Because the deal will end (at the end of this year) and presumably they correctly sense it won't be renewed.
Spotify signs new deal with Joe Rogan reportedly worth up to $250m
https://www.theguardian.com/technology/2024/feb/02/spotify-j...
Sounds like they got a deal.
Idiotic if you ask me. He’s just like any dimwitted everyman: every single pub in the UK has at least two Joe Rogans. I was sat with my back to one in a coffee shop the other day.