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State of the Screens

Spotify Strikes Podcast Deal With Joe Rogan Worth More Than $100 Million

By May 28, 2020No Comments

Big news: Spotify has reached a deal to become the exclusive home for The Joe Rogan Experience in a deal valued at $100M+.

Key details for The Joe Rogan Experience:
1) Started in 2009
2) 1,400+ episodes
3) 190M+ downloads/month

Wow: Spotify’s stock rose $1.7B within 23 minutes of the deal announcement!

Why this matters: Joe Rogan is the highest-earning podcaster, and he will be exclusive to Spotify as of September 1st.

Highest earnings podcasters in 2019, according to Forbes:
1) Joe Rogan – $30M
2) Karen Kilgariff and Georgia Hardstark – $15M
3) Dave Ramsey – $10M
4) Dax Shepard – $9M
5) Bill Simmons – $7M

FYI: It would take a musical artist on Spotify 23B streams to generate $100M.

Big question: How much more could Joe Rogan have earned by going direct-to-consumer?

Quick answer: $110 – $334M via Andrew Wilkinson.

Average time spent listening to podcasts (YoY growth) according to Edison Research:
1) 2015 – 4h 27m
2) 2016 – 4h 10m (↓ 6%)
3) 2017 – 5h 7m (↑ 23%)
4) 2018 – 6h 37m (↑ 29%)
5) 2019 – 6h 29m (↓ 2%)
6) 2020P – 6h 39m (↑ 3%)

Share of U.S. population that listens to podcasts weekly:
1) 12-34 – 49%
2) 35-54 – 40%
3) 55+ – 22%

More #1: Bill Simmons Just Wants to Win

More #2: How the ‘Call Her Daddy’ Feud Boiled Over

More #3: Amazon Wants to Build Your Favorite Podcast

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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