Spotify’s deal with Joe Rogan is reportedly worth at least $200 million

As soon as Spotify struck a deal with Joe Rogan in 2020 to become the exclusive distributor of his podcast, The Joe Rogan Experience, it was evident that the company was paying him a pretty penny. Initial reports pegged the value of the deal at around $100 million. However, in the wake of a firestorm over claims that Rogan was enabling the spread of COVID-19 vaccine misinformation, a new report suggests Spotify is paying much more than that.

According to The New York Times, the three-and-a-half year deal is worth at least $200 million, with a possibility of additional payments. As the report notes, that’s more than Spotify paid to buy major podcast production companies Gimlet Media and The Ringer — each of those deals was worth a little under $200 million.

Rogan’s show is Spotify’s most popular podcast in 93 countries, including the US. Episodes of The Joe Rogan Experience can garner tens of millions of listeners. Spotify CEO Daniel Ek reportedly told employees this month that big exclusive deals such as the Rogan one helped make the company as successful as it is. Spotify has remained behind Rogan, even after his use of …read more