![]() ![]() ![]() ![]() The WSJ reports that it cost Spotify $100 million, which is serious money. So for Spotify to lure Rogan away from these two internet giants with a deal that will be exclusive from the start of next year is a major victory and a significant blow to its competitors. Most recently, his criticism of how California is handling the coronavirus lockdown seems to have made many residents consider fleeing the state. US Democratic presidential candidate Bernie Sanders used a claimed Rogan endorsement for political capital at the start of this year while, more recently, Rogan’s negative assessment of the eventual winner of the Democratic nomination, Joe Biden, sent shockwaves across the country and beyond. The raw numbers only tell half the story, however, with Rogan’s cultural influence extending even further. The biggest single platform for that is probably Apple iTunes, on which JRE is the second biggest in the US. But if you strip out the music and TV brands, it must be right up there, and the real traffic for podcasts is from audio streams and downloads, which Rogan himself estimates are around ten times greater that video views. JRE has 8.4 million subscribers on Google-owned YouTube and while that’s a massive number it’s nowhere near the top of the list of all YouTube subscribers. As a comedian and martial arts commentator, those two topics are covered frequently, but the guest list is very eclectic, ranging from academics to politicians to showbiz figures. Spotify said it will split revenue from these ads in half with podcast operators, moving away from its previous approach of paying a flat rate based on impressions.The streaming wars have opened a major new front with the news that Spotify has lured the Joe Rogan Experience away from YouTube and iTunes.įor those unfamiliar with the JRE podcast, it is the defining long-form, open discussion show, featuring completely unstructured conversations between host Joe Rogan and usually one other guest. The company also plans to ask more podcasters to join its automated ads program. Podcasts now need to have 1,000 unique listeners over 60 days (up from 100) to participate in the program. In addition, Spotify has raised the threshold for Ambassador Ads eligibility. On the flip side, it may be beneficial for listeners who just want to hear chirping birds or thunderstorms without being interrupted by someone promoting the likes of Spotify’s podcasting tools. But this move is cutting off a key source of revenue. The makers of white noise podcasts will still be able to make money through direct support from listeners, paid memberships and automated ads. They’re said to be more passive listeners who play these shows for background noise, so Spotify was not seeing much benefit from those ads, according to the report. ![]() It recently emerged that the company considered pulling those types of podcasts from its platform entirely because they were making a $38 million dent on its gross annual profit.Īmbassador ads haven’t been very effective on white noise podcasts, according to the report, since their listeners aren’t typically as engaged as they might be with a conversational or narrative podcast. Bloomberg previously reported that some white noise podcasters were making as much as $18,000 per month, in large part due to Spotify itself paying them for ad placements. ![]()
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