Sydney, August 29, 2025 – Netflix has appointed Amanda Duthie as its new Head of Content for Australia and New Zealand (ANZ), in a move that underscores the global streamer’s deepening commitment to local storytelling and original productions. Duthie, who previously held a senior content role at rival platform Stan, will now spearhead Netflix’s regional content strategy across scripted, unscripted, and documentary programming.
The appointment comes at a time when competition in the Australian streaming landscape is intensifying, with players like Stan, Binge, and Prime Video vying for audience attention through exclusive local content. Netflix’s decision to bring Duthie on board signals its intent to consolidate its dominance by doubling down on high-quality, locally produced stories that resonate globally.
Strengthening Netflix’s Regional Slate
Confirming the appointment, Netflix executives emphasized the importance of investing in regional markets to fuel the next wave of subscriber growth.
“Amanda brings a wealth of experience and a strong track record in championing local storytelling,” Netflix 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.”
As Head of Content, Duthie will report directly to Netflix’s Asia-Pacific content leadership and play a pivotal role in expanding the company’s portfolio of regional originals. This includes building on the success of existing Australian hits such as Heartbreak High and Wellmania, which have attracted strong viewership both locally and internationally.
Duthie’s Vision for ANZ Storytelling
Duthie, known for her creative leadership and ability to champion distinctive narratives, expressed excitement about her new role at the world’s largest streaming service.
“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.”
Her prior work at Stan included overseeing a slate of successful commissions that cemented the Nine-owned service’s position in the competitive local market. Her shift to Netflix not only marks a significant talent acquisition for the streaming giant but also presents a competitive setback for its domestic rival.
Local Originals at the Heart of the Strategy
Duthie’s appointment aligns with Netflix’s broader strategy of expanding investments in local productions. The company has committed billions to global content development, with a growing share dedicated to region-specific storytelling. By building stronger ties with creators, producers, and production houses in Australia and New Zealand, Netflix aims to generate content that appeals to local audiences while also scaling to international viewership.
The move also highlights a wider trend across the streaming industry: with subscriber growth slowing in mature markets, services are increasingly turning to exclusive local originals to differentiate themselves and retain audiences.
Competition Heats Up in Australia’s Streaming Market
The Australian streaming ecosystem is one of the most competitive globally, with multiple platforms battling for a finite pool of subscribers. Analysts suggest that Netflix’s appointment of Duthie is both a strategic investment in talent and a signal of intent to capture a larger share of the ANZ market.
Her track record at Stan, combined with Netflix’s global scale, could prove a powerful combination as the platform seeks to deliver compelling, uniquely Australian and New Zealand stories with international appeal.
With Amanda Duthie at the helm, Netflix is positioning itself to remain not just a global leader in streaming, but also a local champion of storytelling in Australia and New Zealand.
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