Nine Entertainment Co. has launched a sweeping $100 million cost restructuring initiative aimed at consolidating its broadcast and streaming operations. As confirmed by Chief Digital and Publishing Officer Amanda Laing, the media group will cut approximately 50 full-time roles—primarily from back-end operations, engineering, and product teams—marking a major strategic pivot designed to optimize scale and simplify workflows across Nine’s platforms.
The decision comes as Nine integrates its linear broadcast business more tightly with its digital properties, notably its streaming service 9Now, which is slated to receive increased investment. “We are removing duplication and building better processes to support all platforms at scale,” said Laing. “We remain firmly committed to delivering premium content to our audiences however they want to consume it.”
According to sources familiar with the initiative, the restructure is focused on improving operational efficiency while reallocating resources toward areas of future growth. These include new investments in content commissioning, product development, and user experience across streaming and digital publishing. Despite the cuts, Nine has signaled it will continue to grow its digital teams, prioritizing editorial, technology, and platform engagement roles.
Laing emphasized that while job losses are always difficult, the moves are essential for ensuring long-term competitiveness in a rapidly evolving media landscape. “We are doing this to ensure Nine is best positioned for the future of viewing—where audiences expect seamless experiences across linear and digital,” she added.
Nine’s overhaul aligns with broader industry trends as traditional broadcasters adapt to the fragmentation of audience attention and the accelerated migration toward on-demand viewing. The company has been doubling down on its digital strategy, with 9Now playing a central role. In its most recent financial filings, Nine reported a 15% year-on-year increase in 9Now streaming revenues and growing user engagement across its digital assets.
The restructure is expected to unfold over the coming months, with impacted staff being offered redeployment options where possible. Nine also intends to reinvest part of the $100 million in savings into original content and proprietary tech solutions designed to enhance monetization and viewer retention.
This operational shift is one of the most significant under Laing’s leadership since she took on broader responsibilities across Nine’s digital and publishing portfolios. It comes as the company competes more aggressively with both domestic and global streaming platforms in a race for audience loyalty and advertising dollars.
As Australian media companies brace for tighter margins and increasing platform competition, Nine’s restructuring signals a bold move toward leaner, more integrated content operations. Whether this realignment will deliver the scale and agility needed in a rapidly converging digital landscape remains to be seen, but the company’s leadership is betting on a future where operational simplicity underpins long-term innovation.