Spotify has signed a new deal with popular podcaster Joe Rogan that will see his show distributed more widely while still being available on Spotify. The deal is worth up to $250 million over multiple years, showing Spotify’s continued commitment to Rogan despite controversies around misinformation on his show.
Key Details of the New Deal
- Multi-year deal worth up to $250 million
- Allows The Joe Rogan Experience to be distributed on multiple platforms including YouTube
- Ends exclusivity arrangement Spotify previously had
- Comes after completion of Rogan’s initial $200 million deal
This new non-exclusive deal gives Rogan more freedom while still keeping the show on Spotify. Previously his show had been exclusive to Spotify since 2020 when he signed a reported $100 million deal which was later increased to $200 million.
Reactions
The news of Rogan’s new deal sparked a range of reactions across the tech and podcasting world:
- Spotify stock rose over 5% on the news as investors welcomed Rogan’s continued presence on the platform. Spotify had been under pressure previously when artists like Neil Young pulled their music off Spotify in protest of Rogan spreading misinformation.
- Rogan critics expressed dismay that Spotify would renew their association with Rogan. Advocacy group Media Matters for America said Spotify was “doubling down on misinformation” by extending Rogan.
- The podcast industry sees it as a sign of maturity that an exclusive deal is transitioning to wide distribution. Some expect more high-profile podcasters will also increasingly shun exclusive deals.
- Joe Rogan welcomed the opportunity to grow his show’s audience even further. He touted the creative freedom and reach Spotify provides.
Overall the move was welcomed by Wall Street while Rogan’s critics slammed Spotify for giving him another platform. But Rogan himself sees it as allowing him to produce great podcast content with fewer restrictions.
Why Spotify Renewed With Rogan
Behind the scenes, Spotify debated whether to continue with Rogan or cut ties. Here are some of the key factors that drove their decision-making:
- Rogan drives listenership: He generates massive engagement that Spotify wants access to. The Joe Rogan Experience gets nearly 200 million downloads per month.
- Audio is strategic for Spotify: They have invested over $1 billion into podcasts as they evolve beyond just music streaming. Locking down exclusives like Rogan has been key to that.
- Too risky to lose him: Letting Rogan walk could have led to a subscriber exodus and hurt Spotify’s stock more than controversies around keeping him.
In the end, Spotify decided Rogan was too valuable to lose despite the backlash he sometimes creates.
Spotify CEO Daniel Ek has defended Joe Rogan against criticism and keeping him ensures Spotify remains dominant in podcasting. The non-exclusive twist allows Rogan to grow his audience while Spotify retains preferential access to his fans.
What Happens Next
- More growth expected for The Joe Rogan Experience as he expands to new platforms
- Pressure continues on Spotify over misinformation concerns
- Other high-profile podcasters could demand similar non-exclusive deals
- Exclusivity becoming less appealing to top podcast talent
- Scrutiny remains on Spotify content policies regarding misinformation
Rogan getting a new mega-deal sets him up to expand his podcast empire even further. He had already overtaken the long #1 podcast The Daily in 2022 to take the top podcast spot.
Meanwhile Spotify still faces an uneasy balancing act between content moderation and creative freedom. This latest deal shows Spotify remains committed to Rogan despite the controversies he ignites.
Other podcast companies will closely watch how Rogan’s wider distribution impacts his audience size and whether exclusivity remains necessary in the maturing podcast market.
Financials
While exact figures weren’t released publicly, here are the reported numbers around Spotify’s deal with Joe Rogan:
| Deal | Amount | Term |
|---|---|---|
| Initial 2020 Deal | $100+ million | Exclusive |
| 2021 Renegotiation | $200 million total | Exclusive |
| 2024 New Deal | Up to $250 million | Non-exclusive |
Rogan is likely podcasting’s highest paid host ever with over half a billion dollars in Spotify deals. His show has proven extremely lucrative but also comes with public relations headaches for Spotify around offensive comments and COVID-19 misinformation.
This covers the key details around Joe Rogan’s new deal based on the latest reporting. Let me know if you need any clarification or have additional questions!
To err is human, but AI does it too. Whilst factual data is used in the production of these articles, the content is written entirely by AI. Double check any facts you intend to rely on with another source.
