"They are acting like they should get treated as a platform-when they are acting like a media company," said Jennifer Grygiel, a Syracuse University communications professor and an expert on social media. But experts say that is difficult to defend after Spotify reportedly spent $100 million to become the sole distributor of "The Joe Rogan Experience." Spotify wants to be viewed as a technology platform that has limited liability for the material that others create and stream through its service-a position shared by many social-media companies. That has left Spotify trying to figure out how to keep podcaster Joe Rogan's millions of devoted fans happy without further alienating artists and listeners angry about him amplifying vaccine skeptics and using racial slurs. Podcasting has sprouted as an industry with few standards about policing offensive or misleading content.
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