Spotify Strikes Exclusive Podcast Deal With Joe Rogan -- Update
May 19 2020 - 3:39PM
Dow Jones News
By Anne Steele
Joe Rogan is taking his podcast exclusively to Spotify
Technology SA.
The comedian, television host and mixed martial arts commentator
has become one of the most influential and lucrative podcast hosts
in recent years, especially with his popular "vodcast" -- video
podcast -- format on YouTube.
Mr. Rogan, 52 years old, had so far withheld his podcast from
Spotify, saying the streaming service doesn't pay enough and he had
been generating significant revenue on other services such as
Alphabet Inc.'s YouTube. His full library, dating back 11 years, is
to hit the service Sept. 1, and become exclusive to Spotify after
that, before the end of the year. His video podcasts, which will
also appear on Spotify, will no longer be available on YouTube.
The company didn't disclose financial terms or specific length
of the multiyear licensing deal.
Launched in 2009, the Joe Rogan Experience has built an avid fan
base discussing wide-ranging topics from neuroscience, sports and
health to comedy and culture. His show consistently ranks at the
top of Apple Podcast's rankings, sitting at No. 2 on Tuesday.
Mr. Rogan's many sponsors include 23andMe, Dollar Shave Club and
ZipRecruiter.
"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
Tuesday. "The only difference will be it will now be available on
the largest audio platform in the world."
He also assured fans the podcast will still be available free on
both Spotify's ad-supported and premium tiers.
The deal comes after a year in which Spotify, the largest
music-streaming service by subscriptions, has made heavy
investments in podcasting -- including acquisitions of Gimlet Media
as well as Bill Simmons's the Ringer -- as it recasts itself as
more than just a music service. The company sees exclusive and
original podcasts as a way to differentiate itself from other music
services. It became the single biggest podcasting platform earlier
this year, according to Midia Research.
U.S. ad revenue from podcasts rose an estimated 42% last year,
to $678.7 million, according to the Interactive Advertising
Bureau.
Dow Jones & Co., publisher of The Wall Street Journal, has a
content partnership with Spotify's Gimlet unit.
Write to Anne Steele at Anne.Steele@wsj.com
(END) Dow Jones Newswires
May 19, 2020 15:24 ET (19:24 GMT)
Copyright (c) 2020 Dow Jones & Company, Inc.
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