The value of the whole deal was not disclosed.
The Joe Rogan Experience (JRE) will come to Spotify starting on 1 September before becoming exclusive to the platform “later this year”, according to a press release. At the time of writing, JRE was number two on the Top 100 Apple Podcasts chart in the US, where it has previously sat comfortably at number one. For it to soon not be available on Apple’s platform is a big deal, and a huge win for Spotify.
Until recently, podcasts have been widely available on every possible platform. Apple’s Podcast app has dominated use thanks to the proliferation of iPhones in the West, but Spotify is aggressively moving to secure exclusive podcasts to lure people to its platform. It recently acquired sports and culture site The Ringer and all of its incredibly popular podcast titles.
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Announcement: the podcast is moving to @spotify! Starting on September 1 the podcast will be available on Spotify as well as all platforms, and then at the end of the year it will move exclusively to Spotify, including the video version. It will remain FREE, and it will be the exact same show. It’s just a licensing deal, so Spotify won’t have any creative control over the show. They want me to just continue doing it the way I’m doing it right now. We will still have clips up on YouTube but full versions of the show will only be on Spotify after the end of the year. I’m excited to have the support of the largest audio platform in the world and I hope you folks are there when we make the switch!
Given that it already competes directly with Apple Music for music subscriptions, its interesting to see Spotify combine music and podcasts into one app, unlike rivals. For listeners, it fragments the experience. If you currently use one app to listen to all your podcasts and it’s not Spotify, you’ll soon have to use Spotify as well if you want to listen to JRE.
Of course, Spotify’s goal is to get you to move to its platform for all your pod needs.
Spotify said, “like all podcasts and vodcasts on Spotify, it will remain free and accessible to all Spotify users.” This means that Rogan’s show will be available on the free tier of the platform, but you’ll have to sign up to the service.
“This partnership represents a major addition to the already unrivaled slate of exclusive audio content available to audiences on Spotify,” it added.
The move is bound to anger podcast fans. The podcast model is built around free audio that creators must advertise on to make money, but listeners can listen anywhere. Now, Spotify is courting some of the biggest names in the business, no doubt with a substantial financial incentive, but forcing listeners to go to specific sources. Despite this, it may prove a way for less popular podcasts to get a leg up as the model evolves.