From Nasdaq:

Spotify Technology SA announces a multi-year deal with Joe Rogan to boost advertising revenue, leveraging the popularity of his “Joe Rogan Experience” podcast. The show, exclusive on Spotify since 2020, will soon be available on other platforms. Overall podcast consumption on Spotify has increased by 232% since it became exclusive. Revenue increased by 80% last year. The multi-year deal is estimated to be worth as much as $250 million, with an upfront minimum guarantee and a revenue sharing agreement based on ad sales.

The deal, however, might be worth more than estimated. Spotify made a major push into podcasts in 2015, purchasing Gimlet Media and Anchor FM in 2019. The company also signed exclusive deals with other notable figures, including Kim Kardashian and Barack Obama. With the new deal, Spotify is focused on maximizing ad revenue using the Spotify Audience Network, a marketplace for podcast publishers and creators.

Spotify declined to comment on the terms of the deal but stated that the reported value was incorrect. The deal with Joe Rogan is part of the company’s strategy to expand its podcasting platform and increase ad revenue. The move is aimed at solidifying Spotify’s position in the competitive podcasting space.



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