Amazon to Appoint New Head of DACH Originals in 2026
The leadership change at Prime Video signals a strategic shift for original production in German-speaking markets.
Updated on Oct. 29, 2026 in People
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Amazon has named former Netflix executive Sasha Bühler as its new head of Prime Video originals for the DACH region, effective December 2026. This leadership transition follows the announcement that incumbent Philip Pratt will depart for a new role at The Walt Disney Company.
Why it matters
The appointment signals a competitive push by Amazon to secure experienced talent in content acquisition and original production for the German, Austrian, and Swiss markets. Operators in media and entertainment should track such leadership shuffles as indicators of shifting regional programming strategies.
Philip Pratt concludes a 12-year tenure overseeing German originals for Prime Video and MGM Studios. The transition to Sasha Bühler takes effect in December 2026.
The players
Amazon
A multinational technology company with a diversified business model spanning e-commerce, cloud computing, and digital streaming services.
Sasha Bühler
An experienced media executive specializing in content acquisition and original film production for the European market.
Philip Pratt
A long-tenured production executive who led German originals for Prime Video and MGM Studios for nearly 12 years.
The Walt Disney Company
A global mass media and entertainment conglomerate operating extensive studio, theme park, and streaming divisions.
Netflix
A global subscription-based streaming provider focused on the production and distribution of original content.
The details
Sasha Bühler arrives at Amazon following a role as director of international original film for Netflix across Germany, France, and the Nordics. Her background includes a decade-long stint at Constantin Film and a period leading acquisitions at SquareOne Entertainment. The transition process involved discussions with Prime Video executives Tara Erer and Nicole Clemens to align on regional production strategy.
Timeline
Sasha Bühler joins Prime Video in December 2026.
Philip Pratt joins The Walt Disney Company in early 2027.
Market Landscape
This transition aligns with the broader industry trend of major streamers aggressively poaching experienced talent to lead regional content production. It follows a cycle of competitive repositioning for market share in the European media landscape.
Media operators should monitor how this leadership change affects procurement cycles and local content production standards in the DACH region. Keep a close watch on whether new distribution agreements or original projects emerge from Amazon in late 2026.
The takeaway
Leadership transitions in regional content hubs often signal shifts in acquisition strategy that can change the landscape for local partners and suppliers. Monitor the incoming executive's past production portfolio to anticipate potential changes in programming priorities.
What happens next
Sasha Bühler will join Prime Video in December 2026, followed by Philip Pratt joining The Walt Disney Company in early 2027.
Further reading
For more on industry moves, visit People.
Source note: This article includes information reported by C21Media.
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