The abrupt end of the partnership between Meghan Markle and Netflix has come as an unexpected twist for the entertainment industry. After several years of collaboration, the brand As Ever, founded by Meghan Markle, will no longer receive support from the leading streaming platform. This decision is directly linked to unsatisfactory results and disagreements regarding the project’s future direction.
As The Sun points out, representatives from Meghan Markle’s team claim that she was the one who initiated the split. According to them, restrictions imposed by Netflix hindered the brand’s global development, and the platform’s cautious stance made it impossible to pursue ambitious plans. Meanwhile, the Daily Mail reports that Netflix was disappointed by the lack of interest in As Ever’s products and the absence of demand for the brand’s integration into new company projects.
Reasons for the split
The partnership began with the idea of turning Meghan Markle’s passion for homemade mermelada into a full-fledged business. After her homemade products made their way to Netflix executives, the concept of creating a show and developing a brand emerged. In 2024, two seasons of ‘Con amor, Meghan’ and a special Christmas edition were released, and in 2025, the As Ever project launched, offering everything from mermelada to wines and home accessories.
However, despite investments and marketing support, the brand failed to attract a broad audience. Sales remained low, and the second wave of interest in the show was weaker than expected. Netflix had hoped for much greater success, but according to russpain.com, the project failed to meet expectations both commercially and in terms of image.
Internal disagreements
Differences over development strategy also played a significant role. Meghan Markle declined proposals to release a cookbook or to use her name for mass-market products such as tableware and textiles. This limited the options for brand expansion and made it less attractive to partners. As a result, Netflix decided to halt funding and officially ended their collaboration.
The situation worsened after key Netflix figures, including Ted Sarandos and Bela Bajaria, distanced themselves from the couple on social media. This signaled to the industry a complete break in relations. According to Variety, the platform no longer considers Archewell Productions’ projects a priority, putting Meghan and Harry’s financial stability at risk.
Consequences for the couple
The breakup with Netflix casts doubt on the couple’s future media ambitions. Without the support of the largest streaming service, their projects may lack funding and a wide audience. Previously, the Netflix contract had secured Meghan and Harry’s independence after their move to the US, but now their future in the entertainment industry appears uncertain.
In Hollywood, it’s noted that relations between the couple and the platform began deteriorating as early as last fall. Waning interest in their content and a lack of new successful launches prompted Netflix to focus on other areas unrelated to the As Ever brand and Archewell Productions.
Meghan Markle, a former actress and wife of Prince Harry, has been actively developing her own projects in media and lifestyle since relocating to the US. Her brand As Ever was conceived to embody a modern approach to everyday items, combining home products, gastronomy, and accessories. Despite ambitious plans and significant investment, the project faced market challenges and was unable to establish itself among industry leaders. Collaboration with Netflix was a key stage in the brand’s growth, but disagreements over strategy and weak commercial results led to the end of the partnership.
