Joe Rogan Spotify Deal

admin 11/22/2021
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  1. The streaming service announced an exclusive licensing deal with one of the biggest podcasts, The Joe Rogan Experience. The Wall Street Journal claimed the deal was worth “ more than $100 million “, but the ensuing spike in Spotify’s share price added more than $1bn to the company’s market cap.
  2. Best known for hosting television's extreme reality game show Fear Factor, Joe Rogan is equally at home in the standup arena, where his comic persona shifts into the edgier, angrier territory of Sam Kinison and Bill Hicks. Rogan was born on August 11, 1967, in Newark, NJ; he lived in several cities as a child (primarily Boston) and was prone to.
  3. May 20, 2020 Joe Rogan Strikes an Exclusive, Multiyear Deal With Spotify The deal with Joe Rogan, a provocative podcast host with millions of listeners, is the latest move by Spotify to expand outside music.
© TheWrap

On May 19, 2020, Rogan announced that he had signed a multi-year licensing deal with Spotify, worth an estimated $100 million, making it one of the largest licensing agreements in the podcast business. The deal will make The Joe Rogan Experience available on Spotify starting from September 1, 2020 and from January 2021, exclusive on the.

Podcasting juggernaut Joe Rogan is taking his talents exclusively to Spotify. Rogan announced the move on Twitter on Tuesday, saying his podcast, 'The Joe Rogan Experience,' will hit Spotify on September 1, before being exclusively available on the streaming service by the end of 2020.

Spotify will pay Rogan more than $100 million, the Wall Street Journal reported on Tuesday afternoon.

Ironically, the deal comes after Rogan explained why his show — which generates about 190 million downloads each month — is not available on Spotify.

'We're not on Spotify, and the reason why we're not on it is because it didn't make any sense. They were like 'We want to put you on it, it's gonna be great for you.' And I was like, how is it great? You guys are gonna make money,' Rogan said in 2018. 'You guys are making money and you don't give us any.'

The video component of Rogan's podcast will continue, but it will not be available on YouTube by the end of the year.

Spotify's deal with Rogan comes as the streaming heavyweight has been looking to beef up its podcasting efforts in recent years. Just a few months earlier, Spotify acquired Bill Simmons' sports and pop culture site The Ringer, primarily to tap into the company's podcast network. The service, which has 130 million paying customers worldwide, has been aiming for high-profile podcasts that will continue to drive subscriber additions.

'We need to give [listeners] a reason to think of Spotify when it comes to podcasts,' one company employee familiar with their podcasting strategy told TheWrap last October. 'And having shows they want and can't find anywhere else is only going to help us gain more [users].'

Signing Rogan is certainly a coup for Spotify, with 'The Joe Rogan Experience' routinely situated at the top of Apple's podcasting rankings. Rogan's podcast is also a cash cow, bringing in $30 million last year, according to Forbes, easily making him the top earner in the podcasting world.

Yesterday, Joe Rogan announced that he was moving his popular podcast exclusively to Spotify. It's big news.

Naturally, many folks in podcasting are wondering what this move means for us.

In his newsletter, Matt Stoller called Spotify's deal with Rogan 'the death of independent podcasting:'

CEO Daniel Ek has been even more forthright, stating: 'We want Spotify to be at the center of the global audio economy.'

In the past, I've joked that 'venture capitalists have always seen podcasting as sub-optimal because it's not centralized.' Because nobody owns the platform, it's hard to monetize it.

And many of us love podcasting because it's open. We think RSS is beautiful. As Marco Arment points out, an open platform is generally better for creators:

If Spotify becomes dominant, we would lose the open, vibrant ecosystem we have today.

How likely is that to happen?

What % of podcast listens happen on Spotify?

According to Transistor.fm's current download numbers, here are the percentage of listens that happen on each platform:

  • 49% on Apple Podcasts or iTunes.

  • 22% on Spotify.

  • 15% on Pocket Casts.

  • 7% on Overcast.

Joe Rogan Spotify Deal

Currently, 78% of listens are happening on apps other than Spotify.

Keep in mind, Transistor is a small independent podcast hosting company. On some of our larger competitors, Spotify is as low as 9% of listens.

From what we've seen, most of Spotify's listens are coming from new listeners (not people switching from other apps).

Will listeners change their behavior?

Will Rogan's listeners move with him to Spotify? Dave Rothschild describes the factors at play here:

Humans are creatures of habit; we don't like change. For listeners, there might be some pull towards Spotify (and Rogan), but there's also a lot of inertia ('I've always used Overcast').

We're always evaluating the tradeoffs. If you like listening to Marco Arment's Accidental Tech Podcast (not available on Spotify) and Joe Rogan's podcast (only on Spotify), you'll have a decision to make.

Listeners don't care much about the underlying technology (RSS, open platform). Most just want to listen to the shows they like, the way they've always listened to them.

Aside:maybe, in the future listeners won't just stick with one listening app. They might jump around for different shows, the same way they do on Netflix, Amazon Prime Video, Disney+.

Joe Rogan Spotify Salary

What do podcasters want?

Rogan

Many of the think-pieces I've read are making the same flawed assumption: growing advertising, through a central aggregator, is what's best for podcasters.

People who start podcasts are motivated in different ways:

  • Some want to make money; others just want to podcast for fun.

  • Brands create some podcasts; individuals create others.

  • Some folks want millions of listeners; others want to reach a specific niche.

  • Some use podcasts to clarify their thinking; others use it to hang out with their co-hosts every week.

Seth Godin has provided one of the best rationales for starting a podcast that I've heard:

Podcasters make all sorts of shows, for all sorts of reasons. And, they run into all sorts of obstacles.

That's where we, as the podcast ecosystem, need to focus. If we want to fight Spotify's influence and control, we're going to need to compete where it matters: improving the overall experience for creators and listeners.

I don't think Daniel Ek is answering Anchor support tickets at 10 pm on a Friday, but Jon and I are. 😉

Joe Rogan Spotify Deal

Joe Rogan Podcasts In Order

Cheers,
Justin Jackson
Co-founder of Transistor.fm

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