Not only did he want a deal worth the same as joe rogan, he wanted it with non exclusivity so he'd still be allowed to upload the video to other platforms like YouTube.it wasn't the ads (or at least i dont believe it was). joe saw the bags rogan and the ringer got, and wanted a deal on that level. on his terms. basically, his ego did him in.
Spotify offered him a good deal with fair terms and not only did he turn it down, he attacked them on their own platform for weeks, guaranteeing that no other big streaming service would fukk with him in the future.