CEO Ted Sarandos and chief content officer Bela Bajaria have both hit the unfollow button on Meghan Markle and her lifestyle brand As Ever.
This reportedly happened about four weeks ago, raising eyebrows as Sarandos was once one of Meghan’s most visible supporters on the platform.
When she returned to Instagram in early 2025, he was among the first big names to follow her, even adding her business venture, then known as American Riviera Orchard, to his tightly curated following list of around 450 accounts.
Now, both Meghan’s personal and brand accounts have quietly disappeared from leaders’ feeds, first noticed by Mail.
Sarandos’ wife, Nicole Avant, still follows her personally but not the label with insiders insisting the friendship remains intact.
“Nicole and the Duchess are still friends,” a source noted.
The digital move away comes not long after Netflix stepped away from its association with As Ever on March 6, following reports that the lifestyle venture was struggling to generate the buzz many expected.
Originally launched in April 2025, the brand leaned on a home-inspired aesthetic and offers everything from fruit preserves and cookie mixes to candles, teas, all tied into Meghan’s range With love, Meghan.
A report from Black suggested that tensions had surfaced and claimed that Sarandos had become frustrated and would only engage through legal channels.
A Netflix spokesperson dismissed the reports as “absolutely inaccurate,” while Meghan’s lawyer, Michael J. Kump, went further, calling them “blatantly false.”
