By Dawn Chmielewski

(Reuters] Walt Disney Co. named Rebecca Campbell as its chief executive for the new international hub for content creation. This will allow it to increase regional content to its streaming services.

Campbell will manage the creation of additional locally-produced content for Disney+, Hulu, and Star+ as these video streaming services expand internationally.

Since the launch of Disney+ in late 2019, the company’s streaming business has expanded rapidly, with its service amassing 179 million subscribers through the end of fiscal 2021. It plans to increase the number of countries that its Disney+ service will be available to 160 in fiscal 2023.

Disney announced that it will invest in local content, mirroring Netflix Inc’s (NASDAQ:) strategy. Netflix Inc (NASDAQ:) has taken advantage of the popularity of shows from other countries, such as the recent South Korean hit “Squid Game”, which is the dominant streaming service.

The Burbank-based Disney is making tentative moves in that direction. Disney unveiled a series of content from Asia Pacific last October. It included a documentary about the top-selling Korean girl band BlackPink. Also, Tokyo MER was announced, a drama starring Ryohei and Kento Suzuki.

Disney announced that by 2023, it was planning to commission over 50 new productions. In November, the first Disney+ original series produced in Latin America, “Disney Intertwined” (“Entrelazados”), debuted.

The company announced that Campbell would continue to oversee Disney’s international media team, as well as her expanded position of chair for international content and operations. Campbell will report to Bob Chapek (Chair of International Content Operations).

Michael Paull (another Disney executive) was elevated to the position of president of Disney Streaming. This new title oversees Disney+ as well as ESPN+ and Star+. Following the purchase of Bamtech Media’s streaming media company, Paull joined Disney. He was previously CEO.