Spotify has established itself as a dominant force in podcasting, surpassing Apple and challenging YouTube for video content. With strategic investments, such as the $20 million exclusivity deal for 'The Joe Rogan Experience', Spotify has significantly changed the landscape. For indie podcasters, being on the same platform as giants like Rogan may provide an opportunity to gain visibility and success, buoyed by the overall growth in podcast consumption on the service. However, this success may be measured and won't equate to the multi-million dollar deals secured by top shows.
If an indie podcaster is where Joe Rogan is at, then, they can ride Rogan's wake to success. Because that's how science works.
Spotify made some bold, strategic bets on podcasting that have paid off handsomely, overtaking Apple in audio-only podcasts.
Spotify is a mega player in the podcasting space, not just because of its popularity but due to its financial capacity to make impactful moves.
The appeal of indie podcasts on Spotify is driven by the platform's substantial resources and the visibility provided by its high-profile shows.
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