Spotify deal with Joe Rogan actually worth more than $200 million, report claims

Shawn Knight

Posts: 14,127   +154
Staff member
In brief: When Spotify inked a licensing agreement with Joe Rogan in mid-2020 to bring his popular podcast to the streaming service, rumors at the time suggested the deal was valued north of $100 million. Apparently it was way north of that figure.

The New York Times now claims the true value of the three-and-a-half-year deal was at least $200 million, with the possibility of more (presumably based on hitting performance goals).

As anticipated, onboarding The Joe Rogan Experience helped position Spotify as a top player in the podcasting world. The deal also came with some risk, as Rogan is viewed by some to be a controversial figure.

Last month, musician Neil Young demanded Spotify remove his music over comments made on Rogan’s podcast regarding vaccine information.

The streaming giant obliged, and in the weeks since, more musicians have left the service. Spotify did add content advisory notifications to select episodes of Rogan’s podcast, and CEO Daniel Ek, said the company would invest $100 million for the “licensing, development and marketing” of audio and music “from historically marginalized groups.”

Spotify sought to diversify its offerings with the introduction of video to its platform years ago, but the effort largely fell short and didn’t generate the additional stream of revenue Spotify was looking for to supplement its music business. The company didn’t want to strike out again with podcasting, so they swung for the fences with Rogan and offered him a huge sum of money to sign on the dotted line.

Image credit: Alexander Shatov

Permalink to story.

 

p51d007

Posts: 3,149   +2,652
Here's my take. I'm conservative. Have been all my life.
I don't care what's on tv, radio, internet, newspapers etc. If it is something I don't like, I IGNORE IT. That's my take on the 1st amendment type "stuff". If you don't care for it, just don't watch, read, listen to it.

All this cancel garbage isn't going to end well (USA). Once you start removing/canceling stuff, eventually they will cancel something you like, and then what?
 

Dimitriid

Posts: 2,203   +4,239
I understand people listen to this *****...I just don't know why?

Rogan is the default position for the most over-valuated demographic: young, cishet white males. See people want to think he represents the default "every day guy" position on most issues.

This doesn't means that *all people* believe this things or align with some of the nonsense like anti-vaxx stuff. However there is a fairly clear confirmation bias on the side of advertisers that consider Rogan's demographic the ultimate, most profitable one.

Or in other words to quote Homer Simpson: “I'm a white male, age 18 to 49. Everyone listens to me, no matter how dumb my suggestions are.”

Ultimately though, Joe Rogan is not nearly as profitable as Spotify makes him out to be since it's all BS: Spotify would be able to attract millions of other demographics specifically to it's podcast sections if they valued the opinions and advertising dollars of those other "demographics" but well, why take *any* kind of risk when you can just have Homer Simpson: The Podcast.
 

kiwigraeme

Posts: 1,029   +768
We don't need Joes podcast we have ourselves . Never listened to any podcast - I'm sure there are some I would really like .
I'm just of the opinion - no one is a guru , has all the answers etc
What I'm curious about is the economics of it all.
Is it the subscriber numbers?- I just assumed most people want music.
Is it that most of Joes listeners are not advert free - and you can bombard them will adverts for games, guns and Viagra .
I suppose 30 Million extra subscribers easily pays for him - so long as not too heavy users of music
 

hahahanoobs

Posts: 4,433   +2,409
I listened to and watched maybe 10-15 episodes before the Spotify deal. Liked him a lot as UFC commentator. Some of his stand up...

I would describe the podcast as a show about nothing with off the wall guests and topics. Def not where I would go to hear people talk about the big 3 things you shouldn't talk to strangers about. Race, religion and politics. Arguments are usually what sounds good to the individual, not the majority.

The last one I watched was the one with Alex Jones. It's funny, because Joe basically fact checked him in real-time, because of the controversy sourounding Alex, meanwhile look what Joe's in trouble for now? He thinks ivermectin and the other stuff he took got him through COVID, when there are thousands of us that got COVID and just stayed home a couple days or didn't even know we had it. He went overboard with the remedies and claims he saved his own life and others and wants praise for it. I can live without that podcast.
 

