sources spotify joe rogan harry obamascarmanbloomberg

A study by The Verge showed Rogan gained fans when he first made the exclusive podcasting deal. Signing an exclusive deal with Rogan could “make” Spotify as a podcasting platform of choice (and audio empire generally), or it could see Rogan lose fans who couldn’t be bothered to move with him. Winer made the conscious decision to make RSS free and universal, in order to preserve a democratic ethos for podcasting similar to the recently created blogs he loved. In 2001, US “media hacker” Dave Winer made public RSS, the Really Simple Syndication feed that could automatically “drop” a podcast episode online to a subscriber. Prior to Rogan signing for Spotify, exclusivity in podcasting was unheard of. The rest of the country should start paying attention.”

The Atlantic places gender at the heart of his appeal, suggesting “ understands men in America better than most people do.

Some 57% of his audience reports earning over $50k per year, with 19% making over $100k”, with an average age of 24. Media Monitors says Rogan’s listenership is “71% male and evenly split between high school and post-secondary graduates. What’s important about Joe Rogan is also the type of listener he attracts. Spotify’s other stellar podcast hosts include Barack Obama and Bruce Springsteen, Prince Harry and Meghan Markle. Spotify can justify the spectacular outlay: there is a ton of advertising dollars to be made in spoken word audio, where podcasting is eating up what was once radio’s domain. The reason? “A musician would need to generate 23 billion streams on Spotify to earn what they’re paying Joe Rogan for his podcast rights”. As music journalist Ted Gioia put it in May 2020, “Spotify values Rogan more than any musician in the history of the world”. The deal was a gamble, but one based on the numbers.

Before this, podcasts were everywhere, and their “platform agnostic” status was central to their appeal for creators and audiences. When Spotify signed a US$100 million deal with Rogan in 2020 for the exclusive rights to his podcast the industry took notice.

Sources spotify joe rogan harry obamascarmanbloomberg