Home / Arts and Entertainment / Amazon Restructures Unscripted TV Division, Shifts Focus to Brand Partnerships
Amazon Restructures Unscripted TV Division, Shifts Focus to Brand Partnerships
27 Oct
Summary
- Amazon's unscripted TV head Lauren Anderson moves to brand innovation role
- Former Netflix exec Peter Friedlander takes over unscripted strategy
- Amazon struggles to create breakout unscripted hits, loses talent to Netflix
In a significant shift, Amazon is redefining its unscripted television strategy under new leadership. As of October 2025, Lauren Anderson, who previously oversaw unscripted programming, has officially moved out of the television team and will now focus full-time on a new, brand-funded role.
Anderson was named Head of Brand and Content Innovation in May 2024 and tasked with managing Amazon MGM Studios' collaboration with brands. However, she had continued to oversee the unscripted television team until now. She will now officially move to the Amazon Ads Brand Innovation Lab on a full-time basis as Director, working across various Amazon divisions.
With Anderson's departure, former Netflix executive Peter Friedlander, who took over as head of global television last month, will now put his own stamp on Amazon's unscripted strategy. Friedlander is likely to either bring in an external candidate to oversee the division or promote from within, as he seeks to revamp Amazon's unscripted offerings.
Amazon has struggled to create any sizeable unscripted hits in recent years, with its most-watched show being the renewed Prime Video series Beast Games. The company has also seen several unscripted executives depart for Netflix over the past year, further complicating its strategy in this space.
