Kate Mills 
Feb 04, 2024
Spotify has announced that it has successfully secured a deal with the popular American comedian and podcaster Joe Rogan.
With the deal stretching for an unspecified number of years, the music streaming giant aims to make the most of Rigan's popularity and multiply its advertising revenue.
The Joe Rogan Experience podcast, first launched in 2009, has been part of the subscription-based exclusive content on the platform, which Spotify endorses as the most-listened-to podcast all around the world.
Read more: How to listen to audiobooks on Spotify
Rogan's podcast will soon be available on other platforms such as Apple, Amazon and YouTube, according to the company, as reported by Reuters.
Since 2009, the year when he started his show, Rogan has invited and talked to tycoons — from a range of industries and professions, such as film director Quentin Tarantino, singer Miley Cyrus and Tesla CEO Elon Musk — in great detail.
With this development, the company is willing to prosper its ad-based earnings by utilising its advertising marketplace for podcast publishers and creators - the Spotify Audience Network.
"Since the podcast has been exclusive to Spotify, overall podcast consumption on the platform has increased by 232pc," Spotify said in a statement. Meanwhile, the company also added that last year it generated 80pc more ad revenue than it earned in 2021.
The deal with Rogan, worth around $250 million as per an estimate, extends an upfront minimum guarantee along with a revenue share based on ad revenue, Reuters cited the Wall Street Journal as stating. However, Spotify declared the worth of the deal, quoted by WSJ, as incorrect.
