Spotify has just announced a multi-year extension with the popular podcast, The Joe Rogan Experience. This is big news for both Spotify and Rogan, as it solidifies their important talent relationship. However, there is also a shift in the distribution plan for the show. While Rogan’s podcast will still be available on Spotify, it will also be accessible on Apple, Amazon, and YouTube. This revised strategy, which Spotify began pursuing in 2023, aims to maximize the show’s audience across multiple platforms. Spotify will take charge of distribution and marketing, working closely with Joe and his team.
In addition to this exciting development, there are some related stories worth checking out. One of them is about Alex Cooper’s ‘Call Her Daddy’ podcast, which is expanding beyond Spotify to other audio platforms like Apple. Another story highlights Taylor Swift’s dominance in the media landscape in 2023.
The expiration of Rogan’s current deal, reportedly worth $200 million, had sparked speculation about rival platforms trying to lure him away or him forming a new corporate entity for the show. Despite Spotify trimming its podcast talent roster, they chose to extend Rogan’s contract. He has consistently been a chart-topping host, although his opinions and choice of guests often stir controversy.
Spotify has not disclosed the specific terms of the new deal, but according to The Wall Street Journal, it could be worth up to $250 million. Having Rogan on board has significantly contributed to the growth of Spotify’s podcast business. Since becoming exclusive in 2021, podcast consumption on Spotify has increased by 232%, and revenue has seen an 80% climb. In 2023 alone, The Joe Rogan Experience experienced a 45% revenue jump.
While Spotify faces competition from Amazon, Apple, SiriusXM, and others in the podcast sector, they remain committed to their podcast endeavors. Last December, the company made adjustments to its workforce, cutting 17% of its employees to align with expenses after significant investments in podcasts in recent years.
Although Spotify has retained Rogan and other notable names like Bill Simmons, they have seen some high-profile departures. Production companies led by Prince Harry and Meghan Markle, as well as Barack and Michelle Obama, have left the platform. Additionally, the production outpost Gimlet, which Spotify acquired for over $200 million in 2019, was dismantled and integrated into the company’s other podcast operations.