Spotify’s era of podcast exclusivity is fading. “The Joe Rogan Experience” (JRE), once a flagship exclusive on the platform, is now available on Apple Podcasts, Amazon Music and YouTube.
This shift follows a multiyear renewal of Rogan’s deal with Spotify – reportedly worth around $250 million – with a new clause allowing for broad distribution beyond Spotify’s walls.
A Strategic Pivot from Exclusivity to Reach
Spotify’s early podcast strategy focused heavily on exclusive deals to pull users onto its platform. Major shows like Call Her Daddy, Armchair Expert and JRE were central to this approach, supported by acquisitions of Gimlet Media, Parcast and ad tech firms.
But in the past two years, the company has changed course. Call Her Daddy and Gimlet-produced shows are now cross-platform, and JRE’s multi-platform release marks the final major departure from Spotify’s “exclusive-first” model.
Why the Shift? Monetization and Risk Management
The change reflects Spotify’s evolving priorities, such as growing ad revenue and reducing risk. The platform reported its first quarterly profit in 18 months in late 2024, and expanding access to top-performing shows can unlock larger ad audiences.
JRE’s continued dominance – more than 2,200 episodes and top rankings globally – makes it a valuable asset for monetization beyond Spotify’s subscriber base.
The move may also help Spotify manage reputational risk. Rogan’s podcast has faced recurring backlash over misinformation, prompting internal content advisories and external campaigns like #CancelSpotify.
Wider distribution spreads that scrutiny across multiple platforms.
Rogan Remains a Powerhouse
Despite controversies, “The Joe Rogan Experience” remains podcasting’s most listened-to show, topping Spotify Wrapped rankings since 2020. It has also contributed significantly to Spotify’s podcast growth – platform-wide listening rose 232% and ad revenue grew 80% between 2021 and 2023, much of it driven by flagship content.
Spotify’s shift suggests that in 2025, platform exclusivity may matter less than scale, monetization, and creator flexibility.
