The deal could be worth more than $100 million, according to The Wall Street Journal.
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The agreement, as described by Spotify, would make the podcast free for all of its 286 million users.įor podcasts, this deal is unprecedented: Rogan will most likely earn more money than most musicians on Spotify.īut the 52-year-old is no ordinary podcaster he is arguably the Michael Jordan of podcasts. Rogan started his podcast The Joe Rogan Experience in 2009. He runs a two-hour long show daily exploiting YouTube’s algorithm which favors long videos. His one rule is that he doesn’t follow conventional rules. Spotify has also signed on Kim Kardashian West for exclusive rights to Spotify podcasts. His podcasts are mostly fun, but as equally controversial. Joe Rogan, the biggest podcaster in the world, has moved his podcast away from YouTube and different podcasting networks and signed exclusively with Spotify in a deal worth over 100 million dollars. For one, the infamous meme of Elon Musk smoking pot was born in the stage of Rogan’s podcast.
With a staff of four and a microphone, Rogan garners over 190 million downloads per month. During a recent edition of his Joe Rogan Experience podcast, Rogan and rapper Ice Cube spoke on the topic with Rogan saying that forcing trans people into women’s sports is illegitimate. Last year, he reportedly made $30 million. Sign up to get unlimited songs and podcasts with occasional ads. These numbers are quite alluring for advertisers. And perhaps so, after the news broke, Spotify’s stock price surged by nearly 10 percent. Spotify’s Strategy: Podcast Ambitions & New Competitionįor Spotify, signing Rogan is the next step of its core strategic plan for its podcasting ambitions and exclusive deals. Last year, the company made three key acquisitions, reportedly spending around $400 million combined on two podcast networks - Gimlet Media, and Parcast - and one company that offers podcast creation tools, Anchor. Long before the deal with Rogan, Spotify has been spending big on talent acquisition.
In February, Spotify paid up to $196 million in cash to acquire Bill Simmons’ flagship show, The Ringer. It has also committed to exclusive deals with other prominent names, like Amy Schumer and Joe Budden. Their dream is clear: Spotify wants to blow its competition out of the water. Its main competition? Apple Music, which leads the rank in podcast players. At least it was.īut Spotify has made it clear that it’s planning to expand the competition. In early May, Spotify started testing video podcasts in its app with two Youtube stars: Zane Hijazi and Heath Hussar, hosts of Zane and Heath: Unfiltered. Spotify doesn’t play or include ads that interrupt the listening experience of Premium subscribers. Rogan’s influence will inspire other podcasters to follow his lead. Well be happy to explain a bit more about this. And Spotify’s recently acquired company, Anchor will help create more shows. Over the next four years, Ostroff spent more than $1 billion on the business, licensing shows, buying production studios, and signing exclusive deals with celebrities, including the Obamas, Kim Kardashian, and Prince Harry and Meghan Markle.Already, Anchor has helped create 70 percent of shows, as per Spotify’s report from the first quarter of 2020.
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Although she had no background in podcasting-or music, for that matter-her time in TV taught her how to talk to talent. Spotify Technology SA was just starting to build its podcasting business when Ostroff joined, and it needed to find a splashy way to attract listeners. She took the job as Spotify’s chief content officer in 2018 to make a new kind of hit. But after more than three decades in TV, Ostroff saw that a generation raised on the internet had forsaken cable for apps like TikTok, YouTube, and Instagram. “Being at the forefront of ‘what’s next’ has always driven me,” she told the news site of Florida International University, her alma mater, in 2020. A former local news reporter, she’s credited her success to knowing what young people like. Dawn Ostroff rose to the top of the TV industry in the 2000s by developing deliciously addictive shows such as America’s Next Top Model and Gossip Girl.
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