PR expert Mark Borkowski has speculated that the Duchess of Sussex, Meghan Markle, did not manage to amass a large enough audience for her podcast, "Archetypes," prompting Spotify to drop its renewal. The streaming platform and the Sussexes, whose collaboration was reportedly worth $20 million, have mutually agreed to terminate the partnership, it was revealed on Thursday.
Speaking to the BBC, crisis communication authority Borkowski surmised that upon evaluation of listenership data, Spotify may have found "Archetypes" underwhelming. "Content is king... it seems the podcast failed to pull in enough listeners," he observed. "If you're unable to justify your fee, no one will cough up."
While acknowledging the discontinuation of their agreement with Spotify, Borkowski asserted that Meghan Markle and Prince Harry's media brand still possesses merit, albeit potentially diminished.
Debuted in August 2022, "Archetypes" joins a list of programs that Spotify has decided to drop recently. The streaming platform has laid off hundreds from its podcast division in the aftermath of Barack and Michelle Obama's production company terminating its contract last year.
During an analyst conference call earlier this year, Spotify CEO Daniel Ek confessed to excessive expenditure in content procurement. "We recognize the overspending and overinvesting," he disclosed as per the BBC.
He added, "We intend to be more meticulous in our future content investments. Non-performing content, naturally, will not be renewed."
Ek also noted that the performance of each podcast would be individually evaluated based on its "relative value."
Despite cutting some expensive ties, Spotify has shown willingness to continue collaboration with high-cost partners, retaining controversial figure Joe Rogan despite calls for his dismissal. The exclusive listening rights to Rogan's podcast reportedly cost Spotify $200 million in 2020. However, Rogan consistently provides several hours of content weekly to an 11 million strong average audience.
According to sources familiar with the Sussexes' supposed $20 million agreement with Spotify, the Wall Street Journal reported that the couple fell short of productivity expectations required for the full remuneration.
On Thursday, a representative for WME, Markle's newly signed talent agency, affirmed the mutual decision to part ways with Spotify and hinted at Markle's future endeavors. "The 'Archetypes' team is proud of their Spotify podcast. Meghan is now planning more content for 'Archetypes' on another platform," the representative shared.
