Tech Talk With Sean Burch and Alex Kantrowitz: Spotify’s ‘Smart’ Bet on Joe Rogan and Apple’s ‘Awful’ Strategy | PRO Video

Sean Burch
·1-min read

The podcast landscape changed dramatically this week with Joe Rogan taking his show exclusively to Spotify. The move, Alex Kantrowitz of the Big Technology newsletter said, represents both a brilliant strategic decision by Spotify and an indictment of Apple’s podcasting game plan. More importantly, it also signals a potential shift in the podcast economy overall, where exclusivity, rather than ubiquity, is king. To be sure, Rogan’s move to Spotify has been planned for about six months, ever since Spotify dropped $100 million on his show. That deal came around the same time Spotify paid big bucks to acquire Bill Simmons’ The Ringer, as well as exclusive content from Kim Kardashian and Marvel. “The Joe Rogan Experience” will remain free on Spotify — at least for now — but listeners will have to have the app to listen to it. In some ways, this bet mirrors Sirius XM bringing Howard Stern on board in 2006. By getting the biggest name in podcasting exclusively on its platform, Spotify is looking to drive listeners to its other podcasts, as well as its music library — much in the same way Sirius was betting Stern would drive subscribers and discovery. Another aspect — hitting...

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