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Disney Courts Streaming Expertisewith Netflix APAC Hire

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  Published in Media and Entertainment on Monday, August 18th 2025 at 17:37 GMT by Deadline
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The House of Mouse is making a significant move to bolster its streaming strategy in the Asia-Pacific region, bringing on board Jana Freund as President of Direct-to-Consumer (DTC) for EMEA and APAC. This appointment, announced recently by Disney, signals a clear intent to learn from and potentially adapt Netflix’s successful playbook in one of the world's most crucial entertainment markets.

Freund arrives at Disney with an impressive 15-year track record at Netflix, having risen through the ranks to become Vice President of Series (Asia Pacific). During her tenure, she oversaw the development and launch of numerous hit series across Asia, including critically acclaimed shows like “Kingdom” (South Korea), "Never Have I Ever" (India), and "Crazy Rich Asians" (Singapore). Her experience extends beyond just identifying successful content; she’s deeply familiar with the nuances of local tastes, cultural sensitivities, and distribution challenges within the diverse APAC landscape.

This hire is particularly noteworthy given Disney's ongoing efforts to navigate the increasingly competitive streaming world. While Disney+ has enjoyed remarkable initial success globally, growth in key markets like Asia-Pacific hasn't always matched expectations. The platform faces stiff competition from established players like Netflix, local streaming services (such as iQiyi and Tencent Video in China), and emerging platforms vying for consumer attention.

Why This Matters: Understanding the APAC Streaming Landscape

The Asia-Pacific region represents a massive opportunity for streaming services, boasting a vast population with rapidly increasing internet penetration and disposable income. However, it's not a monolithic market. Cultural preferences vary dramatically from country to country – what resonates in Japan might fall flat in India or Indonesia. Furthermore, regulatory hurdles, piracy concerns, and the dominance of local content providers present unique challenges that require a nuanced approach.

Netflix has demonstrably cracked some of these codes over the years. Freund’s expertise lies in understanding how Netflix achieved this success: identifying compelling stories with universal appeal while also incorporating culturally specific elements to resonate with local audiences. She understands the importance of investing in regional production, fostering relationships with local talent, and tailoring marketing strategies to suit each market's unique characteristics.

Disney's Strategy: Learning from a Competitor

Disney’s decision to recruit Freund isn't necessarily about replicating Netflix’s entire model. Instead, it suggests a desire to glean valuable insights into what makes the streaming giant tick in APAC. Disney already possesses significant advantages – a vast library of beloved franchises (Marvel, Star Wars, Pixar), strong brand recognition, and substantial financial resources. However, these assets alone aren't enough to guarantee success in the crowded streaming landscape.

Freund’s role will be crucial in helping Disney refine its approach to APAC. This likely includes:

• Content Strategy: Identifying opportunities for original content production tailored to specific regional tastes. Expect a greater emphasis on local storytelling and collaborations with Asian creators.
• Distribution & Partnerships: Exploring new distribution channels and partnerships to reach wider audiences, potentially including bundling deals or localized offerings.
• Marketing & Localization: Refining marketing campaigns to resonate more effectively with diverse cultural groups and ensuring content is properly localized (dubbing, subtitles, culturally appropriate adaptations).
• Pricing & Packaging: Evaluating pricing strategies and subscription packages to better suit the affordability levels and consumption habits of APAC consumers.

Beyond APAC: EMEA Considerations

The fact that Freund’s remit extends to Europe, Middle East, and Africa (EMEA) is also significant. While the streaming landscape in those regions differs from APAC, many of the same principles apply – understanding local tastes, navigating regulatory complexities, and competing with established players. Disney likely hopes that Freund's experience can be leveraged to improve performance across both regions.

Looking Ahead: A Competitive Streaming War

Disney’s hiring of Jana Freund underscores the intensifying competition in the global streaming arena. The “streaming wars” are far from over, and platforms are constantly seeking ways to gain an edge. By bringing on board a seasoned executive with deep knowledge of the APAC market, Disney is signaling its commitment to winning this battle – not just by relying on established franchises but also by embracing innovation and adapting to the evolving preferences of consumers in one of the world’s most dynamic regions. The coming years will be crucial in determining whether Disney can successfully leverage Freund's expertise to achieve sustained growth and solidify its position as a streaming powerhouse in APAC and beyond.