Meghan Markle’s As Ever lifestyle brand is no longer working with Netflix it was confirmed last week – but there are conflicting reports as to the reasons why they parted company
Industry insiders have unpicked the mystery surrounding Meghan Markle’s collapsed deal with Netflix.
On Friday, it was announced that the Duchess’ lifestyle brand As Ever would become fully independent, having previously been supported financially by the streaming giant.
But there is confusion over their parting of ways, with conflicting reports emerging from both camps. Shortly after the announcement, a source seemed to suggest that ending the partnership was Meghan’s idea rather than Netflix’s.
They said: “Meghan is still on good terms with the Netflix team and close personal friends with Ted (Sarandos) so hasn’t wanted to upset him, but is very happy to have full control of the company. It’s a good time for Meghan to have complete control, given recent successes.”
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The source further suggested to The Sun that Meghan felt ‘held back’ by the agreement. “Netflix have been a good partner, but she’s wanted to go global with the brand for some time, but has been held back by the more cautious Netflix team.”
But this week, an alternative version came to light. A source based in Los Angeles told the Mail that Netflix were “not happy” with how Meghan’s brand was performing. “They were not happy with the fact that no one really cared about the brand – so when they were looking to create As Ever areas in Netflix House there was no appetite for it.
Speaking of other programmes released on the streaming service, they added: “It just didn’t fit with Squid Game or Stranger Things or Bridgerton like they had hoped”.
So what’s really going on behind the scenes in Meghan’s world? Mayah Riaz, communications guru and PR to the stars, tells The Mirror: “This is really interesting, because when you see two very different narratives emerging around the same split, it is usually a sign that both sides are trying to manage the optics.
“In high profile partnerships such as this, perception is almost as important as the deal itself. Netflix will naturally want to position this decision as being strategic, while Meghan’s team will of course want to frame it as her taking control of her brand rather than her being dropped.”
Explaining the potential reasons behind the split, the expert adds: “I have seen this so many times and it’d not be unusual if there is an element of damage control happening on both sides. The reality is that streaming platforms are becoming far more ruthless about who and what they invest in. Being a celebrity alone is no longer enough. Content has to deliver audiences, buzz and commercial return. If a project does not clearly do that, it’s sad but true that even very big names can find themselves vulnerable.
“From a PR perspective, the Sussex brand has always relied heavily on momentum and narrative. Looking at the early years, there was intense global curiosity around them. Now we are seeing a shift where the public and platforms alike are asking a much simpler question: what is the actual product?
“I think it’s also important to mention that there is a wider fatigue around celebrity projects that feel more like personal branding exercises rather than compelling entertainment. If Netflix felt the concept behind As Ever did not translate into strong viewing or global appeal, it would make sense that they would stepped back from it.
“At the same time, Meghan positioning the split as her protecting her brand is smart reputationally. This keeps the narrative focused on independence and control rather than being rejected.”
In their statement last week, Netflix suggested that they always intended to part ways from As Ever, saying: “Meghan’s passion for elevating everyday moments in beautiful yet simple ways inspired the creation of the As Ever brand, and we are glad to have played a role in bringing that vision to life.
“As it was always intended, Meghan will continue growing the brand and take it into its next chapter independently, and we look forward to celebrating how she continues to bring joy to households around the world.”
Meanwhile, an As Ever spokesperson said: “As Ever is grateful for Netflix’s partnership through launch and our first year. We have experienced meaningful and rapid growth and As Ever is now ready to stand on its own. We have an exciting year ahead and can’t wait to share more.”
But Mayah believes there’s more ay play – and it could spell bad news for both Meghan and Harry. “I personally think the bigger issue for the Sussexes is that the intrigue factor that once surrounded them is not as strong as it once was,” she warns. “And this matters because attention is currency, and attention spans move quickly. For their brand to stay powerful, the projects need to feel bigger than the headlines.
“One thing is certain though: in the world of celebrity PR, when both sides are rushing to explain a break-up, it means the story behind the scenes is more complicated than either version suggests.”
The move follows last summer’s announcement of a much watered-down relationship between the Sussexes and Netflix over producing TV series for the platform. In August, their contract was downgraded to a less lucrative “first look deal” that gives Netflix first refusal on any new projects – but allows Harry and Meghan to then take their work elsewhere.
Harry and Meghan signed a multiyear production deal with Netflix in September 2020 in a bid to achieve financial independence in their post-royal lives. Their six-part docuseries Harry & Meghan became a major hit for the platform – but follow-up projects failed to resonate, including Live to Lead, Heart of Invictus, a docuseries centered on Prince Harry’s Invictus Games, and Polo.
Then in March 2025 came the first season of With Love, Meghan which showed her cooking, entertaining and crafting with celebrity friends, including Chrissy Teigen.
It was widely panned and the second season and a holiday special failed to make the top 1,000 shows on Netflix in 2025. It has since been confirmed it will not be returning for a third series.
As Ever launched in 2025, supported by Netflix. The streamer was “not just as my partner in the show, but as my partner in my business, which was huge,” Meghan said last year. The brand was linked to With Love, Meghan, with hopes As Ever stock would prove a hit with fans.
Now that she’s gone solo, Meghan has big plans to take the brand global. It remains to be seen whether she can succeed.
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