Ted Sarandos, the CEO of Netflix, has notably unfollowed both Meghan Markle and her lifestyle brand, As Ever, on Instagram, which has sparked rumors of a faltering partnership between the streaming service and the Duchess of Sussex. Sarandos was one of the early supporters of Markle's return to social media in 2025, following her professional path since she launched her lifestyle brand. The decision to unfollow comes after various reports suggesting that Netflix's collaboration with Markle may be at risk.

Since the launch of Markle's lifestyle brand, there has been much anticipation regarding her projects with Netflix. As Ever was initially branded as American Riviera Orchard before the rebranding, and its growth has been closely watched, especially given Sarandos's initial support. His following of her account illustrated an interest in her endeavors; however, the recent unfollowing could indicate a shift in the dynamics of their working relationship, which may affect the future of the content developed under their partnership.

The implications of Sarandos's actions are significant in the context of both Markle's career and Netflix's strategic direction. The possible upheaval in their collaboration could lead to heightened media scrutiny and impact public perception of Markle's ongoing projects. Such changes highlight the sensitivity in relationships between high-profile figures and major entertainment entities like Netflix, especially in an era where social media actions are interpreted as public statements and carry weight in the industry.