Netflix chief executive Ted Sarandos and the streaming platform's content officer Bela Bajaria have both stopped following Meghan Markle and her lifestyle venture As Ever on Instagram, a move that reportedly occurred roughly four weeks ago.
Mr Sarandos had been among the earliest high-profile figures to follow the Duchess of Sussex when she made her return to social media at the start of 2025.
The streaming boss also added her business account to his curated list of approximately 450 followed accounts when it launched in March last year, initially under the name American Riviera Orchard before its rebrand.
However, both executives have now removed the accounts from their following lists, as spotted first by the Mail.
Netflix chiefs unfollow Meghan Markle and her brand following split
|GETTY / INSTAGRAM: TED SARANDOS / PA
Notably, Mr Sarandos's wife, Nicole Avant, continues to follow Meghan personally, though not the brand.
A Netflix source told the outlet: "Nicole and Meghan are still friends."
The social media distancing follows Netflix's decision to sever its connection with As Ever on March 6, after the lifestyle brand struggled to gain the anticipated momentum.
When the venture launched in April 2025, it featured products including fruit preserves, flower sprinkles, cookie mixes, wine, candles, bookmarks and tea, all tied to the duchess's programme With Love, Meghan.
Ted Sarandos no longer follows Meghan's brand, As ever
|INSTAGRAM: TED SARANDOS
The partnership has been marked by conflicting accounts in recent days, with Variety reporting that Mr Sarandos was "fed up with the pair" and would allegedly refuse to speak with Meghan unless legal representation was present.
Both Netflix and the Sussexes' attorney, Michael J. Kump, have firmly rejected these assertions.
A Netflix spokesman called the claims "absolutely inaccurate," whilst Mr Kump described them as "blatantly false."
The lawyer stated that Meghan maintains regular communication with Mr Sarandos and has "been to his home, sans lawyers."
Ted Sarandos, CEO of Netflix, and Nicole Avant pose on the red carpet during the Oscars arrivals at the 98th Academy Awards
|REUTERS
Additional allegations emerged suggesting Meghan had been difficult in meetings, including claims she would leave video calls or speak over Prince Harry.
Her legal team dismissed these, explaining she stepped away only to attend to her children, Archie and Lilibet.
Despite the social media activity and brand separation, Netflix maintains that its broader relationship with the Sussexes through their Archewell Productions company remains intact.
At the Next on Netflix event on March 18, Ms Bajaria addressed the speculation directly, stating: "We still have a relationship with them.
Bela Bajaria poses on the red carpet during the Actor Awards
|REUTERS
"We have movies in development with them. They have things in development on the TV and film side."
She also praised the couple's 2022 documentary Harry & Meghan and described Archewell as "a thoughtful and collaborative partner."
Ms Bajaria noted that deal changes are routine in the industry: "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."