Joe Rogan’s blockbuster deal with Spotify is the streaming giant’s biggest signal that it wants to dominate podcasting. Here’s what it means for other show personalities and advertisers.

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Spotify has acquired Joe Rogan’s popular podcast and will exclusively host his content and sell ads. Podcasting execs and ad agencies see the deal as Spotify’s biggest bet on podcasting and say it could set a precedent for how other platforms court big stars. Some worried that the move signals the end of independent podcasters and could pose problems for advertisers that like to buy podcast ads simultaneously across many shows. Click here for more BI Prime stories.

Spotify’s deal with comedian and media host Joe Rogan solidifies its dominance in podcasting and shows how quickly the

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