Foxtel welcomed media buyers, partners, and journalists to the White Bay Power Station for it’s 2026 upfronts presentation.
The subscription television company unveiled a slate of new advertising formats and platform upgrades across Kayo Sports and BINGE, set to launch from early 2026.
Among the developments revealed include new digital ad opportunities, a major revamp of BINGE, and the debut of Kayo Buddy – an AI-powered personal streaming companion for sports fans, and multi-year partnership with global gaming marketing company Livewire.
After the presentation, media buyers shared their reactions with Mediaweek, as well as their thoughts on the presentation, and what the biggest selling points were for them.
Carolyn Northcote
Carolyn Northcote, Media & Investment Partner at Avenue C, Foxtel’s focus on sport was clear and powerful, while a few standout content wins strengthening its position for 2026.
She noted that Foxtel’s days of being the default home for major sporting events may be evolving as the competitive global streaming landscape intensifies and compete with the growing number of SVOD players.
“Their decision to step away from the VOZ panel has shifted the narrative, moving them from their long-held position as the ‘builder of incremental reach’.”
“With Netflix, Stan, Disney and Amazon already securing high-profile sporting rights, and DAZN poised to enter; the competitive landscape has never been more dynamic. The question is whether Foxtel’s presentation clearly demonstrated how they will hold their ground.”
She described Foxtel’s Upfront as “measured rather than headline grabbing” and that despite the vast and varied existing platforms “they are no longer a singular ‘one-stop shop’”.
“From a traditional perspective I missed the big, all-encompassing sizzle reel that signals a year of must-watch moments. Yes, 2026 will again showcase multiple sporting codes on Kayo alongside strong new and returning series on Binge, but it remains to be seen how these will perform against major events on other SVOD, BVOD and broadcast networks. In today’s multi-subscription households, viewers readily switch services, so loyalty is harder to lock in.”
Northcote said the branded Pause and L-Bar ad formats bring fresh opportunities for advertisers and that it would be “interesting to see how Foxtel executes these at scale.”
She also noted promising partnerships including Foxtel’s steps into gaming environments and ad-effectiveness studies, as well as fully branded Luxury Escapes series “likely suited to a select group of advertisers.”
“Foxtel still occupies a distinctive middle ground between BVOD and SVOD, and the expected impact of the DAZN acquisition has yet to fully play out.”
David Roddick
David Roddick, General Manager Active International said Foxtel went all out on its offering in the major codes thank to its well-resourced owners whose expertise is in sport.
For Roddick, the surprise was Foxtel’s foray into new industry segments, from gaming and retail media through ecommerce and app integration.
“What they’re offering – if it delivers as described and at scale – is clever and exciting, though it’s not the first time we’ve heard tech spruiked that creates pathways to purchase what’s on screen.”
“A lot of big promises about ‘changing the game’ and becoming ‘next level’; an announcement every five minutes across more than two hours; an intimate personal message from Jennifer Garner; and a host of stats – there was a lot in there for clients as Foxtel moves to its new ownership under DAZN.”
Lisa McMillan
Lisa McMillan, UM’s Managing Director, Government, said Foxtel’s message was loud and clear, “they really are Playing to Win” in 2026 across sport, gaming, entertainment, commerce and data.
She noted sport, content and choice as attractive standouts. However, it was Mark Frain’s promise of reshaping the market was a particular stand out as advertisers deserve better was a refreshing message which came to life in a demonstrative way.
“Narratv provides brands with the opportunity to create content that connects with consumers where viewers are immersed, and brands are at the core. I think we all wanted Cameron Daddo’s role on Luxury Escapes after that highlight reel!”
McMillan noted new formats such as Solus Bumpers on Kayo, the L-Bar wrapping brands around content, and Pause Ads, offer brands the ability to stand out, to maximise attention, and ideally to drive action.
However, the “biggest game-changer” for McMillan was the enablement of Snowflake.
“The ability to leverage 1PD to better understand and then connect with audiences is what can make a real difference. And the offering isn’t just limited to brands with a wealth of their own Snowflake data. The data enrichment capability can provide those brands who play a real advantage. Because we already know that when you understand people, you can achieve real outcomes.”
McMillan rounded out her thoughts with a prediction for the biggest show of the year, Apocalypse.
“It looks like a combination of Chernobyl meets The Walking Dead likely with a touch of Alone thrown in. Seems like a winning formula to me!’
Michael Kay
Michael Kay, Managing Director, Havas Media, noted that this year’s upfront centred on the ‘Foxtel Formula’ of great content + premium ad experience + at scale = results.
“This year felt like a tripling down on their commitments from 2024 in new measurement solutions, but with a supercharged confidence to keep pushing a new path of innovation and partnerships which is really exciting to see within our local media landscape.
“Kayo in particular has been revamped and continues to grow boasting viewing time +82% YoY with a refreshed brand and platform UX, embedding more ad formats particularly into live sports which creates more opportunities for us to connect our brands with audiences right into the heart of the action.”
For Kay, Foxtel’s partnership with tech company allt.tv , which is focused on an interactive second screen experience that puts the consumer first and removes the need to scan a QR code, was a stand out.
