Spotify Technology SA has extended its exclusive deal with comedian and podcaster Joe Rogan, aiming to leverage his immensely popular show for increased advertising revenue. “The Joe Rogan Experience,” Spotify’s flagship podcast since 2020, will continue to be a cornerstone in driving the platform’s advertising revenue.

Rogan’s podcast, launched in 2009, has become a global phenomenon, featuring interviews with influential figures, from politicians to celebrities like Quentin Tarantino, Miley Cyrus, and Elon Musk. While maintaining exclusivity on Spotify, the platform witnessed a remarkable 232% surge in overall podcast consumption, contributing to an 80% revenue boost in 2021.

In a strategic move, Spotify plans to broaden Rogan’s show to other platforms like Apple, Amazon, and YouTube, expanding its reach beyond the confines of exclusivity. The renewed multi-year deal with Rogan, rumored to be valued at up to $250 million, includes an upfront minimum guarantee and a revenue-sharing arrangement linked to ad sales.

Spotify’s emphasis on podcasting as a significant revenue stream began in 2015, gaining momentum in 2019 with strategic acquisitions of podcast networks Gimlet Media and Anchor FM. Exclusive agreements with high-profile figures like Kim Kardashian and Barack Obama further solidified its position in the podcasting landscape.