Podcasts also let Spotify serve ads to its paying subscribers, a valuable target. “More non-music listening will improve its negotiating position with the major record labels, a small group of companies with must-carry content for any music streamer. But podcasts are a strategically important category for Spotify, and the deal gives them exclusive rights to the biggest show going.” Is Rogan worth $200 million? Maybe not in isolation.
Obviously you have to set that against controversy, bad press, and artists leaving in protest. His ad-reads are reportedly very effective, even among podcast ads- his audience listens to him. He said: “Rogan is the biggest podcast in the US, maybe the world. Joseph Evans, head of tech at Enders Analysis, told Mediatel News Spotify has “good strategic reasons” to increase podcast listening on its service. UK TV landmark as Netflix and Disney become BARB subscribers Spotify has since removed 70 archived episodes of the podcast, and put Covid-19 advisories on certain episodes, but is The Joe Rogan Experience still worth the money for the music streaming giant? It has recently come more into the spotlight as artists like Neil Young, Joni Mitchell and India Arie have withdrawn their music from the streaming platform in protest at the podcast’s alleged Covid misinformation and use of racist language. It was the most listened-to podcast in the US last year with a reported average of 11 million listeners per episode. The Joe Rogan Experience just released episode 1780, having been broadcast since 2009, with multiple episodes dropping each week which can run between 90 minutes and over four hours long. Two Spotify sources told The New York Times Spotify’s deal for The Joe Rogan Experience in May 2020 was worth $200m, when it was previously reported, but never confirmed, to be half that amount. Spotify’s deal with Joe Rogan for exclusive hosting rights to his podcast was reported last week to be double previously thought.
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