Spotify’s $100 Million Joe Rogan Podcasting Gamble

Yes, Spotify is paying Joe Rogan $100 million to offer his popular podcast exclusively on Spotify.

Does this mean that iHeart, Entercom and Cumulus are going to have to start paying podcasters to be exclusive to their platforms?

It turns out that what made Spotify open its wallet so wide has more to do with music than it does with the spoken word.

And that this could start a brutal war with Apple that could, believe it or not, have a negative impact on the radio industry’s rush into podcasting as the answer to their revenue problems.

Then there is the paid platform vs. free access that could change everything because if there is one thing experts are predicting for the post-COVID world is a diminished advertising industry and growing paid subscription model.

Is Joe Rogan to Spotify what Howard Stern was to Sirius Satellite Radio when it spent $500 million to sign him in 2004?

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