'Netflix Paid for Everything': Full Extent of Streamer's Role in Meghan Markle's As Ever Brand Exposed After Platform Cut Ties With 'Diva Duchess'
It's been revealed that Neflix paid for 'everything' when it came to Meghan Markle's As Ever brand.
April 1 2026, Published 4:00 p.m. ET
Meghan Markle's flailing As Ever brand was fully financed by Netflix, which paid for "everything" top to bottom in the operation, RadarOnline.com can reveal.
Variety's chief correspondent, Matt Donnelly, made the revelation less than two weeks after his explosive exposé on how Markle and her husband, Prince Harry, had such a dramatic falling-out with the streaming service that led to the end of their $60million deal, with multiple sources saying the platform was "done" with the "exhausting" couple.
Netflix reportedy paid for 'everything' when it came to the costs of running Markle's As Ever brand.
"I can tell you personally from sources and from my prior reporting, Netflix paid everything. Netflix paid for the manufacturer; Netflix paid for the shipping. Netflix paid for the branding Netflix paid for...this is a massive investment," Donnelly told host Tom Sykes on the March 31 episode of The Royalist podcast about As Ever.
Markle announced her partnership with the platform to launch her online food company in March 2025, coinciding with her With Love, Meghan lifestyle series.
The show was canceled after two poorly received "seasons", while Netflix formally cut ties with As Ever after only 11 months in business.
'It Defies Common Sense' That Netflix Would Cut Ties With As Ever Deal If Brand Had Succeeded
The 'Variety' chief contributor shared major dish that wasn't included in his blockbuster article.
Donnelly questioned Markle's claims that the brand was a runaway hit, with immediate product sellouts.
He asked, "So, if they are going from success to success to record-breaking jam haul to record-breaking jam haul, why then, after a year, does Netflix bail?"
"Doesn't that contradict the responsibility they have for shareholders, which is to provide value? It just defies common sense," the journalist continued about Netflix ending its partnership with Markle so quickly if the brand had been a real triumph.
Since the partnership ended, Markle has tried marketing a much-derided $255 arrangement featuring a can of tea and a jar of honey with gardenia flowers.
'Why Would' Netflix Stay Involved if There Isn't a Massive Payday' With As Ever
Markle shared a video promoting her expensive As Ever flowers and honey combo.
Donnelly explained how Netflix CEO Ted Sarandos, who had long championed Markle and her husband, had high hopes for the first-of-its-kind deal in creating a consumer goods line like As Ever.
"Netflix is a publicly traded company, so if they've decided to take a huge gamble and invest in an experimental field like consumer goods, as they did with As Ever... Ted Sarandos told this to me on the record in a cover story we did with him last March," the scribe revealed. "He said that this model, this business, this venture for them was a huge discovery model for Netflix."
Sykes brought up to Donnelly how Sarandos hoped that having As Ever products in their Netflix House stores would be "an expression of fandom," asking, "Is that ultimately the problem that the fandom isn't there?"
The Variety writer noted about the thoughts surrounding Markle and her brand, "If there's not a massive payday there, why do I want to be involved? That's, like, the exact same logic that says everything was so great. We've sold out, you know, over 8000 metric tons of jam."
He snarked, "But because everything is so wonderful, Netflix is pulling its money out. Sure. Show me the quantum physics that leads you to that."
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Questions About As Ever's Future Without Netflix's Funding
It's unclear how and who is financing Markle's As Ever after Netflix pulled its money.
A Netflix spokesperson claimed it was never the company's intention to pursue a long-term partnership when confirming it had cut ties with As Ever on March 6.
"As it was always intended, Meghan will continue growing the brand and take it into its next chapter independently, and we look forward to celebrating how she continues to bring joy to households around the world," the statement noted.
An As Ever spokesperson put a sunny spin on the deal ending, claiming, "We have an exciting year ahead and can’t wait to share more."
