed across multiple platforms in an effort to “maximize the audience of the show."
According to the Wall Street Journal, the deal is valued at up to $250 million and will now appear on multiple platforms, including YouTube.
The Details of the Spotify Deal
Since its debut in 2009, the success of the show has sparked a worldwide cult following. Last year, The Joe Rogan Experience was the most listened-to podcast in the U.S., according to Edison Research.
The deal will see Rogan get a share of the revenue his show generates on the platforms, Bloomberg reported. This is part of a wider push by Spotify to pay smaller minimum guarantees to its talent, and instead aim to distribute risk through revenue-sharing deals, The Wall Street Journal reported. Spotify has yet to make money on its $1 billion expansion into podcasting.
In 2020, Joe Rogan made waves in the social media world when he decided to work exclusively with Spotify, removing his podcast from YouTube after issues with censorship and demonetization.
Shortly after announcing of the move, Joe reassured fans that the show would not change.
“It will be the exact same show... I am not going to be an employee of Spotify. We’re going to be working with the same crew doing the exact same show.”
And, 4 years later, it can be confirmed that it really hasn't changed...
Why Did Rogan Leave YouTube?
Joe Rogan has amassed a dedicated following throughout his career, with over 16 million subscribers on YouTube and a large fan base for his podcast. Despite facing controversies and accusations of spreading misinformation and making controversial statements.
After moving to Spotify, Rogan received initial backlash. But, has been pleasantly surprised with the support he has received from Spotify's CEO, Daniel Ek.
"I’m not trying to promote misinformation. I’m not trying to be controversial... I’ve never tried to do anything with this podcast other than just talk to people and have interesting conversations."
Rogan's ability to engage and captivate his audience has undoubtedly played a role in his enduring success. His thought-provoking conversations, which cover a wide range of topics from politics and current events to science and culture, have resonated with millions of listeners.
The Fight Companion, in which Joe and company live-streamed UFC & mixed martial arts events was one of the most-watched live series on YouTube. But, since the move to Spotify have been filmed live and posted afterwards.
While controversies surrounding his show have sparked debates and criticism, they have also contributed to keeping him in the spotlight and fueling interest in his content. Rogan's podcast has become known for its unfiltered and uncensored discussions, attracting guests from various backgrounds and perspectives.
The lucrative deal with Spotify showcases the increasing recognition of podcasting as a powerful medium for entertainment and information dissemination. Rogan's popularity and influence serve as a testament to the enduring appeal of engaging and authentic content that resonates with a wide audience.
Spotify's Shift in Podcast Exclusivity
The renewal of Joe Rogan's podcast deal with Spotify comes at a time when the streaming platform is shifting away from exclusive arrangements. This shift allows successful shows like Rogan's to reach a wider audience on other audio platforms.
The news of Rogan's new deal with Spotify was first reported by The Wall Street Journal, which said that the agreement was worth up to $250 million. Rogan's previous deal with the company was reportedly worth around $100 million.
Spotify remains the leading audio streaming platform worldwide, but it has had trouble turning that dominance into profits. The company is worth more than $40 billion with more than 226 million paying customers. But it only eked out around $69 million in operating income (a way some companies calculate profit) during that period.
As part of their larger strategy to dominate the podcasting market and expand their platform to reach a wider audience, Spotify has secured exclusive deals with popular podcasts like "Call Her Daddy" and collaborated with well-known figures such as Dax Shepard and the Obamas.
Final Thoughts: The Future of Spotify
One of the most significant milestones in Spotify's podcasting journey is the recent renewal of Joe Rogan's podcast deal. This partnership with Rogan, known as "The Joe Rogan Experience," is an integral part of Spotify's efforts to solidify its position and establish itself as the go-to platform for podcast lovers.
The acquisition of Joe Rogan's podcast is a testament to Spotify's dedication to providing diverse and compelling content to their users. By bringing Rogan's influential show to its platform, Spotify further enhances its library of engaging podcasts and strengthens its appeal to a wider range of listeners.
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