Spotify Strikes Podcast Deal with Joe Rogan Worth More than $100 Million


Rogan’s full podcast library will become exclusive to Spotify before 2021.

Joe Rogan, a comedian, television host, and mixed martial arts commentator, signed a multiyear licensing deal with Spotify Technology. His podcasts will be available exclusively on Spotify with this $100 million deal, one of the largest deals in the podcast business. His full library, accumulated over the past 11 years, will hit the service September 1st and no longer be available on YouTube.

Launched in 2009, the Joe Rogan Experience collected a devoted fan base, spanning topics such as neuroscience, sports, health, comedy, and culture. Rogan’s “vodcast”—video podcast—format on YouTube spurred his popularity as one of the most influential and lucrative podcast hosts in recent years. His show consistently ranks at the top of Apple Podcast’s rankings, claiming second place on Tuesday.

Joe Rogan previously withheld his podcast from Spotify due to insufficient pay, as he generated significant revenue on other platforms, such as Alphabet Inc.’s YouTube. His sponsors include 23andME, Dollar Shave Club, and ZipRecruiter.

With the new licensing deal, Rogan assured continuity of content and access. “We’re going to be working with the same crew doing the exact same show,” Mr. Rogan said as he announced the deal on his podcast. “The only difference will be it will now be available on the largest audio platform in the world.” Under the new licensing deal, the podcast will still be available for free on both the ad-supported and premium tiers of Spotify accounts.

Rogan’s licensing deal follows a year in which Spotify, the largest music-streaming service by subscriptions, made heavy investments to expand beyond the music industry. Spotify has spend hundreds of millions of dollars acquiring entire companies, such as Gimlet Media and the Ringer, establishing itself as the top podcasting platform this year. With ad revenue from podcasts on the rise, Spotify taps into this growing market to differentiate itself from other music providers.

The licensing deal with Joe Rogan represents Spotify’s push to stand out as a one-stop-shop for auditory entertainment.

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