How fans are turning on ‘boring’ Kardashians – ‘samey’ TV show, pointless brands and followers deserting in millions
THEY have a joint empire worth more than $2billion, 25 series of an award- winning reality show under their belt and more than 20 lifestyle brands between them.
The Kardashians certainly are a force to be reckoned with.
But fans are beginning to speculate that the most famous family on Earth may soon see their diamante-adorned castle crumble.
It comes as the Kardashian-Jenner sisters — Kourtney, 45, Kim, 43, Khloe, 40, Kendall, 28, and Kylie, 26 — lost 3MILLION Instagram followers between them in 30 days.
That is a huge blow to their popularity on what is arguably their most lucrative platform, with the siblings able to command £500,000 per sponsored post.
Claims they have become unrelatable — no longer sharing the good, the bad and the ugly of their day-to-day lives — are thought to be behind the falling numbers.
When their original TV hit, Keeping Up With The Kardashians, first aired on cable network E! in 2007, the sisters shared it all, from sex tape scandals to drink-driving court cases.
But the last five seasons of their rebranded Hulu show The Kardashians, which is on Disney+, have been criticised by fans for repeating the same storylines over and over.
In episode one of the latest series, Kendall Jenner insists she is not boring, while saying all she talks about is her horses or her anxiety.
Sources close to the family say they are growing increasingly fearful their hype is fading, with some believing they have had their day.
Brand and culture expert Nick Ede says the sisters’ unwillingness to open up on their lives is a key reason the brand is stagnating.
He explained: “The storylines for the last five seasons have all been the same — Kendall talks about anxiety, Khloe laments being a single mum, Kourtney’s more in love with Travis Barker than ever, Kim is working loads and Kylie remains elusive.
“All they do consistently is promote their businesses. Some episodes feel like one giant advert.
“Fans want to know the juicy drama with Kanye West and his wife Bianca, and Kylie’s relationship with Timothee Chalamet.
“But none of that gets shared.
“What’s more, Kylie keeps her kids out of it, as does Kim for the most part.
“So fans aren’t able to get to know the next generation.
“The thing is, they made their name by sharing everything.
“They also live lifestyles that are totally unrelatable.
“Their fans don’t have the same money as them or the freedom to work out for six hours a day.”
Highlighting how followers are turning their backs on the famous family, Nick added: “The new season of the show is airing right now, but no one is talking about it because there’s nothing exciting going on.
“There was a time when each episode would make headlines around the world. Those days are gone.
“Losing that many followers is a huge financial hit — most stars are gaining fans by the day, not seeing their fanbase tank in colossal numbers.
“The financial repercussions will be massive.”
But that is not the only reason the sisters’ star appeal seems to be fading.
‘Little to offer Gen Z’
Last month, Kim lost more than 60,000 followers after Taylor Swift’s London performance of “thanK you aIMee”, the alleged diss track said to be aimed at her.
There are also rumours of a feud between Kylie Jenner and Selena Gomez, which has been bubbling for the best part of a decade, but peaked again this year when the pair appeared to have a falling out at the Golden Globes.
“The fandom of stars like Selena and Taylor is so much more powerful than anything that the Kardashains have created, and fans will pick sides,” Nick said.
In a thread about the sisters’ diminishing online fanbase, one user said: “I think Kylie steam-rolled this train with the Selena thing.”
Another added: “It is all their fault.
“The show used to be so fun and had real moments, and now it is all promo for their own businesses.”
Experts also think the sisters are struggling to secure a Gen Z following, with young adults criticising the family for upholding unrealistic body standards, ignoring the impact of their eco footprint by using private jets and staying quiet on political issues such as the war in Gaza.
Kim and Khloe’s appearance at the £250million weekend wedding of Anant Ambani — son of India’s richest man — and Radhika Merchant will also have ruffled feathers amid criticism about the lavish event in a country stricken by poverty.
Nick said: “Many young people now are against so much of what the Kardashians stand for, from cosmetic treatments to their lifestyle choices.
“They are becoming more and more like plastic dolls that barely look human, and speak in a monotone voice, without any passion or humour like they used to.
“They have very little to offer an ever-conscious Gen Z — storylines about Kim losing 16lb to fit into a Marilyn Monroe dress for the Met Gala simply will not impress.”
Away from the show, the sisters are seeing less success with their own lifestyle brands, too.
When Forbes’ youngest self-made billionaire, Kylie Jenner, announced the launch of her clothing line, Khy, last October, the internet was less than impressed.
One user scoffed: ‘The last thing we needed is another brand by you.”
Some commented on Kylie’s lack of style credentials, while others blasted the introduction of another fast fashion brand.
They need to stop showing off their riches and bring things back to basics, showing personality and real-life situations
Nick Ede
Like her siblings before her — Khloe with Good American and Kim with Skims — Kylie was accused of ripping off a small designer, but did not respond to the claims.
Meanwhile, Kendall launched her 818 Tequila brand, but marketing it to an often booze-free generation has been tough.
And Kylie’s Sprinter Vodka Sodas launch in March caused little fanfare.
Nick said: “It went unnoticed in a market saturated with celebrity drinks.
“If fans don’t think the launch is authentic, they won’t buy it.”
Even Kylie’s most lucrative business, her self-titled cosmetics line, has seen revenue drop by around half in just five years.
Despite all of this, the sisters remain a major force in pop culture and experts believe they still have time to change their fortunes.
Nick said: “The Kardashains remain a cultural juggernaut and will keep a huge fan base, but they need to try to embrace the new generation.
“They need to stop showing off their riches and bring things back to basics, showing personality and real-life situations.
“Fans want to see if they can go back to being the family we fell in love with.”