Why did Netflix end Meghan Markle's deal?

A streaming partnership unwinds

Netflix has officially ended its investment partnership with Meghan Markle’s lifestyle brand, As Ever. Insiders and statements tied to the company say the streamer is no longer an investor, a move that follows the brand’s high-profile but commercially troubled rollout and a pulled or stalled program linked to the partnership.

What is known

• Netflix has cut formal ties, removing its role as an investor in As Ever.
• Meghan Markle’s team and a spokesperson have said the brand is “ready to stand on its own,” and Markle has signaled she intends to take full control of her business going forward.
• Page Six and other outlets report that some projects linked to the Netflix deal are now in limbo or have been shelved.

Why it matters

Losing a major platform partner has immediate practical and symbolic consequences. Financially, Netflix’s exit eliminates a distribution channel and a source of development and production support; commercially, it narrows As Ever’s reach and could complicate future deals with other distributors. Publicly, the split feeds a broader narrative about the difficulty public figures face when turning personal brands into scalable media businesses. For Markle, the announcement reframes As Ever as an independent venture rather than one backed by a global streamer.

Immediate implications

• The brand must secure new distribution, partners, or funding to reach the scale a platform like Netflix could have provided.
• Ongoing projects may be revised, delayed or canceled while the team evaluates next steps.
• The decision will likely prompt industry buyers and collaborators to reassess risk around celebrity-led lifestyle media.

What remains unclear

The specific contractual terms that led to Netflix’s exit and whether any pending projects will be revived under new arrangements have not been publicly detailed.