![]() Spotify need not change its primary goals of getting more subscribers and reducing churn. (Of course, Spotify must accurately isolate Rogan’s effect on its already-strong growth.) This isn’t a move to generate more advertising (see below) this is - or should be - an effort to gain loyal customers. Joe Rogan Inks Exclusive Multiyear Podcast Deal With Spotifyīy Billboard’s rough estimate, the Rogan deal pays off if he - and he alone - attracts 1.2 million to 1.7 million subscribers with a low churn rate, high ARPU (average revenue per user) and average gross margin. But $100 million isn’t obscene for a fast-growing company that had about $7.4 billion of revenue last year and expects between $8.4 billion and $8.8 billion this year. ![]() But Spotify can use its global presence to help Rogan gain international fans.Īt first blush, nine figures seems like a ridiculous sum for a single podcast without ownership. Los Angeles-based Rogan already has an audience outside of the U.S. Record labels and music publishers benefit when podcasts help attract and retain subscribers.ģ. ![]() Spotify’s licensing deal with the Joe Rogan Experience podcast for a reported $100 million can pay for itself by attracting fewer than 2 million subscribers.Ģ. 1 on Stitcher’s list of top podcasts.) The streaming giant paid handsomely, a reported $100 million for a multi-year licensing agreement for a global exclusive.ġ. 2 on Chartable’s list of Apple podcasts in the U.S. Obviously, Spotify wants JRE, launched in December 2009, because it’s one of - if not the - most popular podcasts in the U.S. In the last month, iHeartRadio, through a deal with WarnerMedia, and SiriusXM, through its acquisition of podcast app Stitcher, have attempted to keep pace with the leader of the pack, Spotify.Īmidst a flurry of dealmaking for original content was Spotify’s exclusive deal with Joe Rogan’s widely popular podcast, The Joe Rogan Experience. ![]() ![]() Podcasting has become an arms race as major streaming and broadcast companies acquire companies and launch partnerships with celebrities for original programming. ![]()
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