Lots of people go to Target, but lots more don’t, and not everyone who drank Coke beforehand would switch. This makes sense in retrospect it is as if Coca-Cola committed to be sold exclusively in Target. Source: Social Blade Source: Subreddit Statsīased on the slowdown in growth, It seems like the number of people Rogan is reaching has declined due to the deal. I find the slowed growth in the subreddit most convincing, since it seems less likely to be a result of people switching off the platform and more likely to be a result of fewer people deciding to be a part of a Rogan-centric community overall. Both of these audiences have slowed growth since Spotify exclusivity began in September 2020. But still, it’s a striking change in trend, and it is visible in data from other platforms as well.īelow are subscribers to Rogan’s YouTube channel (above) and Subreddit (below). I also would often hear about Rogan in a political news story and so the timing of Trump being voted out of office in November 2020 may contribute to the pattern. I expect some of the decline is because people no longer use Google to search for episodes to watch directly on YouTube, and so some of the search volume has just switched from Google’s platform to Spotify. Here is Google Search volume for the Joe Rogan Experience:
I looked at a few proxies for the size of Rogan’s audience, and it seems like the Spotify deal lessened Rogan’s reach. “The only difference will be it will now be available on the largest audio platform in the world.” Joe Rogan in the WSJ Rogan said as he announced the deal on his podcast Tuesday. “We’re going to be working with the same crew doing the exact same show,” Mr. How much did committing to exclusive distribution matter for the reach of a hugely popular figure?
I don’t listen to the podcast but have had the feeling that I hear about Rogan and his show less than I used to, and I wanted to know what effect that deal has had on Rogan’s societal influence.
Spotify bought the rights to Joe Rogan’s podcast in 2020 for $100 million, and full episodes became exclusively available on Spotify on September 1, 2020.
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