The deal follows the ambitious contract with Joe Rogan
Notably, Spotify's deal with Kardashian follows the company's major multi-year contract with Joe Rogan, who will be bringing along his renowned podcast The Joe Rogan Experience to the streaming platform later this year.
Last year, Spotify bought popular podcast maker Gimlet Media. The company also recently purchased The Ringer, a culture and sports website and podcast network.
'Exclusive content allows us to market more meaningfully'
Spotify's Chief Content Officer Dawn Ostroff said last year, "We're making more content exclusive on the platform [which] allows us to market in a more meaningful way [and] bring people onto the platform."
"We're finding that creators are excited about working with us on an exclusive-basis, because we're able to put so much more of our marketing and insights in their hands," Ostroff added.
In spite of the pandemic and its impact on normal life, Spotify's podcast business has witnessed a considerable growth. The company revealed that about 19% of its monthly active users listened to podcasts, as compared to 16% in the previous quarter.