Netflix has named Amanda Duthie as its new Head of Content for Australia and New Zealand, poaching the highly regarded executive from rival Stan. The appointment marks a strategic shift for the global streamer as it accelerates its push into local production and expands its regional slate.
Speaking about the appointment, Netflix executives emphasized the company’s ambitions in the region. “Amanda brings a wealth of experience and a strong track record in championing local storytelling,” the company said in a statement. “Her leadership will be instrumental as we deepen our commitment to Australian and New Zealand content, working with top creative talent to deliver stories that connect with audiences here and abroad.”
Duthie also expressed enthusiasm about the move, noting the platform’s unique position in the global streaming landscape. “Netflix is the world’s leading streaming service with an unparalleled reach,” she said. “I am thrilled to join the team and look forward to working with the creative community to showcase more stories from Australia and New Zealand on a global stage.”
Duthie previously served as Head of Content at Stan, where she was responsible for commissioning a range of successful titles that helped solidify the Nine-owned platform’s position in Australia’s competitive streaming market. Her move to Netflix underscores the company’s intent to further consolidate its dominance in the ANZ region by investing more heavily in original productions and fostering relationships with local creators.
In her new role, Duthie will oversee all aspects of content strategy for Australia and New Zealand, reporting directly into Netflix’s Asia-Pacific content leadership. She will be tasked with expanding the streamer’s portfolio of scripted, unscripted, and documentary programming while ensuring Netflix content continues to resonate with Australian and New Zealand audiences.
Her appointment comes as Netflix continues to expand its investment in local markets. The company recently announced billions in global content spending, with a growing portion earmarked for regional originals. In Australia, Netflix has already backed hit productions such as “Heartbreak High,” which has been renewed for multiple seasons, and “Wellmania,” starring Celeste Barber. With Duthie now leading the content strategy for ANZ, the company is positioning itself to capture a larger share of the region’s streaming audience while competing more directly with domestic players like Stan, Binge, and Prime Video.
The transition highlights the intensifying competition in the Australian streaming market, where subscriber numbers are plateauing and services are increasingly turning to exclusive local programming to differentiate themselves. Duthie’s move from Stan to Netflix represents both a talent acquisition for the global leader and a significant challenge for its local rival.
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