Industry insiders have shed light on the collapse of Meghan Markle's partnership with Netflix, which was announced on Friday. The Duchess of Sussex's lifestyle brand, As Ever, will become fully independent after being financially supported by the streaming giant since its launch in 2025. However, conflicting reports from both camps have created confusion over the reasons for the split.
A source close to Meghan suggested that ending the partnership was her decision, claiming she felt 'held back' by Netflix's cautious approach. The source told The Sun: '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. 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.'
However, an alternative version emerged this week, with a Los Angeles-based source telling the Daily Mail that Netflix were 'not happy' with how Meghan's brand was performing. The source said: '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. It just didn't fit with Squid Game or Stranger Things or Bridgerton like they had hoped.'
PR expert Mayah Riaz told The Mirror that the conflicting narratives suggest both sides are managing 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,' she said. Riaz added that streaming platforms are becoming 'more ruthless' about investments, and being a celebrity alone is no longer enough to guarantee success.
In a statement, Netflix said they always intended to part ways with As Ever, adding: '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.' 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.'
