Why did Netflix cut ties with Meghan Markle?

Netflix Ends As Ever Partnership — What Comes Next

Netflix has officially stepped away from its partnership with Meghan Markle’s lifestyle brand, As Ever. The streaming company decided not to continue supporting the project; Page Six and other outlets reported the streamer ended its investment after the show failed to move forward. Meghan’s team responded by saying As Ever is prepared to “stand on its own” and that she will pursue greater control over the venture going forward.

What was announced and why it matters

• Netflix confirmed it will no longer be an investor in the As Ever project tied to Meghan Markle.
• Representatives for Markle indicated the lifestyle brand will continue independently and that she intends to take full control of future plans.

Implications to watch

• Business fallout: Losing a major distribution partner removes a clear path to a global audience and a steady revenue stream, forcing the brand to find new platforms or rethink content strategies.
• Reputation and momentum: The split is a high-profile setback for a celebrity-led lifestyle company trying to scale; it raises questions about commercial viability as well as how polarizing public perception can affect brand partnerships.
• Next steps for the brand: Markle’s vow to take control signals an attempt at damage control and a pivot to independent execution, but building or replacing production and distribution relationships takes time and capital.

In short, the end of this partnership is both a symbolic and practical challenge: it trims a major corporate backing and places responsibility squarely back with the founder to prove the concept can work without Netflix’s platform.