Prince Harry and Meghan Markle's transition to American life, initially framed as an escape to freedom, has been marred by a decline in public favor, marked by commercial failures and critical reviews. The couple's efforts to establish a new brand and career in the United States have been met with increasing skepticism and negative press.
Their initial appeal in the U.S. media stemmed from a narrative of escaping perceived oppression and bigotry within the British Royal Family. Prince Harry's early 2023 statement to ITV journalist Tom Bradby, stating he "fled my home country with my wife and my son, fearing for our lives," underscored this theme. Their March 2021 interview with Oprah Winfrey detailed allegations of racism within the Royal Family and a lack of support for Meghan Markle during her mental health struggles, setting the stage for lucrative media deals.
These deals included a $100 million five-year contract with Netflix and a reported $20 million multi-year agreement with Spotify. However, subsequent content produced under these partnerships has faced significant criticism.
A six-part Netflix documentary, "Harry & Meghan," offered a one-sided account of their departure from royal duties. Harry's ghost-written memoir, "Spare," while a bestseller, was met with lukewarm reviews, with many suggesting the couple had exhausted their narrative beyond settling scores with the monarchy. Further Netflix productions, such as "Live To Lead" and "Polo," received poor critical scores. The documentary "Cookie Queens," focusing on the Girl Scouts, reportedly performed poorly at the box office.
The Spotify deal also ended prematurely in June 2023 after just one season of Meghan's podcast "Archetypes." Spotify executive Bill Simmons publicly branded the couple "f***ing grifters."
Public perception was further impacted by a February 2023 episode of the animated sitcom "South Park," titled "The Worldwide Privacy Tour," which satirized the couple's pursuit of privacy and Meghan Markle's public persona. This comedic critique resonated with a growing sentiment that the couple's narrative was becoming repetitive.
Meghan Markle's attempt to launch a lifestyle brand, American Riviera Orchard, in March 2024, initially met with ridicule following the distribution of numbered jars of jam to friends without a formal launch. The brand, later renamed As Ever, eventually saw products for sale, but its success was questioned. An accompanying Netflix series, "With Love, Meghan," which showcased her culinary endeavors, premiered in January 2025.
The Archewell Foundation, the couple's charitable organization, reported raising less than $50,000 in its first year of existence in 2020, according to filings with the IRS. The couple also faced criticism for using private jets while advocating for climate action.
Public opinion in the U.S. showed a marked decline. A January 2023 poll for Newsweek indicated a significant drop in Harry's popularity following the release of "Spare." U.S. media outlets, once sympathetic, began to question the couple's narrative of victimhood. New York magazine's The Cut described their lifestyle as "marshmallowy," while The New York Times called Harry's criticisms in "Spare" "tiresome." In late 2023, The Hollywood Reporter listed the Sussexes among Hollywood's "biggest losers," criticizing their projects as "whiny."
Vanity Fair's January 2025 investigation, headlined "American Hustle," further detailed criticisms, including reports of antagonizing neighbors and alleged discussions of a "post-divorce" book deal for Meghan Markle, which was strongly disputed. The report also cited sources claiming some of Meghan's podcast staff found her difficult to work with, leading to early departures or the need for therapy. Meghan Markle has vehemently denied bullying staff.
Despite a star-studded wedding guest list in 2018 that included prominent figures like Oprah Winfrey, Serena Williams, and George and Amal Clooney, sources suggest that many of these connections have cooled. Some, including the Obamas and the Clooneys, have reportedly distanced themselves from the couple due to their public criticisms of the Royal Family.
The couple's public image continues to face challenges, suggesting a divergence between their carefully curated brand and public reception in the United States.