In 2020, when Prince Harry and Meghan Markle bid farewell to their royal duties to settle in California, they took with them a fortune that even Hollywood’s star-making machine could not manufacture: the prestige and fame of the British Crown.
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The couple chose Montecito, an ultra-luxurious California enclave, as their new home. It was already inhabited by figures such as Oprah Winfrey, Gwyneth Paltrow and Rob Lowe. Their break with the United Kingdom was immediately followed by stratospheric contracts with the giants Netflix and Spotify.
Several years later, however, their reorientation toward the United Kingdom appears to be passing through California with barely a ripple. The Duke and Duchess of Sussex’s expedition into Hollywood highlights an early lesson of the entertainment industry: fame opens doors, but it cannot guarantee staying power.
When Harry and Meghan gave up their roles as working members of the royal family, they announced that they sought financial independence and a less restricted existence. During their explosive interview with Oprah Winfrey in 2021, Meghan described the ability to decide her own fate as “liberating.” Harry, for his part, has said that the United States offered his family the privacy and freedom that, in his view, they would lack in Britain. He even added that this was the life his mother, Princess Diana, would have wanted for him.
The move to California was accompanied by the signing of major commercial deals. The pair secured multimillion-dollar agreements with Netflix and Spotify, becoming some of the entertainment industry’s most sought-after names. Stacy Jones, chief executive of the marketing and public relations agency Hollywood Branded, explains that “their names immediately captured attention, and corporations were willing to invest staggering sums.” However, she notes that Hollywood offers endless events, parties and opportunities for celebrities, but you soon realize that everything is aimed at promoting something waiting to be sold. And Harry and Meghan had plenty to offer.
Their partnership with Spotify, reportedly worth $25 million, gave rise to Meghan’s “Archetypes” podcast, which featured guests such as Serena Williams and Mariah Carey. In 2023, however, Spotify and Archewell Audio announced that they had mutually agreed to end their partnership. Their five-year Netflix contract, which was reportedly worth between $60 million and $100 million at the time, also resulted in several productions. But the deal was later replaced by a less lucrative partnership, at a time when the entire American entertainment industry was facing difficulties, cutbacks and restructuring. Without a doubt, the documentary series “Harry & Meghan” remains the product that attracted the widest attention, while some of the couple’s other initiatives failed to make the same impact.
Harry proved particularly compelling when the product being sold was his own personal story. His autobiography, “Spare,” became a global publishing sensation. The book, for which Harry reportedly secured an advance of around $20 million, sold more than six million copies worldwide. At the same time, he became involved in initiatives concerning mental health, veterans and sport. The documentary “Heart of Invictus” focused on wounded veterans preparing for the Invictus Games, which he founded, while the project “Polo” centered on another of his passions. Nevertheless, none of these reached the audience of the documentary “Harry & Meghan” or the autobiography “Spare.” As a result, Harry remains highly sought-after only when the subject revolves around him, the royal family or causes with which he has been associated over the years.
Meghan, meanwhile, once known for her role in the series “Suits,” sought to build a fresh identity in the lifestyle sphere. On Netflix, she introduced the series “With Love, Meghan,” in which she shared recipes, lifestyle inspiration and a curated version of her California life. Scenes of the house, garden, rescued chickens and artisanal products created the image of a fairytale existence at the foot of the Santa Ynez Mountains. The series ended after two seasons, although it received an Emmy nomination in the lifestyle program category. Her product brand, “As Ever,” also ran into difficulties in its relationship with Netflix. “Netflix makes films. Netflix does not produce marmalade,” commercial identity expert Stacy Jones says humorously.
The idealized life Meghan presented on screen became a target for some commentators, who saw it as detached from reality. Marketing specialists nevertheless point out that even negative publicity can have value, as long as it keeps a figure constantly at the center of attention. From this perspective, Meghan’s projects have secured her not only products to promote, but also a way to maintain her presence in the media.
Harry and Meghan’s decision to return to Britain has raised a series of questions about the motives behind the move. Some royal analysts believe the couple may be seeking greater proximity to the royal family and the symbolic weight it carries. Kinsey Schofield, host of a podcast dedicated to the royal family, has said that “they still seem to be seeking proximity to the Crown to legitimize themselves or, from time to time, turn it into commercial leverage.” Despite this, Harry and Meghan still have initiatives in progress. They recently promoted a documentary about the Girl Scouts and are preparing a scripted series set in the exclusive circles of polo teams.
The Sussexes’ journey in the United States reflects a broader difficulty facing Hollywood. The American entertainment industry is going through a turbulent phase, with mass layoffs, continuous restructuring and radical changes in business models. According to experts, even a figure with international fame finds it difficult to build a sustainable company in this climate. Harry and Meghan’s names were undoubtedly an extraordinary lever when they arrived in the United States. But over the years, it became clear that a grand title does not automatically translate into long-term success in Hollywood.
And if the couple is moving away from California, that does not mean they will fade from the public’s attention. “They can never become anonymous anywhere in the world,” Stacy Jones says. “They are not people who know how to retreat into the shadows. They are the protagonists of their own show or someone else’s.” In short, Harry and Meghan may be saying goodbye to Hollywood, but it appears that neither Hollywood nor the royal family will be able to escape their shadow so quickly.
