Netflix has decided to end its investment in As Ever, the lifestyle brand founded by Meghan Markle. This partnership was established in conjunction with the release of her television series, With Love, Meghan, on the streaming platform. However, as the second season of the show experienced a significant drop in viewership during late 2025, Netflix chose to withdraw its financial support.
The decision reflects a shift in Netflix's strategy regarding collaborations linked to Meghan Markle's projects. Despite the initial enthusiasm surrounding both the series and the lifestyle brand, the declining audience numbers influenced the streaming service's move to pull back from its involvement with As Ever. This marks a notable change in the relationship between Netflix and the brand associated with the public figure.