Spotify stock soars after Joe Rogan announces he's joining platform

Carla Harmon
May 22, 2020

By nabbing Rogan, Spotify isn't just continuing its wrestling match with pod incumbent Apple, it's breaching YouTube's turf.

One of the most popular podcasts in the world; The Joe Rogan Experience, now has a new, exclusive home: Spotify.

Spotify has worked to expand its podcast offerings in the past two years and landing Rogan's hugely popular show is a massive get. The JRE will debut on Spotify on September 1, and all of its content - including Rogan's video podcasts now available on YouTube - will become exclusive to the platform near the end of the year.

The streaming company announced it has secured Joe Rogan's entire podcast library, dating back 11 years. Bernie Sanders and atheist academic Richard Dawkins.

"We're going to be working with the same crew, doing the exact same show", he said. "They want me to just continue doing it the way I'm doing it right now". Snippets from the show will still be uploaded on to the video streaming service, but the full shows will only be on Spotify. That was enough to make him the highest-paid podcaster of 2019, but Rogan is now getting a very large raise. With almost 1,500 episodes, it is not only one of the most prolific podcasts, it's also now the most highly valued. Rogan's often three-hour-long chats with one person are a stark contrast to the 90-second-Instagram-video media pace that many thought was the way forward after the explosion of the smartphone over the past decade. Since then, Rogan's podcast has grown to become the most profitable podcast in the world, featuring a slew of famous guests.

The show has many sponsors including 23andMe, Dollar Shave Club and ZipRecruiter. That is easily one of the richest deals in the history of podcasting and shows how far the medium has come in recent years.

Shortly after the news dropped, the chief executive of a major podcast company texted me, "Game, set, match".

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