Spotify’s podcast unique days are over as Joe Rogan’s present expands to different platforms

Controversies and PR complications weren’t sufficient to dissuade Spotify from re-upping its settlement with podcaster Joe Rogan, whose present over the previous couple of years drove divisions amongst music followers and artists alike and even prompted some large names, like Neil Younger, to pull their catalogs from the streaming service. Regardless, the present remained widespread sufficient to earn the highest spot as customers’ most-listened-to podcast yearly since coming to Spotify in 2020. Now, Spotify’s relationship with the podcaster continues, as the corporate introduced a brand new, multi-year settlement with Rogan, estimated at $250 million over its time period, based on The Wall Road Journal.

The deal will provide Rogan a minimal assure upfront together with a minimize of the advert gross sales, the Journal mentioned. Critically, Rogan’s present will now not be unique to Spotify.

Rogan’s cope with Spotify took place at a time when the corporate’s technique was targeted on constructing a set of unique and unique packages to make its service extra aggressive with Apple Podcasts and others. The corporate invested billions to construct its podcast enterprise, investing in studio and IP acquisitions in addition to new applied sciences, together with advert tech, earlier than shifting course final yr. Spotify’s head of its podcast enterprise, Daybreak Ostroff resigned, and the corporate performed layoffs. Below Ostroff’s lead, Spotify had snatched up studios like Parcast, The Ringer, and Gimlet Media, and signed unique offers with Rogan, Alex Cooper (“Name Her Daddy”), and Dax Shepard.

This week, information broke that Cooper’s present would now not be restricted to Spotify, and would launch on different audio platforms, like Apple. Video of the present, nevertheless, would stay on Spotify. The transfer follows others that had seen Spotify loosening its grip on its exclusives, like final yr’s information that Gimlet would develop its reveals to different platforms. Shepard’s “Armchair Professional” and “something goes with emma chamberlain,” had additionally rolled out extra broadly, leaving Rogan’s present as Spotify’s remaining unique. And now it’s no extra.

Spotify’s change in route comes as the corporate continues to wrestle to recurrently flip a revenue, having reported its first quarterly revenue in a yr and a half again in October. By making the previous exclusives obtainable throughout extra platforms, Spotify may have the flexibility to develop the advert {dollars} these reveals ship. That will now be extra fascinating than holding them locked up as an incentive for brand spanking new subscribers.

It might additionally take among the warmth off Spotify when Rogan wades into controversial territory. In 2022, the streamer confronted backlash after Rogan was accused of utilizing his platform to unfold misinformation. That led Spotify to regulate its insurance policies and embrace content material advisories, however finally the artist departures, the #cancelspotify marketing campaign, and the detrimental headlines didn’t impression Spotify’s paid subscriber numbers on the time, nor support Spotify’s streaming rivals.

“JRE stays podcasting’s king, persistently rating because the most-listened-to podcast globally and our customers have ranked the present as Spotify’s Wrapped high podcast every year since 2020,” famous Spotify in immediately’s weblog publish. The corporate mentioned JRE now has over 2,200 episodes obtainable, and there’s “a lot extra forward” within the years to come back.

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