Sure, Rogan gave up hypothetical 10s of millions for this. But those millions required work and marketing and sponsor management, and those 10s of millions were

Sure, Rogan gave up hypothetical 10s of millions for this. But those millions required work and marketing and sponsor management, and those 10s of millions weren't guaranteed. With Spotify he just secured a guaranteed paycheck and a guarantee that he (and his team) don't need to work nearly as hard. And what audience does he really lose? Non-paying customers via YouTube and podcast apps can be non-paying customers on Spotify and it makes no difference to him.