Netflix recruits for new Sydney office

Netflix is strengthening its position in the Australian market by opening an office in Sydney.

Its first hires include Nick O’Donnell, former director of public policy for LinkedIn in Asia Pacific, who has joined as local director of public policy.

Sarah Haines, former head of publicity for 20th Century Fox’s theatrical distribution arm in Australia, is head of publicity, original content for Australasia.

Until now the streaming giant had relied on local marketing agencies to promote its shows.

Roy Morgan Research estimates that more than 11.2 million Australians have a Netflix subscription, up by 25% on a year ago, followed by local streamer Stan with 2.6 million.

Australian producers and other sections of the screen industry have long lobbied the government to impose local content obligations on streaming services, so far to no avail.

Netflix has been quite active in Australia, acquiring or commissioning a raft of series including The Unlisted, Pine Gap, Tidelands, The Letdown, Hannah Gadsby’s Nanette, The New Legends of Monkey, Glitch and Beat Bugs.