Joe Rogan's Spotify Move Added $2 Billion To The Streaming Platform's Value In 30 Minutes
More than a decade on from the day the first Joe Rogan Experience podcast hit the airwaves, the UFC Commentator/Stand-up comedian/podcaster/TV host remains one of pop culture's true Vegemite experiences. As lauded as he is for his podcast's dazzling ability to get a wide variety of guests on the show, the opinions that both he and some of his guests have shared on air have cemented him as one of the most controversial figures of the last decade or so.
But there still remains the indisputable fact that Rogan remains, for now at least, perhaps podcasting's most powerful figure. And after years of keeping access to his show relatively open, Spotify has pulled off one of its biggest ever coups by locking Rogan up to an exclusive licensing deal that'll see the JRE move exclusively to the platform at the end of 2020.
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,… https://t.co/7IRHET5eZo— Joe Rogan (@joerogan) May 19, 2020
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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!
The move, which according to a Wall Street Journal report is worth over $100 million USD to those concerned, seems like a hugely expensive one for a solitary podcast. But that doesn't necessarily do justice to the power of Rogan's podcast. The YouTube channel that hosts his podcasts has over 8 million subscribers, many of whom are avid, passionate fans of both Rogan and the guests he regularly has on his show, while his multiple weekly episodes are almost always featured in the Apple Podcast charts.
It's likely that switching to Spotify won't phase them, which means that the platform will get millions of extremely loyal returning users potentially overnight.
The move even proved enough to add a significant amount to Spotify's overall value, which jumped by more than $1.3 billion USD in market cap in the half an hour or so after Rogan announced the deal.
The money involved truly speaks to the overarching power of the podcast, which has prompted debate as much for hosting guests like InfoWars' Alex Jones on the show as it has for featuring politicians and and even presidential hopefuls like Bernie Sanders.