Why did Meghan Markle split with Netflix?

The reasons behind the split

Netflix has ended its partnership with the Duchess of Sussex’s lifestyle brand, As Ever. The streamer’s decision came after the planned Netflix series tied to the brand did not move forward, prompting the company to step away as an investor. Meghan’s representatives confirmed the partnership has ended and said As Ever is now positioned to operate independently.

What each side said

• Netflix indicated the project did not proceed and it therefore didn’t make sense to continue as an investor in the branded venture.
• Meghan’s spokesperson framed the change as a move toward greater control, saying As Ever is "ready to stand on its own" and that she plans to take "complete control" of the brand going forward.

Immediate implications

• Loss of a major distribution and promotional partner reduces the brand’s built-in reach and the guaranteed promotional platform that Netflix would have provided.
• Running As Ever independently shifts the financial and operational burden back onto Markle and her team, but gives them more freedom to shape content and commercial deals.
• Future collaborations will likely require new partners or direct-to-consumer strategies, which may change the scale and timing of As Ever’s projects.

Ultimately, the split narrows the pipeline for a high-profile Netflix-backed show but does not end the lifestyle brand’s prospects. Its next moves — whether new partnerships, independent content, or e-commerce expansion — will determine how significant the loss of Netflix’s backing proves to be.