Earlier this week, it was announced that MMA announcer and podcast extraordinaire, Joe Rogan, was leaving YouTube for a multi-million dollar deal with Spotify. It’s a bold move to be sure, but possibly a very smart one.
Rogan’s podcast is number two in terms of the top podcasts in the world. His YouTube averages 2 million views a video with his Elon Musk interview hitting 13 million. Getting Rogan to sign on for $100 million was a hefty price tag for Spotify but if the streaming platform wants to grow, Rogan is a price worth paying.
And while it may be a party over at Spotify, YouTube will be left out in the rain, and rightly so. The most popular user-generated streaming platform on the globe has leaned into stopping users from generating content so far that it should hardly be considered “You” Tube anymore. The platform’s censorship has killed creativity, punished users for holding the wrong opinions, and stripped many of the income they relied on from their creations. On top of that, they’ve begun to promote mainstream networks over users in order to keep their ad revenue safe.