When the deal was announced, Andrew Wilkinson of Tiny compared the move to Howard Stern’s deal with Sirius, arguing that Rogan got ripped off.Ĭiting Stern’s waning cultural influence, he questioned whether Rogan’s payout was worth the trade-offs of going exclusive. Rogan isn’t the 1st big name to lose influence after going exclusive
YouTube subscribers: Pre-Spotify, Rogan averaged 265k new YouTube subscribers per month post-deal, he’s averaging 100k. Google Trends: In 2020, Rogan maintained steady interest and regular spikes since going exclusive, his baseline interest has dropped and he’s only spiked 2x. Twitter followers: Pre-Spotify, Rogan’s guests averaged 4k new followers after an appearance on the show since going exclusive, that number has dropped to 2k. Spotify hasn’t revealed Rogan’s listenership numbers, so the report looked at a variety of secondary metrics before and after the signing, including: Since going exclusive, Rogan has lost influence On paper, the deal looked like a win-win.Ī new report from The Verge suggests Spotify got the better end of the deal. 
Spotify’s market cap jumped by ~$4B within a day of the announcement. In May 2020, Joe Rogan signed a $100m+ licensing deal with Spotify giving the streaming platform exclusive access to his podcast.
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