Plutoisaplanet

Posts: 694   +1,089
Rogan is the default position for the most over-valuated demographic: young, cishet white males. See people want to think he represents the default "every day guy" position on most issues.
Is it actually the most overvalued demographic for podcasts? When you break down demographics like that, Joe Rogan captures the largest demographic.
We don't need Joes podcast we have ourselves . Never listened to any podcast - I'm sure there are some I would really like .
I'm just of the opinion - no one is a guru , has all the answers etc
That’s the point of Joe Rogan’s podcast, every episode is an interview. You’re not actually listening to Joe so much as you are his guests, which are never just people of the same opinions. “No one has all the answers” is exactly what makes his podcast enlightening.
 

scavengerspc

Posts: 2,577   +2,802
TechSpot Elite
Here's my take. I'm conservative. Have been all my life.
I don't care what's on tv, radio, internet, newspapers etc. If it is something I don't like, I IGNORE IT. That's my take on the 1st amendment type "stuff". If you don't care for it, just don't watch, read, listen to it.

All this cancel garbage isn't going to end well (USA). Once you start removing/canceling stuff, eventually they will cancel something you like, and then what?
I like this, and it reminded me of the Anne Frank quote.

"Then they came for the trade unionists, and I did not speak out— because I was not a trade unionist. Then they came for the Jews, and I did not speak out—because I was not a Jew. Then they came for me—and there was no one left to speak for me."
 

Duke9192

Posts: 57   +77
Rogan is the default position for the most over-valuated demographic: young, cishet white males. See people want to think he represents the default "every day guy" position on most issues.

This doesn't means that *all people* believe this things or align with some of the nonsense like anti-vaxx stuff. However there is a fairly clear confirmation bias on the side of advertisers that consider Rogan's demographic the ultimate, most profitable one.

Or in other words to quote Homer Simpson: “I'm a white male, age 18 to 49. Everyone listens to me, no matter how dumb my suggestions are.”

Ultimately though, Joe Rogan is not nearly as profitable as Spotify makes him out to be since it's all BS: Spotify would be able to attract millions of other demographics specifically to it's podcast sections if they valued the opinions and advertising dollars of those other "demographics" but well, why take *any* kind of risk when you can just have Homer Simpson: The Podcast.

Can you see Joe Rogan's skin color on Spotify? I mean really, what is wrong with you for thinking everything is attributable to skin color?? Spotify doesn't think any of that stuff you said, they see dollar signs and that's why they brought Joe on. Has Joe ever coerced Spotify to remove someone from its platform because he didn't like what that someone had to say? Nope. Let people say what they need to say and judge for yourself. When you think people have no right to hear what others have to say or vice versa, you are wrong, sir. Neil Young must really think people are too dumb to choose what's right for themselves. What a bigot.
 

umbala

Posts: 603   +1,007
Is it actually the most overvalued demographic for podcasts? When you break down demographics like that, Joe Rogan captures the largest demographic.
That’s the point of Joe Rogan’s podcast, every episode is an interview. You’re not actually listening to Joe so much as you are his guests, which are never just people of the same opinions. “No one has all the answers” is exactly what makes his podcast enlightening.
Enlightening podcasts? LOL! That's hilarious. No one has all the answers? Yeah, that's true. You know what else is true? SOME people have SOME of the answers, and Joe Rogan is NOT one of those people. Joe Rogan is a popular ***** for the exact same reason Donald Trump was a popular *****: morons seek out other morons. Reminds me of this great saying, never underestimate the power of stupid people in large groups.
 

Vanderlinde

Posts: 138   +93
So spotify basicly gambles, with all the subscription money monthly involved?

