Why did Netflix cut Meghan Markle?

What was announced and the immediate reasoning

Netflix has moved to sever its relationship with Meghan Markle’s lifestyle brand, As Ever, after a planned show associated with the venture did not go forward. Sources close to the negotiations told Page Six that the project failing to proceed made continued investment impractical, prompting the streamer to withdraw financial support. In response, the duchess has vowed to take "complete control" of the brand going forward.

Why this matters for the brand and its projects

The split underscores two separate but related problems Meghan has faced in translating a personal brand into commercial media projects: stalled or delayed productions, and the heightened scrutiny that accompanies any move by a high-profile public figure. Losing a corporate partner like Netflix reduces distribution reach and removes a major backer for future content — especially for a lifestyle label that was banking on multimedia extensions. The decision also raises questions about other projects linked to the couple; industry observers have flagged remaining Harry and Meghan projects with Netflix as being in limbo.

Here are the immediate implications:

• Loss of funding and distribution for As Ever content originally slated for Netflix.
• A change in strategy, with Markle signaling a pivot to independent control of her brand.
• Increased uncertainty about related projects that had been in development with major streamers.

What remains unknown is how Markle intends to execute the brand independently — whether through new partners, direct-to-consumer channels, or scaled-down offerings. The split also leaves open the commercial and reputational challenge of rebuilding momentum without a deep-pocketed media partner.