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Meghan Markle and Prince Harry's novelty has "faded", an expert has said, in his damning verdict on their new Netflix deal. The Duke and Duchess of Sussex revealed on Monday they would be continuing their partnership with Netflix as their five-year deal, which they signed in 2020, comes to an end next month.

However, while Netflix will continue working with the couple, the new deal has less favourable terms than the first. This is because it has a "first-look" agreement, which means Meghan, 44, and Harry, 40, should present TV and media ideas to Netflix before any other streaming giants, with Netflix having the free reign to reject them.

This means the couple, who have produced various shows with Netflix to mixed success, need to deliver desirable content.

While Meghan's fans have celebrated the new Netflix deal and seen it as a good thing, Simon Brisk, Co-founder, Marketing and Consumer Expert at Click Intelligence, believes that the new agreement, which he has called a "downgrade", shows the couple's "novelty has faded".

He said: "This is a textbook example of how brand equity can shift in real time. In 2020, Harry and Meghan represented not just celebrity appeal, but novelty, a fresh narrative for Netflix to capitalise on.

"Four years later, the novelty has faded, and their deal reflects that reality.

"A first-look agreement isn't failure, but it does signal that Netflix is applying the same performance criteria to them as to other producers. That's a very different power position.

"From a branding standpoint, the downgrade is a reminder that fame without consistent cultural moments can lose negotiating strength. The Sussexes now need to deliver content that isn't just watched, but talked about, to rebuild that sense of 'must-have' urgency."

Mr Brisk believes Harry and Meghan should now focus on "originality".

He said: "My advice to them and to any high-profile brand facing recalibration is to lean into originality and speed. In a first-look environment, it's the timely, conversation-driving projects that win.

"They must prove they can create a sustained impact without the safety net of guaranteed output. The public is watching to see if this is a strategic pivot or a slow fade, and that makes the next project critical."