Spotify Technology has announced a new multi-year contract with Joe Rogan, the popular comedian and podcaster, to continue hosting his show exclusively on the platform. The renewal comes with an estimated 80% increase in revenue for the podcast since it became exclusive to Spotify in 2020.
While Spotify did not disclose the specific terms of the deal, the Wall Street Journal reported that it could be worth up to $250 million, including a guaranteed upfront payment and a share of ad sales revenue. However, Spotify disputed this estimate, stating that the actual details were not confirmed.
The Joe Rogan Experience podcast, which debuted in 2009, has become one of Spotify’s flagship shows since its exclusive move in 2020. Spotify claims it is the most listened-to podcast globally. As part of the new deal, Spotify plans to distribute Rogan’s show on other platforms, including Apple, Amazon, and YouTube.
Joe Rogan: “I sucked at Podcasting”
“I think podcasting is an art form and I definitely sucked at it when I first started.” Joe Rogan stated in an interview with Spotify earlier today, confirming news of the deal. “I was curious, but I didn’t understand how to make a conversation flow. I didn’t know when to shut up and listen, and I didn’t know how to make someone comfortable so that you can get the most out of their perspective. I’ve learned how to assist the conversation’s flow instead of waiting for my turn to talk. I learned how to be fully locked in with what the other person is saying.”
He continued, “…I always feel like, in starting this podcast, I stumbled into this fantastic accidental education just by being interested in talking to people, and being fortunate enough that people want to listen.”
In addition to his podcast success, Joe Rogan recently announced a collaboration with Rockstar Games for their highly anticipated video game, GTA 6.
Spotify, headquartered in Sweden, aims to boost its ad revenue through its advertising network for podcasters and publishers, the Spotify Audience Network. The company reported a 232% increase in overall podcast consumption on its platform since the podcast became exclusive to Spotify. Furthermore, Spotify’s revenue in 2023 was 80% higher than in 2021.
Spotify has been investing heavily in podcasts since 2015, with notable acquisitions such as Gimlet Media and Anchor FM. In 2019, Spotify secured exclusive deals with prominent figures like Kim Kardashian and Barack Obama to strengthen its position in the podcasting industry.
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