Add a premium for exclusivity on top and, says podcaster John Gruber, “it seems likely that Joe Rogan is now the highest paid broadcaster in the world”. Terms were not disclosed, but one calculation from 2019 pegged Rogan’s revenue from podcast adverts alone between $50m (£41m) and $250m, with more coming from YouTube, where his shows get a million views in their first 24 hours. Rogan announced the deal on 19 May, revealing his show would debut on Spotify in September, and become exclusive to the platform some point after that. And that has made him a linchpin in Spotify’s plans to transform the world of podcasting. But Rogan’s affably bro-ish demeanour, combined with his sponge-like interview style, has garnered him millions of fans over the thousand-plus episodes of his show, The Joe Rogan Experience.
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