Spotify could similarly experiment by making Rogan’s videos exclusive but allowing the audio to have wider release (essentially the opposite of the deal it has currently). Moreover, while Chamberlain’s audio podcast used to be exclusive to Spotify, her new deal gives the audio a wide release but keeps the videos exclusive to Spotify. In contrast to past celebrity deals, Spotify’s new deal with Trevor Noah will create a Spotify original podcast, but it will not be exclusive to the platform. However, Spotify’s approach to exclusivity is becoming more flexible. The future of Rogan’s contract comes down to exclusivity: can Spotify afford to keep him as an exclusive talent? Exclusivity has been the foundation of Spotify’s podcast vertical, but it is a double-edged sword. Maybe – 58%: Exclusivity is up for debate Rogan could be one of the podcast creators to seek an exclusive deal elsewhere, and his listeners on Spotify would presumably follow. However, Rogan built a substantial audience on YouTube before he signed with Spotify, and with his new listeners, he can spread his content even further by returning to releasing his content independently or on another platform. Perhaps Spotify no longer needs exclusives. At this point, Spotify’s celebrity exclusives have done their job, as Spotify is now a top podcast platform. The Obamas reportedly left in part for the opportunity to release their shows widely.

The fundamental question is: how does.įor some of the Spotify deals that have ended, the content will likely still be distributed to Spotify - just not exclusively. Plus, Spotify could ultimately decide that Rogan’s controversial views are causing too much harm to users’ (and artists’) view of the company.ĭespite extensive efforts by radio broadcasters to redress the digital shift with offerings like podcasts and streaming apps, radio’s audience continues to fall. Spotify must also consider the cost of renewing other high-profile deals, such as that of Kim Kardashian, who has yet to announce the second season of her reportedly $100 million series.

Ek has promised to stop “overspending” on podcasts, and Rogan will likely want an even more lucrative deal this time around. Still, the audience and ad revenue that Rogan brings might not be enough to afford his renewal. Not a chance – 8%: Joe Rogan does not need Spotify (and Spotify cannot afford him) As Rogan still publishes his podcast videos on YouTube, it may be worth Spotify paying him even more for exclusive access. Spotify’s new home screen features video content for all its verticals, competing with social video platforms, including YouTube, the top podcast platform. Spotify could pay Rogan even more to make all of his content exclusive, including podcast videos. For example, Cooper’s contract is also pending renewal in 2024, and she is starting her own Gen Z entertainment venture. Moreover, with other talents exiting their Spotify deals, Spotify could become even more reliant on Rogan. In the fragmented, saturated entertainment landscape, it is becoming increasingly difficult to create a “hit” podcast, making Rogan’s even more valuable. Despite this backlash (or perhaps because of it), Rogan’s audience is growing Spotify’s podcast userbase, and has helped Spotify establish itself as a leader in the market. Rogan re-ignited old controversies in a recent interview with Robert F Kennedy Jr, which touched on Coronavirus conspiracy theories.

Rogan’s estimated listener reach and ad revenue has been enough for Spotify to continue hosting him exclusively, despite his controversial content. Spotify’s podcast vertical largely revolves around a handful of top talents: Rogan, Alex Cooper, and more recently, Emma Chamberlain. So, will Spotify renew Rogan’s contract? Let us explore the options.Ībsolutely – 33%: Spotify needs Joe Rogan

CEO Daniel Ek even promised that the company will not “overpay or overinvest” in future podcast deals. Alongside layoffs, Spotify recently announced a shift in strategy to focus on independent creators and roll back exclusive content. Several of Spotify’s other exclusive podcasting deals have unravelled, including one with Prince Harry and Meghan Markle, and another with the Obamas. Rogan’s contract is reportedly up at the end of 2023. In response to backlash, Spotify formed the Safety Advisory Council and removed many of Rogan’s episodes. However, his content continues to spark political controversy, prompting artists Neil Young and Joni Mitchell to temporarily leave the platform. Rogan’s podcast consistently tops Spotify’s charts and is estimated to garner over 11 million listeners per episode. Signed to Spotify in 2020 for reportedly over $200 million, Rogan helped cement the platform’s audio shift. Last week, MIDiA polled readers on their predictions for the future of Joe Rogan’s Spotify contract.

Spotify joe rogan contract