Netflix names former Disney executive Rice as new content chief as Bajaria departs
NFLX•Netflix appointed former Disney executive Peter Rice as chief content officer, succeeding Bela Bajaria, who is leaving after nearly a decade at the company. Rice will oversee content strategy from October 26, while Netflix is facing investor concerns about engagement and growth.
1. Rice takes content role
Netflix said it appointed Peter Rice as chief content officer, succeeding Bela Bajaria, who is leaving after nearly a decade at the streaming platform. Rice will oversee content strategy from October 26, including series, films and live events across regions. He previously served as chairman of Walt Disney Television and chairman of general entertainment at The Walt Disney Company.
2. Bajaria’s tenure and challenges
Bajaria joined Netflix in 2016 and became chief content officer in January 2023. During her tenure, Netflix released hits including “Bridgerton” and “Squid Game” and expanded live programming through multi-year partnerships with WWE and the NFL. The announcement came a day after Netflix told staff it was laying off 6% of its workforce, roughly 1,000 employees. The company has faced questions about sustaining growth as engagement becomes a key investor concern, with YouTube and TikTok attracting viewers through free user-generated content.
