Netflix CEO Ted Sarandos and content officer Bela Bajaria have reportedly unfollows Meghan Markle and her lifestyle brand As Ever on Instagram. The move, which occurred about four weeks ago, has sparked speculation regarding the state of their professional relationship.
Mr. Sarandos had been one of the first high-profile figures to follow the Duchess of Sussex when she returned to social media in early 2025. He also added her business account to his curated list of approximately 450 followed accounts when As Ever launched, initially under the name American Riviera Orchard before its rebrand.
Both Netflix executives have now removed the accounts from their following lists, a development first noted by the Mail. While Mr. Sarandos’ wife, Nicole Avant, continues to follow Meghan personally, she does not follow the brand. These unfollows come shortly after Netflix decided to end its connection with As Ever on March 6, following the lifestyle venture’s struggle to gain the expected momentum.
When launched in April 2025, As Ever featured fruit preserves, flower sprinkles, cookie mixes, wine, candles, bookmarks, and tea—all tied to Meghan’s programme With Love, Meghan. Despite the unfollows on Instagram, Netflix maintains that its broader relationship with the Sussexes through Archewell Productions remains intact.
Recent reports suggested Mr. Sarandos was "fed up" with Meghan and Prince Harry and allegedly would not speak with Meghan without legal representation. Both Netflix and Meghan’s attorney, Michael J. Kump, firmly rejected these claims. A Netflix spokesman called the allegations "absolutely inaccurate," while Mr. Kump labeled them "blatantly false." Meghan reportedly maintains regular communication with Sarandos, including visits to his home without lawyers.
Additional allegations about Meghan being difficult in meetings—such as leaving video calls or speaking over Prince Harry—were dismissed by her legal team, noting she only stepped away to care for their children, Archie and Lilibet. Despite the Instagram unfollows and the brand separation, Netflix executives emphasized that their partnership on other projects continues.
At the Next on Netflix event on March 18, Bela Bajaria directly addressed speculation, stating: "We still have a relationship with them. We have movies in development with them. They have things in development on the TV and film side." She praised their 2022 documentary Harry & Meghan and described Archewell as "a thoughtful and collaborative partner." Bajaria added that deal changes are routine in the industry, noting: "Deals come and go all the time, and we don't renew so many deals; those just don't get as much press for obvious reasons. There's no juicy story there."
The unfollows of Meghan Markle and As Ever by Netflix executives have fueled speculation, but both parties continue to maintain a professional relationship on other projects. While Instagram activity has changed, the broader collaboration with Archewell Productions appears secure, demonstrating that social media unfollows do not necessarily reflect the full scope of business partnerships.
