Meghan Markle's latest Archetypes episode languishes at 77 in charts

2022-11-21

Meghan Markle’s latest Archetypes episode languishes at 77 on the US Spotify chart beaten by a collection of baby lullabies – as her podcast sits at number 22

Duchess of Sussex’s newest Archetypes episode is just 77th in US pod charts
The series as a whole is at no 22 and after at one point holding the top spot
Industry figures say Spotify will be keen for Archetypes to be seen as a success

Meghan Markle’s Archetypes podcast appears to have dropped in popularity with US listeners according to Spotify’s charts – with the latest drop outperformed by a collection of lullabies.

The Duchess of Sussex’s digital offering – which is now ten full episodes deep into its run – was once ranked as the platform’s top show.

But Meghan’s latest episode, produced as part of a reported £18million deal between Spotify and she and Harry, was positioned at just 77 in the US charts at 1pm today.

The edition – titled The Audacity of the Activist – saw her interview British actress Jameela Jamil and the American-Iranian star of X-Men and 24, Shohreh Aghdashloo, 70.

At the moment it is being outperformed by eight hours of relaxing music for babies to fall asleep to.

Overall the podcast as a series is also ranked at no 22 in the American chart. Again, it had previously held the no 1 spot.

Typically new episodes come out every Tuesday, with the guests revealed then for the first time.

It is possible this will lead to an improvement in the series’ overall chart position, sparked by more interest in new content.

Duchess of Sussex’s newest Archetypes episode is just 77th in Spotify’s US podcast charts

The ‘Episodes’ ranking is ‘determined exclusively by the number of unique listeners on that day’

Spotify has two main charts – one for its ‘Top Podcast’ compiled with a number of measurements including if they are ‘rising newcomers’ as well ‘a combination of overall follower counts and the number of recent unique listeners’

Podcast chart

According to Spotify’s website: “Top Podcasts” is where you’ll find the overall most popular shows—ones fans have been listening to for some time, and rising newcomers. It’s determined by a combination of overall follower counts and the number of recent unique listeners’

This suggests that the chart is compiled by a number of measures, not just listener numbers. A show could have more subscribers than listeners, for example, or could be promoted because it is a new release.

Episodes

Spotify says: ‘“Top Episodes” is where you’ll find of-the-moment trends in what people are listening to today. This chart is determined exclusively by the number of unique listeners on that day, providing a look into what’s buzzworthy at the moment’.

This suggests that this is the most accurate gauge of listener numbers.

In September MailOnline told how Spotify had been accused of wrongly using its own official podcast chart to keep Meghan Markle at No 1 when she was lagging behind Joe Rogan and other stars in terms of daily listeners.

At the time Archetypes was ranked as the ‘Top Podcast’ in the US, the UK and all of Spotify’s main English-speaking markets – the first two shows with Mariah Carey and Serena Williams are as low as 25 – and no higher than five – in the streaming giant’s own ‘Top Episodes’ rankings.

But subscribers accused the company of massaging its figures – or even manipulating its main chart – to keep the California-based royal at the top. MailOnline had asked Spotify to comment.

The ‘Episodes’ ranking is ‘determined exclusively by the number of unique listeners on that day’.

In the US in September, Archetypes was ranked at No 1 in the podcasts chart despite her new episode with Mariah Carey, released on Tuesday, sitting at 12 in the episodes chart while the Duchess’ first show with Serena Williams is at 25.

Spotify’s own data from that month showed more British listeners were tuning into Joe Rogan, Rob Beckett and Josh Widdecombe’s show about parenting and Jamie Laing and Sophie Habboo’s ‘NearlyWeds’ pod than Archetypes.

In the UK rankings Meghan’s first two shows were 8 and 12 in terms of listeners – but Archetypes remained the No 1 ranked podcast in the UK, according to Spotify, with listeners questioning whether the business is ‘fudging the charts’.

The Duke and Duchess of Sussex, Prince Harry and his wife, Meghan Markle, during the Jaguar Land Rover Driving Challenge of the Invictus Games

Prince Harry, Duke of Sussex and Meghan, Duchess of Sussex attend the 2021 Salute To Freedom Gala at Intrepid Sea-Air-Space Museum on November 10 last year

One subscriber in America said: ‘Why is Archetypes no. 1 in the Spotify US chart when, in the episode chart, both releases are way down the page?? Don’t get it!’ Another Twitter user replied and called it ‘manipulation by Spotify’, adding: ‘They paid $18 Million, were criticised – now they want to make it seem it was worth the deal’.

Another listener said: ‘If Spotify are fudging the charts I’d be p***ed off’.

Industry insiders have suggested that Spotify may have chosen to keep Archetypes at the top of its charts, especially given the reputed £18million deal handed to the Sussexes for content.

One broadcasting expert with decades of experience in the industry told MailOnline: ‘The main Spotify podcast ranking does allow them to promote their new shows – they could be doing this for Meghan. Based on the figures you would think Joe Rogan would be number 1’.

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