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Whereas other streaming services like Apple and Amazon don’t have to rely on their music platforms for broader profitability, Spotify does - meaning it has to aggressively expand its non-music offerings if it doesn’t want to rely on record companies for revenue forever. The deal, which sent Spot’s stock rocketing upward this week, is the company’s most serious step into podcasting so far. It was clearly a big enough offer to get Rogan, who earns hefty ad revenue via his eight million YouTube subscribers following, to remove his previous podcasts from YouTube later this year. The exclusive Rogan deal exceeded $100 million, according to the Wall Street Journal, making it one of the largest single podcast deals the industry has ever seen.

But it wasn’t a total surprise - the news further bolstered Spotify’s high-profile podcasting moves from the past year and a half. Spotify shook up the podcast world on Tuesday when popular and polarizing podcaster Joe Rogan announced his show “The Joe Rogan Experience” would become a Spotify exclusive this September.

Spotify joe rogan experience rogan spotifyshawbloomberg