Technology

With a deal worth $100 million, Spotify aims leadership in podcasts

The platform signed a deal with comedian and TV host Joe Rogan, host of one of the most popular audio programs in the U.S.

  • Spotify hopes this will draw significant listenership to its platform and away from competitor Apple;
  • The program will be available on Spotify starting September 1st.

Spotify signed a deal with comedian and TV host Joe Rogan, gaining exclusive rights to one of the most popular and influential audio programs in the U.S. The move sent the streaming service stock up,  as the deal is seen as part of the company’s aim to transform itself into the Netflix of audio.

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Rogan’s podcast, “The Joe Rogan Experience,” is downloaded millions of times each month and is routinely featured among the top podcasts on Apple’s charts. The program will be available on Spotify starting September 1st, with the show becoming exclusive to the service later this year.

The multi-year deal is believed to be worth $100 million, according to the Wall Street Journal.

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Spotify hopes this will draw significant listenership to its platform. Currently, the platform is behind Apple Podcasts, according to podcasting platform Anchor. Apple held 52% of the market, while Spotify had 19%.