Netflix Partnership Ends as Meghan Pursues Independent Brand Growth
The Duchess of Sussex, Meghan Markle, has officially ended her business partnership with streaming giant Netflix, according to recent reports. The decision comes amid concerns that the collaboration was potentially limiting the expansion of her lifestyle brand, As ever, which features products like raspberry jam, rose wine, and flower sprinkles.
Show Performance and Brand Strategy Shift
Meghan and Netflix had collaborated on two seasons of her lifestyle program, With Love, Meghan, which launched in March 2025 alongside the As ever brand. However, viewership data revealed that the second season ranked only 1,124th among Netflix's most-watched shows from July to December 2025, garnering approximately two million views and failing to break into the top 1,000. Critics, including The Guardian, described the show as "toe-curlingly unlovable," though Metro's senior TV reporter Asyia Iftikhar offered a more positive perspective, calling it the Sussexes' "strongest offering" since their 2020 docuseries.
Insiders told The Sun that Meghan, 44, felt "relieved" to now operate independently, believing that Netflix's "cautious" approach was "holding back" her brand's global potential. A spokesperson for As ever expressed gratitude for Netflix's support during the launch phase but emphasized that the brand is now prepared to "stand on its own" following "meaningful and rapid growth."
Financial Backdrop and Ongoing Agreements
This split follows the lucrative deal Meghan and Prince Harry secured with Netflix in 2020 after stepping back from royal duties, reportedly valued at over $100 million (£74 million). Importantly, their first-look agreement for film and television projects with Netflix remains intact, granting the streaming service first refusal on future productions from their Archewell production company.
Netflix released a statement acknowledging Meghan's "passion for elevating everyday moments" and confirming that the brand's independent growth was "always intended." The company expressed anticipation for her continued efforts to "bring joy to households around the world."
Brand Evolution and Product Line
As ever, which originated from Meghan's earlier lifestyle blog, The Tig (active until 2017), has expanded its offerings to include honey and tea sets, jam collections, and candles priced at $64 (£48). The brand's products were heavily promoted throughout With Love, Meghan, integrating the show with commercial ventures. Observers note that this move allows Meghan to reinvent her public image from "exiled royal" to "lifestyle guru," focusing on at-home recipes and casual guest conversations.
The dissolution of this partnership marks a strategic pivot for Meghan, prioritizing full control over As ever's development amid reported successes and ambitions for broader market penetration. Industry analysts will be watching closely to see how the brand performs independently in the competitive lifestyle sector.
