The Joe Rogan Experiment
Two weeks ago, Spotify re-signed podcaster Joe Rogan to a new $250 million multiyear deal. Compared to the hoopla that surrounded the company’s initial deal with Rogan, the renewal seemed to fly under the radar of some. The new deal is a significantly different one from the first. Instead of an exclusivity arrangement in which Joe Rogan’s podcast, “The Joe Rogan Experience,” would only be available on Spotify, the new deal will result in the podcast returning to other platforms but this time with an accompanying ad revenue share arrangement between Spotify and Rogan. The change in deals offers insights into how the Joe Rogan experiment didn’t turn out as Spotify hoped and reflects where the podcasting industry is today.
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