In October, the market share climbed to 4.7% while consumption increased to 16.3 million hours. The month it made its debut under the green banner, it commanded 4.5% of all podcast listening activity on Spotify (14.9 million hours). Since joining the audio streaming platform in September of 2020, The Joe Rogan Experience has consistently ranked as the #1 podcast every single month. In light of the performance data from a leaked internal Spotify newsletter, any lingering doubts regarding Rogan as an audience draw will certainly be put to rest. With an estimated value exceeding $100 million, armchair economists from all corners of the internet immediately piped up to question whether a podcast such as The Joe Rogan Experience – a podcast which already boasted 200 million monthly downloads in addition to its monster viewership circa 2019 – was really worth nine figures. The multi-year licensing deal between Joe Rogan and Spotify raised many an eyebrow when it was announced last year.
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