Great. So even on HQ they coud'nt even produce a single audio stream that was better or sounded better then any of the old skool flac or 480kbps MP3's ive found back on my harddrive(s).

 

Mithan

Posts: 131   +146
I understand people listen to this *****...I just don't know why?

The reason you don't understand why people may listen to this is simply because you have pre-conceived notions of what it is, and have never taken the time to listen to some of the conversations.

The comedians and such he brings on are boring (IMO), but he brings on a lot of scientists or other important people like Neil Degrasse Tyson and Sam Harris and the conversations are interesting.

Obviously, this also means he brings on some people I would term "*****s" who want to push Ivermectin or whatever, but you can simply choose to not listen to those people.


 

wiyosaya

Posts: 7,694   +6,633
I'll begin by saying I have never listened to Rogan and I highly doubt I ever will.
The last one I watched was the one with Alex Jones. It's funny, because Joe basically fact checked him in real-time, because of the controversy sourounding Alex, meanwhile look what Joe's in trouble for now? He thinks ivermectin and the other stuff he took got him through COVID, when there are thousands of us that got COVID and just stayed home a couple days or didn't even know we had it. He went overboard with the remedies and claims he saved his own life and others and wants praise for it. I can live without that podcast.
So Rogan thinks that because he got better after taking Ivermectin, it was the Ivermectin that made him better?? 🤣 IMO, the reality is there is absolutely no science behind that, and because there might be a correlation there in no way means that if there is a correlation there, that the correlation equals causation.

Interestingly, I recently read a scientific study that says that 35% of the population have natural immunity to COVID https://www.nature.com/articles/s41586-020-2598-9.pdf Given this, IMO, it is far more likely that ivermectin had absolutely nothing to do with Rogan's recovery. With at least one study that suggested ivermectin is/was effective as a covid treatment withdrawn https://www.theguardian.com/science...vid-treatment-withdrawn-over-ethical-concerns I think it far more likely that ivermectin was not the reason that Rogan recovered from covid. Much more likely is that Rogan's own immune system is the reason that he recovered from COVID. But people believe Rogan and his crap. Rogan might just as well, IMO, have said "I took a :poop: and I recovered from Covid." There's about as much weight in that statement as is in him saying "I took ivermectin and recovered from covid."


Enlightening podcasts? LOL! That's hilarious. No one has all the answers? Yeah, that's true. You know what else is true? SOME people have SOME of the answers, and Joe Rogan is NOT one of those people. Joe Rogan is a popular ***** for the exact same reason Donald Trump was a popular *****: morons seek out other morons. Reminds me of this great saying, never underestimate the power of stupid people in large groups.
Absolutely. I agree. Rogan is a *****. I don't care who he has on his show. If I want to hear an interview with Neil Degrasse-Tyson, I will find one on You Tube that is not conducted by Joe Rogan
All this cancel garbage isn't going to end well (USA). Once you start removing/canceling stuff, eventually they will cancel something you like, and then what?
So where does it stop? It, obviously, does not stop at political affiliation or philosophy. Both sides of the aisle have their cancel hot buttons and are avidly using them.

But lets take this a bit further: Do we now allow "snake-oil" sales people to sell snake-oil again as a treatment for _put_your_malady_ here_? Do we allow people to promote ponzi schemes? Or how about throwing out all the decisions of SCOTUS that place limits on "Free speech"?

Unfortunately, humanity is still far from a place where everyone acts with the best interest of others in mind. In fact, it certainly seems quite the opposite in that there are many people who will only act in their own interests. As well unfortunate, there are many people out there who cannot discern truth and are willing to believe anything told to them as in their best interests and will act on such information even if it were plainly harmful to someone of better mind. Take those who acted on Trump's suggestion to inject bleach for instance https://www.bbc.com/news/world-53755067 https://www.thenewcivilrightsmoveme...-actually-caused-people-to-poison-themselves/ So, we should allow that? I think not.

