Is This Why Joe Rogan Is So Important To Spotify?

Merely put, Spotify paid $100 million for “The Joe Rogan Expertise” for a purpose. Although there have been indicators that the podcast’s recognition has fallen since its exclusivity deal (see this evaluation by The Verge), the deal did what it was imagined to for Spotify: it helped make the corporate the biggest podcasting service on this planet, beating out Apple Podcasts for the primary time in 2021, in keeping with The Washington Publish.

Paying for music streaming rights, in any case, is dear. Although artists may not see an enormous return from streams of their tracks — it reportedly takes 315 streams for an artist to make only a single greenback — Spotify nonetheless pays out an enormous share of their earnings towards royalties, an issue they’ll mitigate by diversifying. “They’re on the lookout for different locations the place the income cut up isn’t that dramatic,” mentioned John Simson, a music and enterprise professor at American College. “[…] Podcasts have been definitely their go-to.”