Experts on royal affairs disclose the most prosperous element in Meghan Markle and Harry's latest agreement
In a recent development, Meghan Markle and Prince Harry have signed a multi-year first-look deal with Netflix, marking a strategic shift in their content partnership. This new arrangement is less comprehensive than their original 2020 contract, which granted Netflix exclusive overall rights to their content from Archewell Productions.
The couple's most commercially successful project under this new deal is the hit documentary Harry & Meghan (2022), which was one of Netflix’s most popular documentaries, with 23.4 million views. However, their subsequent projects, including With Love, Meghan, have received mixed reviews and relatively modest viewership.
Royal expert Richard Fitzwilliams believes that this new deal is a clear sign that the Sussexes are not A-listers in the traditional sense. Despite the appeal of their brand, Fitzwilliams suggests that they have taken a bad hit. However, he also sees potential for the Sussexes to broaden their appeal and commercial footprint by incorporating their lifestyle brand, As Ever, into their media ventures.
This approach offers ways to refine their public image and business model amidst critical scrutiny of their earlier projects and evolving media landscape. It aligns with industry trends favouring flexible content deals and multi-platform brand building. The less exclusive nature of the new deal allows the Sussexes to explore other content platforms or formats, reducing dependency on one streaming service.
Ian Pelham Turner, another royal commentator, suggests that the couple's brand value could soar if they were to take on a new role as royal ambassadors in America. Turner implies that Netflix may have underestimated the potential change in Meghan and Harry's brand value.
In summary, the Sussexes' new Netflix deal represents a strategic but scaled-back continuation of their content partnership. The deal offers potential for expanding their branding through both media and their lifestyle brand, As Ever. The less exclusive nature of the deal allows the Sussexes to explore other content platforms or formats, reducing dependency on one streaming service. This approach aligns with industry trends favouring flexible content deals and multi-platform brand building.
In this new phase of their content partnership with Netflix, the Sussexes are set to diversify their content, moving beyond their original exclusive rights agreement. With the hit documentary Harry & Meghan (2022) and ventures like their lifestyle brand, As Ever, they aim to broaden their appeal and commercial footprint, as suggested by royal expert Richard Fitzwilliams.
Ian Pelham Turner sees a potential increase in the Sussexes' brand value if they were to take on a new role as royal ambassadors in America, an opportunity that could extend beyond their current Netflix deal, implying that Netflix may have underestimated the redefined value of the Sussexes' brand.
