The head of one of Australia’s biggest media outlets has taken a surprising swipe at popular US podcaster Joe Rogan.
ABC Chair Kim Williams didn’t hold back, calling Rogan “deeply repulsive” and accusing him of exploiting “people’s vulnerabilities.”
But hold on a minute. While Williams is pointing fingers at Rogan, his own organization, the ABC, is grappling with a significant drop in audience numbers. The national broadcaster, which rakes in over $1.2 billion annually from taxpayers, saw a 3.5% decline across all platforms compared to last year. The situation is so dire in radio that they’ve had to let go of several hosts just to shake things up.
Pot Shots Without Watching the Show?
What’s even more puzzling is that despite his harsh words, Williams admits he’s never actually watched “The Joe Rogan Experience.” Yep, you read that right.
“I think that people like Mr. Rogan prey on people’s vulnerabilities. They prey on fear. They prey on anxiety,” Williams said. “They entrepreneur fantasy outcomes and conspiracy outcomes as being a normal part of social narrative.”
He didn’t stop there. “I personally find it deeply repulsive, and to think that someone has such remarkable power in the United States is something that I look at in disbelief,” he added. “I am not a consumer or enthusiast about Mr. Rogan and his work. I am not one of the three billion and I’m unlikely to be three billion and one anytime soon.”
Who’s Really Winning the Audience Game?
While Williams throws shade, Rogan is laughing all the way to the bank—and the hearts of millions. In 2020, Rogan inked a deal with Spotify reportedly worth up to a whopping $250 million. His podcast reaches 14.5 million listeners, blowing many other popular podcasters out of the water.
But that’s not all. Rogan also boasts over five billion views on YouTube. Five. Billion. Views. Those are numbers that make even the biggest media organizations green with envy.
Is Success “Malevolent”?
Williams didn’t mince words about Rogan’s achievements, describing them as “malevolent.” He’s baffled by how Rogan has managed to grab such a massive audience.
“I’m also absolutely in dismay that this can be a source of public entertainment when it’s really treating the public as plunder for entrepreneurs that are really quite malevolent,” Williams said.
Glass Houses and Stones
It’s worth noting that while Rogan’s star continues to rise, the ABC is facing some tough times. The broadcaster’s combined national audience reach across TV, radio, and online was estimated to be 61.9% over a week in 2023–24. That’s down from the previous year’s 65.4%, according to its annual report.
Their TV news and current affairs programs reached 5.2 million average weekly metropolitan and regional viewers in 2023–24, marking a 4% decline from the year before. Ouch.
The Pot Calling the Kettle Black?
So, here’s the question: Is Williams’ attack on Rogan a genuine critique, or is it a distraction from the ABC’s own slipping popularity? While Rogan continues to pull in massive numbers and hefty paychecks, the ABC is scrambling to retain its audience.
Maybe instead of blasting Rogan, Williams and the ABC could take a few notes on how to engage and grow an audience in today’s media landscape.
Final Thoughts
In the end, Williams’ comments seem to highlight a disconnect. Criticizing a figure like Rogan without engaging with his content might not be the best look, especially when your own media ship is taking on water. Perhaps it’s time for the ABC to focus inward and innovate, rather than throwing stones from a glass house.