Netflix Replaces Bela Bajaria After Nearly A Decade As Content Chief

Photo:@belabajaria

India-West News Desk

LOS ANGELES, CA – Bela Bajaria is leaving Netflix after nearly 10 years at the streaming company, which has appointed former Disney executive Peter Rice as its new chief content officer. Rice will assume the role October 26, taking charge of the company’s global programming, films and live events.

Bajaria’s exit comes at a challenging time for Netflix, with declining stock performance, workforce reductions and questions about its ability to deliver major cultural hits. The company has not disclosed a specific reason for her departure, which has reportedly surprised industry insiders.

‘Variety,’ citing sources familiar with the situation, suggested Bajaria could become a scapegoat for broader business challenges facing the streaming giant. Her departure also recalls Netflix’s 2020 content leadership shake-up, when Cindy Holland, who oversaw series such as ‘House of Cards,’ ‘Stranger Things’ and ‘The Crown,’ left the company. Bajaria later assumed responsibility for a consolidated content operation spanning English-language and international programming.

The leadership transition follows Netflix’s October 14 layoffs, which eliminated approximately 1,000 employees, or about 6% of its workforce. The company’s shares have also declined more than 20% this year, adding to the pressure surrounding its business and programming strategy.

During Bajaria’s tenure, Netflix continued to expand its global reach, but the company has faced challenges in audience engagement and awards recognition. It received 16 Primetime Emmy Awards this year, its lowest tally since 2016, compared with 30 in 2025 and 44 in 2021.

Audience engagement increased just 2% year over year in the first half of 2026. While releases such as ‘His & Hers’ and the fourth season of ‘Bridgerton’ attracted substantial viewership, Variety reported that Netflix has struggled to produce a recent cultural phenomenon on the scale of ‘Stranger Things.’

Bajaria joined Netflix in 2016 after holding senior positions at CBS and NBCUniversal, where she led Universal Television. She played a significant role in the streaming service’s international expansion, which included opening nearly two dozen offices around the world and increasing investment in programming produced in local languages.

She also helped steer Netflix into live entertainment through licensing agreements with WWE and the NFL. Those offerings have drawn audiences to the company’s ad-supported subscription tier, broadening its programming beyond traditional television series and films.

Rice arrives with extensive experience across the entertainment industry. His previous senior positions include roles at 21st Century Fox, Fox Searchlight Pictures and The Walt Disney Company, where he oversaw cable networks, news programming and major sports coverage.

More recently, Rice had been working under a producing agreement with A24 while concentrating on content and ceremonies planning for the 2028 Los Angeles Olympics.