Rounding out the most announcements was also the expansion into gaming with a Livewire partnership.
“It brings two powerhouses of culture – gaming and sport – together to offer partnership opportunities to a major broadcaster for the first time. The build of a Kayo sport stadium within Roblox will bring major sporting moments into the gaming world and offer our clients partnership opportunities to reach gaming audiences like never before.”
Jay Malig
Jay Malig, Atomic 212°’s National Trading Lead, acknowledged international and national breadth of sport as the cornerstone of Foxtel’s content.
“It’s been the primary driver of viewership and subscriber growth across both Kayo and Binge, successfully compensating for the departure of Warner Bros/HBO content, and the recent acquisition by DAZN is set to further enhance their sports offerings – as we saw with the earlier broadcasting of the FIFA Club World Cup.
“Even with the absence of Warner Bros/HBO content, their Upfronts highlighted a substantial entertainment lineup.”
For Malig, the announcement of Apocalypse, a new survival reality series with a unique premise that is likely to appeal to fans of The Walking Dead and Alone series, was a particular standout.
In terms of new advancements in brand integration, retail and e-commerce, Malig said the was the partnership with allt.tv.
“This tech links smartphone apps with real-time TV content and represents the most fluid shoppable experience from live TV that I have encountered so far.”
Daniela Rocchi
Daniela Rocchi, Initiative’s Head of Investment, Sydney, said the Foxtel Upfront were about rewriting the streaming rulebook.
“Partnering with DAZN, Foxtel Media unveiled formats built for attention, not impressions: Pause Ads that own silence, L-Bars that wrap around live sport, and solus bumpers that hit before the whistle blows.
“Add in Kayo Buddy an AI sports companion and a rebuilt Binge, and the play is clear. Foxtel isn’t stacking shelves, it’s engineering culture.
“While rivals chase catalogue volume, Foxtel is betting on scarcity, premium moments, and brand integration as the new growth levers. Safe advertising is background noise bold bets win attention.”
Sally Lawrence
Sally Lawrence, Executive Director, Media at Enigma, was thoroughly entertained by the beatbox, drumming and DJ performance that kicked off Foxtel’s 2026 upfront.
She noted the gaming theme aligned with the partnership with Livewire, and the opening of Kayo Stadium in Roblox.
“A focus on gaming is unique amongst the major broadcasters, and it’s gives media planners a new way to be engaging with the Foxtel group. Its and interesting way for them to embed themselves in culture and if done well, this is something they could hang their hats on.”
She noted Foxtel showcased its breadth of sporting codes and an equal representation of men’s and women’s codes.
“Foxtel Group are clearly paving the way for Binge and Kayo to be their primary brands with investment into brand refreshes, new ad formats, app updates, and new content. Very warranted given their continued growth and success. It does make me wonder what the future of the original Foxtel brand will look like.”
Lawrence noted the Video Futures Collective continue to be a priority for Foxtel and continues to be their ambition to do what is right for the industry and shift to outcome-based measurement.
“It will be interesting to see how this continues to evolve over the coming year as for it to truly succeed all the major players need to get on board.”
For Lawrence, the most exciting announcement from the upfront as a media buyer was Foxtel’s partnership with Allt TV, which she said sees the group move into retail media for the first time.
“Being able to serve people relevant ads in apps based on what their watching, pushing them closer to purchase is a game changer (particularly based on the ability to prefill someone’s cart as mentioned last night). Excited to see where this goes in 2026.”
Lawrence applauded Foxtel’s inclusion of the MVP’s last night.
“Acknowledging the emerging talent in our industry is so important, and these younger buyers and planners deserve the recognition they got last night. Would love to see some more independents agencies in the mix at the 2027 upfront.”
Jessica Torstensson, Client Partner, Yango, was sold on the strength of Foxtel’s content slate and its technology ambition: “Sport continues to set them apart, while local commissions and branded storytelling add depth. On the technology side, innovations like Hubbl, Kayo Buddy, and second-screen commerce integrations show they’re thinking beyond traditional TV and streaming. These are ambitious moves, but execution and user experience will be critical to ensure advertisers and audiences derive real value.
“For me, Foxtel’s biggest selling point was its ability to offer a premium, brand-safe environment anchored by sport and drama, while introducing new ad formats and interactive tools. Their focus is less on sheer scale and more on quality of engagement and audience activation, which makes their offering distinctive in a crowded media landscape.
She feels that Foxtel has delivered buyers a compelling platform, telling Mediaweek that “Foxtel’s announcements make them more attractive to buyers, now offering advertisers a broader set of tools to drive outcomes across awareness, engagement, and action. Its measurement system is unique, which highlights innovation, but it isn’t directly comparable with other platforms, making benchmarking and spend evaluation more challenging. The key for media buyers will be understanding the effectiveness of these new formats and seeing clear ROI.”
Torstensson appreciated the clear shift that Foxtel has undertaken in evolving its proposition. “Foxtel is clearly evolving its perception from traditional pay TV to a broader, more interactive platform,” she said. “Compared with last year, the 2026 announcements feel more about refinement than disruption. That said, if they can deliver seamless execution, transparent measurement, and prove ROI, they will strengthen their position as a compelling partner for agencies and brands.”