Harry and Meghan: Self-marketing at full speed

Economic crisis, strikes, a catastrophic health care system, but Great Britain’s public still only knows one topic: that of the renegade royals Harry and Meghan. According to the old adage “Better a lousy headline than none at all”, the currently most discussed married couple in the world remains in conversation. With the book, which will be published on Tuesday and the essential details of which have already been thoroughly rolled out in advance, there will be further discussion material in addition to the Netflix series at the beginning of December.

This is also urgently needed, after all it is about a self-marketing machine that should not only generate maximum attention, but also has to run at full speed for economic reasons. With their production company Archewell Productions, the two have deals worth millions that should ensure media presence.

The Netflix deal is said to have netted the two more than $110 million. According to Netflix, the documentary has been viewed in 33 million households worldwide in the first two weeks. The deal with Spotify is valued at $18 million. Actress Markle has a direct line to talk show billionaire Oprah Winfrey over a vegan food brand. Harry is said to have received an advance of 20 million US dollars for the book “Spare”.

It’s about a lot
For Harry and Meghan, it’s about publicity and wealth accumulation. For Netflix, it’s all about business, and it’s not getting any easier: Recent figures from analysts predict difficult times for the British market in particular. Netflix’s UK subscriber numbers are expected to fall for a second time in 2023 as the cost of living crisis takes its toll and the streaming giant’s new, cheaper, ad-supported service takes time to win over users.

The world’s largest streaming service is said to have lost around 500,000 subscribers in Great Britain alone in 2022. A trend reversal is not in sight. On the contrary, industry analysts are expecting a further 200,000 fewer subscribers because inflationary pressures are not easing. As a result, Harry and Meghan also felt the effects of the online streamer’s austerity program: plans for a children’s series, in which Markle was intended as a producer, were not pursued.

“What’s next?” British media ask as a result. According to the business model, the two only have themselves as a product. A circumstance that they have in common with Netflix and that makes them more vulnerable to market fluctuations. Just as Netflix does not announce any subscription numbers and measures success at the buzz level in social media, the excitement pendulum also has to swing at “H&M”. If the number of subscriptions falls, Netflix’s market value falls, and if interest in Harry and Meghan falls, their market value falls. Replenishment is needed. The next reveal story is sure to come.