USA
Indian-Origin Executive Bela Bajaria Exits Netflix After Nearly a Decade: Netflix has announced a major leadership transition, appointing veteran entertainment executive Peter Rice as its new Chief Content Officer, effective October 26, 2026. Rice succeeds Bela Bajaria, the British-American businesswoman and media executive who served as Netflix’s Chief Content Officer from January 2023 until October 2026.
Bajaria’s departure marks the end of a significant chapter in Netflix’s international expansion. Having joined the streaming company in 2016, she helped shape its television strategy and strengthen its position as a global entertainment platform, bringing stories from different countries, languages and cultures to audiences worldwide.
Bela Bajaria: From Gujarati Roots to the Top of Global Entertainment
Born in London, England, in 1970, Bajaria comes from a family of Gujarati Indian heritage. Her early life was shaped by international experiences, family challenges and a determination to build a successful career.
As a child, she spent time in London and Zambia. When she was four, her parents moved from London to the West Coast of the United States with her brother to pursue business opportunities. Due to immigration difficulties, Bajaria remained in the care of her grandparents for a period while her parents worked toward obtaining legal residency in the United States.
She reunited with her parents in 1979 and enrolled in public schools in the Los Angeles area. During her teenage years, she attended Torrance High School and Rolling Hills High School while working as a cashier.
Her journey into the entertainment world took an unconventional turn when a friend encouraged her to enter beauty pageants. Bajaria went on to win Miss LA India, Miss India USA and Miss India Worldwide in 1991. These early experiences preceded her eventual rise through the competitive American television industry.
Bajaria graduated from California State University, Long Beach, in 1995 with a Bachelor of Arts degree in communications, laying the educational foundation for her career in media and entertainment.
Her personal journey—from a childhood spanning different countries and family circumstances to the executive leadership of a major global streaming company—has made her a notable figure in the entertainment industry and a prominent executive of South Asian origin.
Building a Career in American Television
Before joining Netflix, Bajaria developed extensive experience in television production, programming and studio management.
She held senior positions at CBS before moving to NBCUniversal, where she eventually became president of Universal Television. In that role, she helped oversee television development and production, building relationships with writers, producers, performers and creative teams.
Her experience managing television programming and working with creative talent positioned her for increasingly influential roles in the rapidly changing entertainment business.
In 2016, Bajaria joined Netflix to oversee scripted and unscripted series. As the streaming platform expanded its original programming and international operations, her responsibilities grew. She ultimately took charge of the company’s worldwide television strategy before becoming Chief Content Officer in January 2023.
A Global Content Strategy at Netflix
As Chief Content Officer, Bajaria led Netflix’s global content organization, overseeing programming across markets and languages. Her responsibilities encompassed television series, films, unscripted entertainment and the development of content designed to appeal to audiences worldwide.
During her time at Netflix, the platform continued to build a diverse portfolio of international hits, including Squid Game, Lupin, BEEF, Bridgerton, Wednesday and Stranger Things.
The success of international productions demonstrated that stories originating outside traditional Hollywood centers could attract substantial global audiences. Netflix’s strategy increasingly emphasized local creative talent, regional storytelling and programming capable of crossing cultural and linguistic boundaries.
For South Asian audiences and entertainment professionals, Bajaria’s leadership carries particular significance. Her Gujarati heritage and professional rise illustrate the growing presence of South Asian-origin executives in the upper ranks of the American entertainment industry. Netflix’s broader investment in international programming has also created opportunities for Indian and other South Asian stories to reach audiences beyond their home markets.
Her tenure also coincided with Netflix’s expansion into live entertainment and sports programming. The company pursued major initiatives involving WWE programming, NFL Christmas Day games, comedy specials and other live events, broadening its identity beyond on-demand films and television series.
Recognition and Industry Influence
Bajaria’s influence extended beyond her executive responsibilities at Netflix. She was named to TIME magazine’s list of the 100 Most Influential People in 2022 and has been recognized on Fortune’s Most Powerful Women list.
Her career reflects the changing nature of global entertainment leadership, where executives must balance creative ambition, audience preferences, production costs, international markets and commercial performance.
Her rise also highlights the increasing importance of leaders who understand both Hollywood’s established production ecosystem and the opportunities offered by international storytelling.
Peter Rice Takes Charge of Netflix’s Global Content Operations
Rice brings extensive experience across television, film and entertainment management. Before joining Netflix, he held senior leadership positions at Disney and 21st Century Fox, including Chairman of Walt Disney Television and Chairman of General Entertainment at Disney.
His responsibilities at Disney included major brands and platforms such as ABC, FX Networks, Hulu, National Geographic, Disney Channel and Twentieth Century Fox Television.
Rice also led Fox Searchlight Pictures, the studio behind acclaimed films including Slumdog Millionaire, Juno, Little Miss Sunshine and Sideways. Earlier in his career, he worked on projects including Moulin Rouge!, Romeo + Juliet, The Beach and the original X-Men film.
At Netflix, Rice will oversee the worldwide content organization, including scripted and unscripted series, films, live events and programming across international markets.
Netflix co-CEO Ted Sarandos thanked Bajaria for her contributions, recognizing her leadership in expanding the company’s programming, live events, sports offerings and global slate of films and series.
Rice has also expressed appreciation for Bajaria’s work in building Netflix’s international content organization and indicated that he intends to build on the foundation she established.
A New Chapter for Netflix
Bajaria’s departure comes as streaming platforms compete intensely for audiences, creative talent and investment. Netflix faces the continuing challenge of balancing global franchises with distinctive local productions while expanding into live programming and other entertainment formats.
Her tenure helped establish international storytelling as a central component of Netflix’s identity. Her career—from her childhood in a Gujarati family with roots in India to senior leadership at one of the world’s largest streaming platforms—also represents a notable story of professional achievement and South Asian-origin representation in global media.
As Rice takes over on October 26, 2026, Netflix enters its next phase of content leadership with a substantial international operation and an established global audience
