Netflix is establishing an HQ in Sydney, Australia and has started hiring local staff as it battles to maintain its dominant position in the country’s streaming video market.
The presence marks the first time Netflix will have permanent local staff, with former LinkedIn director of public policy for AsPAC and Japan, Nick O’Donnell, appointed its local director of public policy.
Netflix is currently the clear market leader in Australia’s streaming market, but is likely preparing for the arrival of the Disney+ streaming service later this year. The move could also signal that Netflix is set to ramp up its production of original Australian content. Former Twentieth Century Fox head of publicity Sarah Haines has taken on a new role as head of Netflix’s Australia and New Zealand publicity for originals.
A team of as many as 10 people will initially be based out of a Sydney co-working space, according to reports.
Netflix has 18 office locations around the world, including six in Asia Pacific.