The amount may have been even higher, says the report, citing sources familiar with developments.
It appears that the bid to land Rogan was twice as expensive than previously reported. According to The New York Times, Spotify paid “at least $200 million” for the three-and-a-half-year exclusive platform partnership. Related: Joe Rogan Says Timing Makes the $100 Million Spotify Deal ‘Feel Gross’ Spotify has praised Rogan and the show in the past, noting in April last year that the podcast had “ performed above expectations.” Interestingly, Spotify didn’t push Rogan’s wildly popular show behind a paywall, hosting both the audio and video version on its platform. Rogan is the biggest name in the podcasting industry, and as per Nielsen's 2021 Q3 Media Ratings, Rogan's podcast brings in an average audience of 11 million listeners per episode.
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