The Verge have conducted research into the strength of the Joe Rogan influence.
They’ve uncovered a bunch of indicators which perhaps point towards the Joe Rogan effect dropping off.
The acquisition of The Joe Rogan Experience podcast to Spotify was a lucrative one, seeing the comedian and host earn $100 million in the process.
Spotify issued a statement on the move saying that it “stimulated new user additions, activated first time podcast listeners, and [has] driven favorable engagement trends, including vodcast consumption.”
To conduct the study, The Verge looked to secondary data on what they refer to as “how much of a promotional boost Rogan gives his guests”.
The site have compiled the findings in a report, represented in tables and charts. The Verge decided to go about the study in this way as Spotify don’t actually reveal primary data number like number of podcast players, unique listeners and so on.
What they have found is certainly interesting, but it’s important to remember that this isn’t a guarantee to say that Rogan’s influence has entirely dropped off.
However, after looking at the data, it’s worth while considering if, or how the Spotify deal may have played a role in a plateau.
The Verge found that since the exclusive deal, on average Rogan’s guests have acquired fewer followers than guests who attended his show on YouTube, as well as Rogan himself seeing a decline in Instagram follower increase over time.
The research also looked at repeat guests and analysed the number of Twitter followers they had gained since making appearance on the show.
Prior to his Spotify deal, according to The Verge, Rogan would benefit from having repeat guests on his podcast. But since the move, however they found that the number of followers gained pre-Spotify appearances and current Spotify appearances have declined.
In some cases for some repeat guests, the followers did begin to decline Spotify, but that trend has also continued in 2021.
It was also found that Rogan’s Google searches have also dropped off in recent times, as well as his YouTube channel not growing as rapidly as it was pre-Spotify.
Rogan and his team have reportedly declined to comment on the research findings.
