Meghan Markle and Prince Harry have extended their long-standing partnership with Netflix through Archewell Productions with a new multi-year, first-look deal, despite reports suggesting the deal represents a decline in their brand value. The couple’s collaboration with the streaming giant includes content creation across film and television genres, as well as their popular lifestyle brand ‘As Ever.’ However, experts noted that the revised deal is worth less than their previous arrangement with Netflix, sparking comparisons to the Obamas’ experiences with the platform.
The new agreement, which includes an expanded relationship with Meghan’s ‘As Ever’ brand, appears to be a strategic move for the couple as they continue to build their creative and revenue-generating potential beyond their reality-based content. Despite some analysts suggesting this marks a ‘bad hit’ for the Sussexes, branding experts emphasized that the deal still offers the couple significant opportunities for growth and diversification in the entertainment industry. The couple’s recent film project, ‘Meet Me at the Lake,’ which is based on Carley Fortune’s romance novel, is reportedly still in the works, and its potential for success remains a subject of speculation.
While some critics have compared the updated Netflix deal to the Obamas’ experience with the platform, others argue that the deal is still a positive step for the couple. Branding expert Doug Eldridge told Fox News Digital that the revised agreement is not uncommon in the entertainment industry, and that the couple still has several other creative projects with Netflix. Additionally, the expanded relationship with the ‘As Ever’ lifestyle brand is seen as a significant revenue generator for both sides, which is difficult to create (much less sustain) around traditional reality television.
Despite the challenges, the couple’s continued presence in the entertainment industry has not gone unnoticed. Royal expert Richard Fitzwilliams noted that the new deal is a clear sign that the Sussexes are not A-listers and that, despite the appeal of their brand, they have taken a bad hit. Nonetheless, the couple’s influence as voices whose stories resonate with audiences everywhere remains a key factor in their continued partnership with Netflix. The response to their work, including the recent success of ‘With Love, Meghan,’ has been seen as a testament to their popularity and brand strength.