In that case, Spotify will have huge inventory for a very significant ad business.We’ve talked on Discover Pods before about how a successful podcaster creates an intimate relationship with their listener.

That was a landmark switch, and if Rogan’s fans follow him to Spotify, why wouldn’t they also subscribe to all their other favorite podcasts on Spotify too? Ultimately, Rogan may have been underpaid.īrian Solis, a tech industry insider I chatted with on Twitter, compared Rogan’s move to Howard Stern's switch to SIRIUSXM. Podcasting is expected to generate over $1 billion annually in ad revenues by next year, according to eMarketer. Spotify also recently acquired Anchor, which distributes podcasts, so it has a very good eye on what is working where, and which podcasts are most successful, data that can guide its acquisition and growth strategy for podcast talent.

In addition to his podcast subscribers and YouTube viewers, Rogan has 9.4 million followers on Instagram, 2.4 million likes on his Facebook fan page, and six million followers on Twitter, so he’s definitely a cultural force. Spotify is clearly betting that Joe Rogan’s fans love him enough to follow him to Spotify, and then produce a halo effect on other podcasts on Spotify, which it can then use to sell memberships and ads. Once people have a favorite podcasting platform, they tend to listen to all their podcasts via that one app. In addition, Spotify has been acquiring podcasting talent and technology for years, including sports site The Ringer. John Koetsierīut that’s on a much more limited scale than the Joe Rogan Experience, of course, and Spotify says that Joe Rogan’s podcast is the most-searched podcast on the platform. Listening market share between different podcasting platforms for the TechFirst podcast.

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