Joseph said Spotify has "good strategic reasons" to increase podcast listening on its service.
"Rogan is the biggest podcast in the US, maybe the world. His ad-reads are reportedly very effective, even among podcast ads- his audience listens to him. Obviously you have to set that against controversy, bad press, and artists leaving in protest. Is Rogan worth $200 million? Maybe not in isolation. But podcasts are a strategically important category for Spotify, and the deal gives them exclusive rights to the biggest show going."
"More non-music listening will improve its negotiating position with the major record labels, a small group of companies with must-carry content for any music streamer. Podcasts also let Spotify serve ads to its paying subscribers, a valuable target. And the more listening behaviours it can collect together on its app, the stickier and harder to leave the service becomes, pushing down churn."