CEO Ted Sarandos and Chief Content Officer Bela Bajaria hit the unfollow button on Meghan Markle and her lifestyle brand As Ever.
This reportedly happened about four weeks ago, raising eyebrows given that Sarandos was once one of Meghan’s most visible supporters on the platform.
When she returned to Instagram in early 2025, he was one of the first big names to follow her, even adding her business venture, then known as American Riviera Orchard, to her carefully curated follower list of around 450 accounts.
Now, both Meghan’s personal and brand accounts have quietly disappeared from executives’ feeds, as first noted by the Mail.
Sarandos’ wife, Nicole Avant, still follows her personally, though not the brand, and insiders insist the friendship remains intact.
“Nicole and the duchess remain friends,” a source said.
The digital distancing comes shortly after Netflix pulled out of its partnership with As Ever on March 6, following reports that the lifestyle company struggled to generate the buzz many expected.
Originally launched in April 2025, the brand leaned into a home-inspired aesthetic and offers everything from fruit preserves and cookie mixes to candles and teas, all related to Meghan’s series. Love, Meghan.
a report of Variety suggested that tensions had arisen, claiming that Sarandos had become frustrated and would only participate through legal channels.
A Netflix spokesperson dismissed the reports as “absolutely inaccurate,” while Meghan’s lawyer, Michael J. Kump, went further and called them “blatantly false.”
