This is huge news. Spotify has been quickly becoming one of the most recognized names in the podcasting medium. And now they’ve partnered up with one of the biggest podcasts around.
Today, Joe Rogan made the announcement that The Joe Rogan Experience will be moving. Spotify has enticed Rogan with a massive multi-year licensing deal. By September, the podcast will be featured on Spotify. Then by the end of the year, the show and its 10+ year library of shows will be a Spotify exclusive. Most notably, the show will continue to be the same exact show and free for all, just now with a different home. Spotify will also exclusively host full video episodes of the show while clips will still be available for free on Youtube. Rogan will retain complete creative control over the show.
The Joe Rogan Experience is definitely the biggest name in podcasting. Over the past decade, it has become a staple in both the podcast and comedy community, and appearing on the show has almost sort of become a right of passage. Once you’ve made it on Joe Rogan’s podcast, there’s no doubt that you’ve officially made it.
While Spotify has made some big acquisitions recently in its quest to claw some of the podcasting business from Apple, this is easily the largest announcement in that race.
There is no word yet on how much this move cost Spotify, but if we can apply some show value here based on estimates…
– Many people we’ve spoken seem to feel Rogan earns an estimated $25,000 per ad read on his show
– He performs 5-6 ad reads per episode
– 3 episodes air weekly
– That’s an estimated $450,000 per week
– $1.8M per month
– $21M per year
Spotify is also handling Rogen’s video content as part of this deal. With full episodes and 3 clips or so per episode hitting Youtube, each of which easily pull in 2-10 million views per clip video probably accounts for a few million dollars annually in ad revenue. Last year Rogan topped Forbes’ list of highest paid podcasters, stating he earned an estimated $30M in 2019, a number on par with our estimated math above.
Add it all up and we’re looking at a significant payday for Mr. Rogan and his podcast yearly which Spotify more than likely made worth his time. UPDATE: According to a source at The Wall Street Journal, the deal was worth more than $100 Million. NY Magazine believes the number is closer to $200 Million. While Spotify recently dolled out around $140-$150 Million for podcast networks like Gimlet and The Ringer, that was for multiple podcasts, not a singular show like Rogan.
Check out the announcement…
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Announcement: the podcast is moving to @spotify! Starting on September 1 the podcast will be available on Spotify as well as all platforms, and then at the end of the year it will move exclusively to Spotify, including the video version. It will remain FREE, and it will be the exact same show. It’s just a licensing deal, so Spotify won’t have any creative control over the show. They want me to just continue doing it the way I’m doing it right now. We will still have clips up on YouTube but full versions of the show will only be on Spotify after the end of the year. I’m excited to have the support of the largest audio platform in the world and I hope you folks are there when we make the switch!