All round
Meghan Markle’s fatal mistake with Spotify podcast deal laid bare
The Duke and Duchess of Sussex, Meghan Markle and Prince Harry, will not be renewing their Spotify deal, which was worth £18 million.
The couple signed the deal in 2020, shortly after leaving the Royal Family.
However, the streaming platform and the couple have now “parted ways” with no plans for another series.
PR experts have weighed in on the reasons behind the decision, with one claiming that Meghan let her celebrity status overshadow what she was trying to achieve.
Speaking exclusively to The Mirror, PR expert Hayley Smith from Be Yellow explained that podcasts are not just about churning out content and relying on celebrity status.
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Listeners want to learn, be inspired, and called to action.
Meghan’s Archetypes podcast featured conversations with her celebrity friends, including Serena Williams, Deepika Padukone, and Paris Hilton.
While there was a “brand boom” initially, Smith claims that brand commitment and interest dwindled over time.
Spotify saw the potential in Meghan and her podcast and signed a multi-year exclusive deal.
Initially, the podcast delivered record-high streams and great content.
However, the deal only resulted in one season and a holiday special.
Smith believes that Meghan and Harry did not meet the productivity requirements agreed upon with Spotify.
She thinks that Meghan needs to think deeper about the content she is outputting, as competition is steep and high numbers and streams are no longer enough.
A successful podcast requires listeners to feel a real connection with the podcaster, like they’re best friends, and engage in in-depth conversations.
In a sea of female-led podcasts, the one thing they have in common is connection.
Smith urged that Meghan needs to focus on building a real connection with her listeners, rather than relying on her celebrity status.
While the Archetypes podcast may not have met Spotify’s expectations, the couple has several other ventures in the works, including a Netflix deal and their non-profit organization, Archewell.
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