Why didn't the exclusivity work, excluding big names like Joe Rogan and Call Her Daddy which I believe are still exclusive?

The exclusivity didn't work because if you reduce an audience by 80%, and then inform the advertisers, you're essentially reducing the ad revenue by the same percentage. The economics of these shows no longer make sense. When you look at the profit and loss statement, you see that we can't accurately determine how many new subscribers these shows are bringing to Spotify's music platform. At best, the impact is marginal. The ad revenue from these shows simply doesn't make economic sense, leading to their cancellation.