Spotify Strikes Podcast Deal With Joe Rogan Worth More Than $100 Million

Big news: Spotify has reached a deal to become the exclusive home for The Joe Rogan Experience in a deal valued at $100M+.

Key details for The Joe Rogan Experience:
1) 
Started in 2009
2) 1,400+ episodes
3) 190M+ downloads/month

Wow: Spotify’s stock rose $1.7B within 23 minutes of the deal announcement!

Why this matters: Joe Rogan is the highest-earning podcaster, and he will be exclusive to Spotify as of September 1st.

Highest earnings podcasters in 2019, according to Forbes:
1) Joe Rogan – $30M
2) Karen Kilgariff and Georgia Hardstark – $15M
3) Dave Ramsey – $10M
4) Dax Shepard – $9M
5) Bill Simmons – $7M

FYI: It would take a musical artist on Spotify 23B streams to generate $100M.

Big question: How much more could Joe Rogan have earned by going direct-to-consumer?

Quick answer: $110 – $334M via Andrew Wilkinson.

Average time spent listening to podcasts (YoY growth) according to Edison Research:
1) 2015 – 4h 27m
2) 2016 – 4h 10m (↓ 6%)
3) 2017 – 5h 7m (↑ 23%)
4) 2018 – 6h 37m (↑ 29%)
5) 2019 – 6h 29m (↓ 2%)
6) 2020P – 6h 39m (↑ 3%)

Share of U.S. population that listens to podcasts weekly:
1) 12-34 – 49%
2) 35-54 – 40%
3) 55+ – 22%

More #1: Bill Simmons Just Wants to Win

More #2: How the ‘Call Her Daddy’ Feud Boiled Over

More #3: Amazon Wants to Build Your Favorite Podcast

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