How Much Did Spotify Pay Joe Rogan? Over $200 Million, Report Suggests
Spotify reportedly paid a minimum of $200 million to bring the 'The Joe Rogan Experience' and the eponymous host to its platform, roughly double the price initially thought. Spotify’s podcast ambitions are no secret, but it truly made a splash when it announced in May 2020 that it had inked a multi-year exclusive licensing deal with Rogan. Back then, the deal was reported to be worth over $100 million, which continues to be one of the biggest podcast deals of its kind to date.
Rogan is the biggest name in the podcasting industry, and as per Nielsen's 2021 Q3 Media Ratings, Rogan's podcast brings in an average audience of 11 million listeners per episode. Interestingly, Spotify didn’t push Rogan’s wildly popular show behind a paywall, hosting both the audio and video version on its platform. Spotify has praised Rogan and the show in the past, noting in April last year that the podcast had “performed above expectations.”
Related: Joe Rogan Says Timing Makes the $100 Million Spotify Deal ‘Feel Gross’
It appears that the bid to land Rogan was twice as expensive than previously reported. According to The New York Times, Spotify paid “at least $200 million” for the three-and-a-half-year exclusive platform partnership. The amount may have been even higher, says the report, citing sources familiar with developments. For that hefty sum of money, Spotify ported over the entire library of Rogan’s podcast to its streaming platform, even though some of them have now been removed. The deal appears to have worked for Spotify as it locks horns with names like Google, Apple, and Amazon to lead the lucrative podcast market, and all the revenue that comes with it.
Lately, things have been less than favorable for both parties. Rogan
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