Its popularity suggests the controversial podcast is going to be worth the $100 million Spotify is spending to license the show from Rogan. Owned and licensed podcasts give Spotify a chance to differentiate itself from its competitors. In the last two years, Spotify has purchased podcast producers The Ringer, Gimlet and Parcast and has landed exclusives with Michele Obama and Kim Kardashian West, among many others. It has also launched proprietary, music-focused franchises such as Sound Stories: Women in Hip-Hop and Butt Dial.