Amanda Laing has stepped into a challenging role as the new chief of Nine Entertainment’s free-to-air channels and streaming platforms, including 9Now and Stan. Following a consolidation that saw the company cut 50 jobs, Laing is now tasked with steering the largest media company in Australia through a period of significant transformation and competition.
Laing, who previously held executive positions at Foxtel Group and served as Nine’s general counsel, must balance the need for cost management with the realities of an evolving media landscape. The television industry is facing a long-term decline in free-to-air broadcast viewership, while subscription-based and on-demand streaming services continue to grow. Her approach is clear: “It’s not just a matter of, ‘Can we get more juice out of the fruit’? It’s actually about growth,” she stated.
Challenges in a Shifting Market
Nine Entertainment’s revenue is largely driven by its streaming and broadcast divisions, which accounted for 78 percent of the company’s income in the 2025 financial year. This is particularly crucial when considering that the free-to-air television market has seen declines in viewership for all but one of the past 24 months, according to advertising monitoring firm Standard Media Index.
In this environment, Laing’s role is more than just about financial survival. She emphasized the importance of “true growth,” which includes expanding subscriber numbers and increasing revenue. “Controlling the cost base and making sure we have an appropriate cost envelope to drive that growth … that is a delicate dance,” Laing added.
Nine’s chief executive, Matt Stanton, has set an ambitious $100 million cost-cutting target for the 2026 and 2027 financial years, a response to the challenging advertising market. While Laing acknowledged the need for cuts, she is wary of entering a “death spiral of cost-cutting,” which could inhibit the company’s ability to generate revenue.
Strategic Growth Initiatives
In her recent address to Nine investors, Laing outlined plans for greater integration between Stan and Nine’s broadcast channels. This strategy targets a larger share of the $12 billion video market, which is increasingly dominated by international players such as Netflix, YouTube, and TikTok.
Laing highlighted the competitive landscape, noting that Nine’s channels accounted for 19 percent of television viewership in the three months leading to September 30, compared to Netflix’s 11 percent and YouTube’s 9 percent. One of the initiatives includes creating new content that can leverage both platforms effectively. For instance, a spin-off of the popular show *Married at First Sight* will be available exclusively on Stan, while early seasons of shows like *Bump* and *The Hunting Wives* will air on Nine’s free-to-air channels.
Laing’s restructuring of her team aims to enhance visibility and cross-functionality among the various divisions of Nine. This includes dedicated personnel for entertainment, sports, news, strategy, and show acquisitions. She believes that transformation goes hand in hand with cost control, stating, “You really need to transform, not just cut costs.”
As Laing navigates this complex media landscape, her focus remains clear: balancing cost management with strategic growth to position Nine Entertainment for future success. The pressure is on, but with innovative strategies and a keen understanding of audience dynamics, she is poised to lead the company through these turbulent times.
