from a music streaming company into a publisher. they re a media company. it s the same way when the washington post i produces a podcast. you know, we edit the content, we have control over the content because it s . associated with our brand. it s our podcast. so this is a big transition, - basically from being a platform to being a straight up media . company, and with that comes lots of responsibilities. also, there is revenue there. right now, advertising revenue is a really small portion - of spotify s revenue. they make only about 15%. they make much more from subscriptions. - but when you look at the kind of ad prices that ads - in an exclusive podcast| can generate, you start to understand also why they re going into it, i not just differentiation, because streaming. l any artist can stream i in ten different places, so there s no differentiation in streaming why it s hardj to make money.
and, batya, i wonder you commission lots of opinion pieces. will you be commissioning something onjoe rogan? yeah, absolutely. so at newsweek, we really try to represent the full breadth of opinion relevant to americans. and so we re going to have pieces on rogan from an independent media point of view, we re going to have pieces from that sort of disinformation point of view, we have pieces talking about how this story is about the culture wars, about the class wars, about the race wars, so really trying to get at that story from all points of view. we ll return to spotify and joe rogan in a moment, but let s, first of all, spend a bit of time closer to home because bbc three is back as a traditional tv channel. and its controller fiona campbell has been explaining why. so a channel is an additional signal.
will you be commissioning something onjoe rogan? yeah, absolutely. so at newsweek, we really try to represent the full breadth of opinion relevant to americans. and so we re going to have pieces on rogan from an independent media point of view, we re going to have pieces from that sort of disinformation point of view, we have pieces talking about how this story is about the culture wars, about the class wars, about the race wars, so really trying to get at that story from all points of view. we ll return to spotify and joe rogan in a moment, but let s, first of all, spend a bit of time closer to home because bbc three is back as a traditional tv channel. and its controller fiona campbell has been explaining why. so a channel is an additional signal. it s a really loud noise on which we can place our most successful shows and launch new talent from, it s the place from which we can shout and say, this is the place for you. in one switch, you switch it on. you can relax and see your wo
concerned scientists, worried about rogan s comments. but then it really - took off when neil young, who has a history of standing up against large institutions - in the music industry, he said, i m going to pull my music. . it s going to be me orjoe rogan. and then joni mitchell. followed him yesterday. the artist india.arie followed him. also a popular podcaster, - brene brown, said she would be no longer contributing episodes, so it really ballooned. and then internally as well, spotify s employee base, i which has long been in crisis over rogan, they re actually having a town hall- right now over this issue. ok, and when neil young offered the option to spotify of young or rogan as he put it so far, spotify has chosen rogan. this is a man who s become a podcasting phenomenon. there are millions of downloads for every single podcast. he has millions of followers on social media, and let me give you an idea of what his podcasts are like.
we re seeing the same phenomenon in audio. and that s whyjoe rogan is so important to spotify, because he s like a beacon. he s a huge figure in this area. and is part of this as well, elizabeth, that despite the fact spotify is one of the most popular music streaming services in the world, it still struggles to make money off streaming music? exactly, and as it s been said, the revenues. i spotify went public in 2018 and essentially is trying. to transform itself from a music streaming company into a publisher. they re a media company. it s the same way when the washington post i produces a podcast. you know, we edit the content, we have control over the content because it s . associated with our brand. it s our podcast. so this is a big transition, - basically from being a platform to being a straight up media . company, and with that comes lots of responsibilities. also, there is revenue there.