Prior to Rogan signing for Spotify, exclusivity in podcasting was unheard of. The rest of the country should start paying attention.” The Atlantic places gender at the heart of his appeal, suggesting “ understands men in America better than most people do. Some 57% of his audience reports earning over $50k per year, with 19% making over $100k”, with an average age of 24. Media Monitors says Rogan’s listenership is “71% male and evenly split between high school and post-secondary graduates. What’s important about Joe Rogan is also the type of listener he attracts.
Michelle Obama, podcast host: how podcasting became a multi-billion dollar industry
Spotify’s other stellar podcast hosts include Barack Obama and Bruce Springsteen, Prince Harry and Meghan Markle. Spotify can justify the spectacular outlay: there is a ton of advertising dollars to be made in spoken word audio, where podcasting is eating up what was once radio’s domain.
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