In a tectonic shift in the podcasting world, the 'Joe Rogan experience' will be moving exclusively to Spotify later this year
On September 1 Joe Rogan’s entire library of content will be available on the platform, and later this year at some undisclosed point, all audio and video willhis podcast had over 190 million monthly downloads. It’s certainly grown since then, and top episodes get millions of additional views on YouTube, meaning he’s likely over 200 million monthly listens and views.
The video announcement is particularly major, because Joe Rogan has 8.41 million subscribers on YouTube, which likely translates into hundreds of thousands of dollars in revenue for him monthly ... and will largely go away over time as he reduces his content publication there. However, according to the Wall Street Journal, the Spotify licensing deal is worth north of $100 million for Joe Rogan, which will more than compensate for that loss of revenue.
Currently, the Joe Rogan Experience is the second-ranked podcast across Apple Podcasts. It’s often ranked first.Rogan says nothing will change except the platform the show is available on. “It will be the exact same show,” Rogan says. “I am not going to be an employee of Spotify. We’re going to be working with the same crew doing the exact same show.”Spotify clearly hopes this will draw significant listenership to its platform. Currently, the platform trails Apple Podcasts and other platforms,to podcasting platform Anchor. As of late 2018, Apple held 52% of the market, while Spotify had 19%.
Spotify is clearly betting that Joe Rogan’s fans love him enough to follow him to Spotify, and then produce a halo effect on other podcasts on Spotify, which it can then use to sell memberships and ads. In addition to his podcast subscribers and YouTube viewers, Rogan has 9.4 million followers on Instagram, 2.4 million likes on his Facebook fan page, and six million followers on Twitter, so he’s definitely a cultural force.
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