Spotify Announces the End of Exclusive Deal with Joe Rogan’s Podcast
Spotify has recently announced the termination of its exclusive partnership with popular podcaster Joe Rogan. The streaming platform revealed that “The Joe Rogan Experience” will no longer be limited to the audio app and will now be distributed across various platforms, including Apple, Amazon, and YouTube. This move marks the end of Spotify’s exclusive podcast lineup.
“The Joe Rogan Experience” has been Spotify’s sole exclusive podcast, and the company confirmed that it will now be available on other platforms. However, Spotify has not disclosed the specific terms of the new partnership deal with Rogan.
Joe Rogan initially launched his podcast in 2009, and over the past three years, “The Joe Rogan Experience” has consistently ranked as the number-one podcast worldwide. Despite its immense popularity, the show has also faced controversy, particularly during the pandemic due to Rogan’s skepticism about Covid-19.
In 2020, Spotify secured a multi-year exclusive licensing deal for “The Joe Rogan Experience” as part of its strategy to become the go-to platform for the biggest podcasts globally. The streaming giant had invested over $500 million in podcast-producing studios and redesigned its app in 2019 to prioritize podcasts.
Spotify’s association with Joe Rogan proved to be fruitful, as the company reported a significant increase in overall podcast consumption on its platform during the exclusivity period, with a staggering 232% growth. This surge in listenership attracted a diverse range of advertisers, leading to an 80% increase in revenue since 2021.
However, despite the success of “The Joe Rogan Experience,” Spotify has faced challenges, prompting a shift in its exclusivity strategy. In 2023, the company laid off 200 employees from its podcasting unit and began reducing its exclusive podcast deals.
The termination of the exclusive partnership with Joe Rogan signifies a change in Spotify’s approach to podcasting. The streaming platform is now focusing on expanding its reach by making popular podcasts available on multiple platforms, rather than keeping them exclusive to its app.
In conclusion, Spotify’s exclusive deal with Joe Rogan’s podcast has come to an end, allowing “The Joe Rogan Experience” to be distributed on various platforms such as Apple, Amazon, and YouTube. While the podcast’s exclusivity period brought significant growth to Spotify’s podcast consumption and revenue, the company has decided to shift its strategy and move away from exclusive deals. This move reflects Spotify’s aim to reach a wider audience and adapt to the evolving podcasting landscape.