Why Streaming Platforms Are Betting on Sustainability Content

Global news streaming platform LeadStory has appointed horticulturalist, designer, and television personality Jamie Durie OAM to develop and present original programming focused on sustainability, environmental innovation, architecture, and design.

Durie to Develop Original Sustainability Content Across Connected TV and Mobile

Durie will create programming for LeadStory's connected TV, mobile, digital, and in-car platforms. His content is scheduled to roll out across LeadStory's distribution channels in the coming months.

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LeadStory Chief Commercial Officer Heidi Sayers cited Durie's cross-market credibility as central to the appointment. "Jamie sits at the intersection of design, sustainability and storytelling in a way very few people do. He is not just a talent, he is a trusted, globally recognised authority with strong audience resonance across Australia, the US and Asia," Sayers said.

Durie described the partnership as an opportunity to reach global audiences. "I'm excited to be joining the team at LeadStory. What excites me most is the opportunity to bring the stories behind sustainability, design and environmental innovation to a global community, across multiple viewing platforms," he said.

Platform Reaches One Billion Connected TV Minutes as Distribution Expands

The appointment follows LeadStory surpassing one billion minutes watched on connected TV. The platform distributes content through Samsung TV Plus, LG Channels, and VIZIO, removing subscription requirements for viewers on those devices.

LeadStory also reaches in-car entertainment audiences through automotive partnerships with Škoda, Mercedes-Benz, and Volvo, and extends to airline passengers via a partnership with Anuvu.

The platform combines AI-driven content personalization with verified journalism from broadcasters including CBS, CNBC, Reuters, Bloomberg, Al Jazeera, and France 24. LeadStory was founded in 2021 by journalist Cameron Price and software engineer Cheyne Wallace.

Southeast Asia Streaming Market Provides Commercial Context for the Move

The appointment comes as Southeast Asia's premium video-on-demand market reached US$1.8 billion in revenue and 440 billion minutes watched in 2024, with 53.6 million subscribers across the region.

Netflix holds 52% viewership share in Southeast Asia's premium streaming segment, with 50% to 80% market share across South Korea, Indonesia, Malaysia, and the Philippines. Asia Pacific streaming investment is projected at US$15.8 billion overall, with platforms accounting for US$5 billion of that total.

Research shows 71% of Southeast Asian TV viewers use ad-supported streaming, with audiences tolerating seven to eight minutes of ads per hour. LeadStory's free-to-view distribution model across Samsung TV Plus, LG Channels, and VIZIO aligns with those regional consumption habits.

LeadStory's Existing Brand Roster Aligns With Durie's Content Focus

LeadStory's current branded content clients include Tourism Fiji, Sydney Water, Tourism NT, Origin Energy, and the American Australian Association. The platform was also selected by U.S. advertising agency Stagwell for its Future of News initiative.

Sayers added: "At LeadStory, we are focused on elevating premium content that informs, inspires and carries cultural relevance. Jamie's credibility and global perspective strengthen that ambition."

Durie's previous television work includes the 2024 Channel 7 series Growing Home with Jamie Durie, which focused on off-grid sustainable homes, as well as Backyard Blitz, The Block, and the U.S. series The Victory Garden.