According to a royal expert, the feud between the Sussexes and the Cambridges has morphed into a “petty” contest for popularity.

Meghan Markle and Prince Harry are reportedly competing in a “petty transatlantic popularity contest” with Kate Middleton and Prince William.

Prince Harry, 36, and Meghan Markle, 39, who are now staying in their $14 million home in California, are ‘playing into the cult of celebrity,’ according to Duncan Larcombe, author of Prince Harry: The Inside Story.

He claims the Duke and Duchess of Sussex are using their Archewell Foundation to contend with Wills and Kate. Meghan, 39, has written a book, and they have started a podcast series, among the many projects they have started since stepping down as senior royals.

He described it as a “complete change” from the age of Prince Philip, who insisted that the emphasis should be on “causes” rather than “royals.”

“Whether William and Kate like it or not, they are now international players in a transatlantic popularity contest with their own flesh and blood,” royal author Duncan Larcome told Fabulous magazine.

“Harry and Meghan have shown that modern royalty will only survive if it is absolutely at the cutting edge of social media and their profiles play into the narrative of the cult of the celebrity.

“Which is a complete change from the era of Prince Philip. It was never about the royals, it was about the causes, never complain, never explain, ignore questions about you and make it about your causes.”

With the unveiling of their latest YouTube channel and the change of their Instagram username, the Duke and Duchess of Cambridge seem to have embarked on a rebranding in the last few months.

“Clearly William and Kate are quite clear they need to do more to sell themselves as a couple, family and personalities,” he said.

“I think in the first few years of their marriage they were very formal.

“Things like their anniversary video, that is a deliberate charm offensive to sell them as personalities as well as people who are going to be the king and queen.”

It comes after brand analysts said that the Duke and Duchess of Cambridge had ‘refreshed’ their digital approach by revamping their Instagram account and launching a YouTube channel in order to project a ‘warm and inviting’ profile.

Prince William and Kate changed their profile photo to a candid snap taken during a visit to Ireland last year and changed their username from ‘Kensington Royal’ to the more informal ‘Duke and Duchess of Cambridge’ last week.

The pair have opened a YouTube channel just days after sharing an intimate family video with their children Prince George, seven, Princess Charlotte, six, and Prince Louis, three, showing them spending time at the beach.

It’s all part of the Cambridges’ plan to modernize how the royal family communicates with a tech-savvy crowd, while revealing just enough of their personal lives to please viewers without jeopardizing their children’s privacy, according to reports.

Meghan’s book The Bench is the latest in a long line of projects for the pair since moving to the United States.

They signed a £75 million Netflix contract and a multi-million dollar deal and Spotify, with a docuseries about the Invictus Games in the works.

And when Harry appeared solo at a Covid concert, he received a standing ovation, with US fans declaring that “he belongs to us now”

The pair, as well as their son Archie, have since Megxit relocated to California, where the former Suits star grew up.

Meghan is now expecting her second child.

When her due date approaches, bookmakers have lowered the betting on their daughter’s name being Philippa.

It’s now a 3/1 chance that Harry and Meghan will name her after her late great-grandfather, Prince Philip.

Diana is second in the betting at 5/1, while Elizabeth and Allegra are both 10/1.

Under their Archewell Foundation, Harry and Meghan contributed nappies and infant products to an organisation that helps vulnerable pregnant mothers on Sunday.

It was one of their first media appearances since their explosive interview with Oprah, in which they accused several members of the royal family of asking questions about the color of their baby Archie.

To “promote gender equality,” Prince Harry and Meghan Markle have partnered up with a major American consumer products company.

The Archewell Foundation, established by the Duke and Duchess of Sussex, has confirmed a multi-year global alliance with Procter & Gamble, an American multinational renowned for its cleaning products.

“Archewell Foundation believes that with community, and through compassionate service to others, we can unleash systemic cultural change,” reads their statement. “In service of doing this, and building more compassionate communities, Archewell Foundation announced a multi-year global partnership today with Procter & Gamble.”

“Through Archewell Foundation, The Duke and Duchess of Sussex are on a mission to build a more equitable and just future for women and girls,” according to the Archewell website.

“In this partnership, Archewell Foundation and P&G will put a priority focus on gender equity.”