In Hollywood, sometimes the most telling news comes wrapped in corporate speak and press release pleasantries.
Case in point: Netflix’s announcement that it has “extended its creative partnership” with Archewell Productions sounds like great news for Prince Harry and Meghan Markle. But read between the lines, and what emerges is a very different story — one where the streaming giant has quietly downgraded the Duke and Duchess of Sussex from their premium perch.
The reality is that Netflix has converted Harry and Meghan’s lucrative overall deal into a more standard first-look arrangement, effectively ending the exclusivity that made their original 2020 partnership so valuable. It’s the same move Netflix recently made with Barack and Michelle Obama’s Higher Ground Productions, signaling a broader shift in how the streamer approaches celebrity partnerships in an increasingly competitive market.
The Obama Playbook: When “Extension” Means “Reduction”
Netflix is becoming quite skilled at the art of the diplomatic downgrade. Just as they did with the Obamas, the streamer has maintained its relationship with Harry and Meghan while significantly reducing the financial commitment and exclusivity that defined their original partnership. The 2020 deal that birthed hit documentary series “Harry & Meghan,” the polo documentary “Polo,” and lifestyle show “With Love, Meghan” has been replaced by something far more modest.
Under a first-look deal, Archewell Productions will still bring projects to Netflix first, but the streaming service is no longer obligated to fund them exclusively or provide the same level of guaranteed development money. It’s a face-saving move for both parties — Netflix can maintain its relationship with globally recognizable figures while reducing its financial exposure, and Harry and Meghan can continue their media careers without the public embarrassment of a complete split.
The shift reflects Netflix’s broader recalibration as the streaming wars intensify and subscriber growth slows. The days of throwing massive amounts of money at celebrity vanity projects may be coming to an end, replaced by more strategic partnerships based on proven performance rather than star power alone.
Meghan 2.0: The Humbled Duchess
Perhaps nowhere is this recalibration more evident than in the evolution of Meghan’s on-screen persona. The just-released trailer for “With Love, Meghan” season two reveals a markedly different version of the Duchess of Sussex — one that seems designed to address criticism that she came across as too polished and aspirational in the first season.
Gone is the master chef confidently instructing celebrity guests while they look on in wonder. Instead, we see Meghan as an eager student, saying things like “Let’s get creative and learn something new” and “I’m so glad you came and showed me how to do this.” When mixing ingredients, she actually asks, “Is this working?” — a far cry from the assured expertise she displayed in season one’s trailer.
This softer, more relatable approach appears to be a direct response to audience feedback. The first season garnered solid numbers (5.3 million views and 25.5 million hours watched worldwide), but the reception was mixed, with some viewers finding Meghan’s presentation style too removed from everyday reality. The moment in the new trailer where an expert suggests “everybody should have” an expensive exotic cooking accessory and Meghan responds with a skeptical “You think so?” feels almost like a direct acknowledgment of this criticism.
The Lifestyle Brand Expansion
One intriguing aspect of the renewed deal is Netflix’s partnership with Meghan’s “As ever” lifestyle brand. This represents a significant expansion beyond traditional content creation into the lucrative world of lifestyle products and direct-to-consumer sales. According to Netflix’s statement, products from the “As ever” line have been “consistently selling out in record time,” suggesting this may be where the real money lies.
“We’re proud to extend our partnership with Netflix and expand our work together to include the ‘As ever’ brand,” Meghan said in a statement that carefully emphasizes collaboration over dominance. The language is notably more collaborative than the confident declarations that accompanied their original Netflix announcement.
This move into lifestyle products makes strategic sense for both parties. For Netflix, it provides a new revenue stream and deeper engagement with subscribers beyond passive viewing. For Meghan, it offers a way to monetize her influence directly while building a brand that exists independently of her royal connections.
