Already, Anchor has helped create 70 percent of shows, as per Spotify’s report from the first quarter of 2020. And Spotify’s recently acquired company, Anchor will help create more shows. Rogan’s influence will inspire other podcasters to follow his lead. In early May, Spotify started testing video podcasts in its app with two Youtube stars: Zane Hijazi and Heath Hussar, hosts of Zane and Heath: Unfiltered. At least it was.īut Spotify has made it clear that it’s planning to expand the competition. Its main competition? Apple Music, which leads the rank in podcast players. Their dream is clear: Spotify wants to blow its competition out of the water. It has also committed to exclusive deals with other prominent names, like Amy Schumer and Joe Budden. In February, Spotify paid up to $196 million in cash to acquire Bill Simmons’ flagship show, The Ringer. Long before the deal with Rogan, Spotify has been spending big on talent acquisition. Last year, the company made three key acquisitions, reportedly spending around $400 million combined on two podcast networks - Gimlet Media, and Parcast - and one company that offers podcast creation tools, Anchor. Spotify’s Strategy: Podcast Ambitions & New Competitionįor Spotify, signing Rogan is the next step of its core strategic plan for its podcasting ambitions and exclusive deals. And perhaps so, after the news broke, Spotify’s stock price surged by nearly 10 percent. These numbers are quite alluring for advertisers. Last year, he reportedly made $30 million. With a staff of four and a microphone, Rogan garners over 190 million downloads per month. For one, the infamous meme of Elon Musk smoking pot was born in the stage of Rogan’s podcast. His podcasts are mostly fun, but as equally controversial. His one rule is that he doesn’t follow conventional rules. He runs a two-hour long show daily exploiting YouTube’s algorithm which favors long videos. Rogan started his podcast The Joe Rogan Experience in 2009. The agreement, as described by Spotify, would make the podcast free for all of its 286 million users.įor podcasts, this deal is unprecedented: Rogan will most likely earn more money than most musicians on Spotify.īut the 52-year-old is no ordinary podcaster he is arguably the Michael Jordan of podcasts. The deal could be worth more than $100 million, according to The Wall Street Journal. On May 20, 2020, Joe Rogan announced an exclusive, multiyear deal with Spotify.
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