The Joe Rogan Experience (JRE) is one of the most popular podcasts on Spotify. Some believe that the platform, which was already successful for its music streaming service, used an exclusive license instead per-stream-rate to deal with Joe Rogan to make itself a podcasting powerhouse.
It is easy to understand why people would believe this because each episode of the show attracts 11 million listeners on average. Multiplying that by 16 to 20 episodes each month, you realize the outrageous traffic JRE alone pulls to the Spotify platform.
Joe Rogan has made a fortune from his show. Officially, his exclusive licensing deal with Spotify in 2020 was worth $100 million. This meant that every new episode from September that year would only be available on the platform. It also had the right to make all other episodes before the deal available to its users.
Spotify has reaped massive benefits from this deal too. The company’s shares rose more than 8% right after the deal was announced to the public. An internal newsletter leak also claimed that JRE accounted for about 5% of the total podcast traffic on the platform.
The deal has, however, come under much scrutiny recently. Sources claim that the actual value was $200 million instead of the initial amount officially reported.
The details of the deal are not problems for Joe Rogan, though. He has made millions from Spotify; enough to last him the rest of his lifetime.