Spotify CEO Daniel Ek reportedly told employees this month that big exclusive deals such as the Rogan one helped make the company as successful as it is. Episodes of The Joe Rogan Experience can garner tens of millions of listeners. Rogan's show is Spotify's most popular podcast in 93 countries, including the US. As the report notes, that's more than Spotify paid to buy major podcast production companies Gimlet Media and The Ringer - each of those deals was worth a little under $200 million.

However, in the wake of a firestorm over claims that Rogan was enabling the spread of COVID-19 vaccine misinformation, a new report suggests Spotify is paying much more than that.Īccording to The New York Times, the three-and-a-half year deal is worth at least $200 million, with a possibility of additional payments.

Initial reports pegged the value of the deal at around $100 million. As soon as Spotify struck a deal with Joe Rogan in 2020 to become the exclusive distributor of his podcast, The Joe Rogan Experience, it was evident that the company was paying him a pretty penny.

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