The Numbers Game
Despite the downgrade, it’s worth noting that Harry and Meghan have delivered some genuine wins for Netflix. “Harry & Meghan,” their intimate documentary series, debuted in December 2022 with 23.4 million views in its first four days, making it Netflix’s fifth most-popular documentary series of all time. That’s the kind of performance that justifies partnerships, even if not at the original premium level.
The success of their content speaks to a genuine audience appetite for their stories, even as their broader cultural relevance has waned since leaving royal duties. Netflix content chief Bela Bajaria’s statement acknowledging that “the response to their work speaks for itself” suggests the streaming service sees continued value in the relationship, just not at the same financial commitment.
What’s Still in the Pipeline
The scaled-back partnership doesn’t mean Harry and Meghan are disappearing from Netflix entirely. Season two of “With Love, Meghan” premieres August 26, with a holiday special following in December. The eight-episode second season promises “hands-on adventures filled with laughter and discovery” with guests including Chrissy Teigen, Christina Tosi, David Chang, José Andrés, and Tan France.
Archewell also has several projects in development, including the feature film “Meet Me at the Lake,” based on Carley Fortune’s bestselling novel, and “Masaka Kids, A Rhythm Within,” a documentary short about a Ugandan orphanage that “transforms hardship into joy” through dance and music. These projects suggest Harry and Meghan are committed to using their platform for both entertainment and social impact.
The Broader Industry Context
The Netflix-Archewell deal adjustment reflects broader changes in how streaming services approach celebrity partnerships. The initial wave of massive overall deals — including those with Shonda Rhimes, Ryan Murphy, and the Obamas — was driven by Netflix’s need to establish credibility and attract top talent as it transitioned from licensing content to original production.
Now, with the streaming landscape more mature and competitive, Netflix is taking a more measured approach. First-look deals provide access to talent and projects without the massive upfront commitments of overall deals. It’s a sign of the industry’s maturation and Netflix’s evolution from a disruptor throwing money around to an established player making strategic investments.
Reading the Tea Leaves
What does this all mean for Harry and Meghan’s media ambitions? On one hand, maintaining a Netflix partnership — even a reduced one — keeps them in the content game and provides a platform for their projects. The success of their lifestyle content and product sales suggests they’ve found a sustainable niche beyond pure documentary work.
On the other hand, the downgrade signals that their initial media market value may have been inflated by the novelty of their royal exit and the global fascination with their story. As that novelty fades, they’re being evaluated more like any other content creators — based on audience engagement, production costs, and long-term viability.
The Art of the Graceful Pivot
Perhaps the most impressive aspect of this entire situation is how skillfully both Netflix and Archewell have managed the transition. Rather than a messy public breakup or contentious renegotiation, we’re seeing a carefully orchestrated pivot that allows everyone to save face while adjusting to new realities.
Meghan’s evolved on-screen persona, the expansion into lifestyle products, and the continued development of meaningful documentary projects suggest that Harry and Meghan have learned from their initial foray into media production. They’re adapting their approach based on what works rather than stubbornly sticking to their original vision.
For Netflix, the move demonstrates a mature approach to talent relationships — maintaining valuable partnerships while optimizing costs and reducing risk. It’s the kind of strategic thinking that helped them dominate the streaming wars and will likely keep them competitive as the industry continues to evolve.
Looking Forward
As “With Love, Meghan” season two prepares to launch and the holiday special approaches, all eyes will be on how audiences respond to the Sussexes’ evolved approach. Will the humbler, more relatable Meghan resonate better with viewers? Can their lifestyle brand become a genuine revenue driver? And most importantly, can they prove that their value extends beyond the initial curiosity about their post-royal lives?
The answers to these questions will likely determine not just the future of their Netflix partnership, but their broader viability as media personalities in an increasingly crowded landscape. For now, they’ve successfully navigated what could have been a career-damaging downgrade into what looks like a strategic repositioning. In Hollywood, sometimes the most important skill isn’t creating great content — it’s knowing how to gracefully adapt when the music stops.