IMO, Spotify is in shaky territory for having placed so many eggs in their "Joe Rogan" basket. Rogan will fade away in time - until then, Spotify is only interested in how much advertising revenue Rogan is bringing in - IMO.
 
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terzaerian

Posts: 1,262   +1,753
I'll begin by saying I have never listened to Rogan and I highly doubt I ever will.

So Rogan thinks that because he got better after taking Ivermectin, it was the Ivermectin that made him better?? 🤣 IMO, the reality is there is absolutely no science behind that, and because there might be a correlation there in no way means that if there is a correlation there, that the correlation equals causation.

Interestingly, I recently read a scientific study that says that 35% of the population have natural immunity to COVID https://www.nature.com/articles/s41586-020-2598-9.pdf Given this, IMO, it is far more likely that ivermectin had absolutely nothing to do with Rogan's recovery. With at least one study that suggested ivermectin is/was effective as a covid treatment withdrawn https://www.theguardian.com/science...vid-treatment-withdrawn-over-ethical-concerns I think it far more likely that ivermectin was not the reason that Rogan recovered from covid. Much more likely is that Rogan's own immune system is the reason that he recovered from COVID. But people believe Rogan and his crap. Rogan might just as well, IMO, have said "I took a :poop: and I recovered from Covid." There's about as much weight in that statement as is in him saying "I took ivermectin and recovered from covid."



Absolutely. I agree. Rogan is a *****. I don't care who he has on his show. If I want to hear an interview with Neil Degrasse-Tyson, I will find one on You Tube that is not conducted by Joe Rogan

So where does it stop? It, obviously, does not stop at political affiliation or philosophy. Both sides of the aisle have their cancel hot buttons and are avidly using them.

But lets take this a bit further: Do we now allow "snake-oil" sales people to sell snake-oil again as a treatment for _put_your_malady_ here_? Do we allow people to promote ponzi schemes? Or how about throwing out all the decisions of SCOTUS that place limits on "Free speech"?

Unfortunately, humanity is still far from a place where everyone acts with the best interest of others in mind. In fact, it certainly seems quite the opposite in that there are many people who will only act in their own interests. As well unfortunate, there are many people out there who cannot discern truth and are willing to believe anything told to them as in their best interests and will act on such information even if it were plainly harmful to someone of better mind. Take those who acted on Trump's suggestion to inject bleach for instance https://www.bbc.com/news/world-53755067 https://www.thenewcivilrightsmoveme...-actually-caused-people-to-poison-themselves/ So, we should allow that? I think not.
So you think Joe Rogan should be cancelled because his opinions are dangerous.

If I recall correctly you're one of Star Citizen's tireless defenders, if I link some article about someone that sank his entire life savings into the game and lost his house, marriage, and starved to death, then it's likewise moral for you to be banned?
 

wiyosaya

Posts: 7,694   +6,633
So you think Joe Rogan should be cancelled because his opinions are dangerous.

If I recall correctly you're one of Star Citizen's tireless defenders, if I link some article about someone that sank his entire life savings into the game and lost his house, marriage, and starved to death, then it's likewise moral for you to be banned?
Right, you imply that I have some sort of legal responsibility for Star Citizen? Or that somehow, what I, specifially said, lead this person to invest their entire life savings into SC? And if you have read my SC posts, you will find that I express skepticism about SC, or have you just decided my SC posts are TLDR? 🤣

I think you would be on shaky ground here to establish some sort of true legal ground as to my culpability on this. In fact, I have repeatedly posted to @blackdreamhunk to file a court case about the $7K that @blackdreamhunk "invested" in the game. At least I am capable of seeing something that might be questionable, and I don't blindly go around telling others to buy into it.

But we should all trust Joe Rogan, right? He is perfect and should be given free-reign without any oversight whatsoever? I don't think so.

I think your comparison is ultimately specious at the least.

But have at it, report me and my posts. I don't give a flying F if I am banned from here or not. Believe it or not, Techspot is not the center point of my life.