Spotify Ends Partnership with Duke and Duchess of Sussex, Focuses on Lower-Cost Podcasts and "Always On" Programming

However, their brand has waned in the eyes of some and Spotify is reducing its reliance on big celebrity signings and expensive original content.

The split between Spotify and the Sussexes was announced as a mutual decision, following Spotify's deal with the Obama's production company ending in 2021.

Spotify has made mistakes in its $1bn spending spree and is being more diligent in future content deals.

The split with Meghan's podcast was reportedly due to low audience numbers, despite the show's debut hitting the top of Spotify's charts in six markets.

The couple still has value as a media brand, but their popularity in the US has suffered following publicity blitzes and the publication of Harry's memoir.

Spotify's shares have risen by nearly 90% this year, despite a difficult year for the company in 2021.

The company is focusing on "efficiency" and has seen its catalogue of podcasts grow to over five million.

Spotify is also embracing lower-cost, third-party creators and investing in "always on" programming.

The company parted ways with the Duke and Duchess of Sussex, which was a "big deal" designed to generate buzz, but the long-term economic sense of these deals is still uncertain.