Will they or won’t they?

It’s one of the most contentious questions facing Australian streaming fans.

We’re talking, of course, about whether or not the Nine Entertainment-owned steaming service Stan is planning on introducing ads in the near future.

As it stands, the platform is one of the few streaming services in Australia that remains ad-free. Currently, the only other platform without a lower-cost, ad-supported subscription is Disney+, which is expected to introduce advertising soon.

When asked by Mediaweek at Stan’s 2025 showcase about the potential to include ads, the company’s acting managing director Dan Taylor was carefully coy about the platforms future advertising plans.

“At the moment, we’re just focusing on ads on Stan sport” he said. “I think we feel comfortable about how familiar audiences are with proposition, so we’ll deliver that first.”

For nearly a decade, Stan has held its ground against competitors like Netflix, Amazon Prime Video, Paramount+, and Binge without introducing ads. However, with Nine Entertainment facing financial pressures, the company may need to reconsider its approach to offset declining revenue in other areas.

The financial dramas date back to 2024, with an article published by The Australian Financial Review reporting that former Nine CEO Mike Sneesby’s exit could pave the way for the platform to introduce ads. With Matt Stanton stepping in as acting CEO, discussions around potential changes to the platform’s business model are reportedly underway.

During his tenure, Sneesby had made several efforts to reduce expenses while also securing high-value broadcast rights agreements, including multimillion-dollar deals for the Australian Open, Melbourne Cup, and upcoming Olympic Games in Paris 2024, Los Angeles 2028, and Brisbane 2032.

Despite their cost and subsequent knock-on effect, the sporting agreements listed above were touted by the streaming platform during their showcase, with Stan Sport director Ben Kimber also keen to talk about the platforms others offerings – such as sport focused documentaries and commentary – which Kimber believes sets Stan Sport apart from other places such as Foxtel.

OK. So, no ads… yet.

But what about an increase to streaming costs for consumers? After all, the decision wouldn’t necessarily be the deaths knell for new subscriber acquisition.  A new report from Ampere Analysis, found Netflix is on track to become Australia’s third-largest ad-supported streaming service by 2027.

The report predicts the global streamer will pull in over $150 million in ad revenue that year. Only 7Plus and 9Now, both broadcaster-run platforms, are expected to generate more from advertising.

The prediction comes despite the platforms recent cost increase, with the price for its ad-supported plan rising to $7.99 per month in June 2024, and audiences are happy to pay. According to recent financial indicators, the company’s fourth-quarter 2024 results beat all expectations with 19 million new subscribers signing up – the single largest quarterly subscriber additions in the company’s history.

As for whether or not Stan is planning to offset its lack of ads with a possible cost increase … Taylor wasn’t giving anything away.

“Ah, look,” he said when pushed by Mediaweek, “we’re here today to talk about the showcase, so, Iets focus on the great content we’ve got.”

Pictured: Dan Taylor

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Sydney’s Sackville Hotel has been directed to strengthen its responsible service of alcohol (RSA) training following an investigation into Paul Kent’s drinking session before a street altercation that cost him his job.

The former NRL 360 co-host and Daily Telegraph columnist consumed 21 schooners over 11 hours at the Rozelle pub before the late-night brawl in April 2024.

According to Chris Barrett in The Sydney Morning Herald, a Liquor and Gaming NSW investigation found that while most of the drinks were bought by others, concerns remained about RSA compliance at the venue.

As a result, the popular Rozelle pub has been issued an enforceable undertaking under the Liquor Act, requiring additional RSA training and management plan updates to prevent similar incidents.

Kent originally pleaded guilty to affray and was placed on a good behaviour bond after the fracas, but not before his employers at News Corp – he was a high-profile columnist with The Daily Telegraph and a host on NRL 360 – reported they’d parted ways with him.

Kent hit back by filing an unfair dismissal case in the Fair Work Commission, accusing his employers of 24 years of undertaking a “sham” sacking and seeking reinstatement of unpaid wages and entitlements, plus compensation for the deterioration of his mental health.

The parties last year quietly and confidentially reached a settlement.

The Sackville, meanwhile, said it had already implemented refreshed RSA training and updated procedures, reaffirming its commitment to compliance.

Pictured: Paul Kent

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Atomic 212° is on track for another strong year, with chief strategy officer Asier Carazo excited about the agency’s direction.

“It’s feeling great, and I’m highly motivated for what’s next. Both our clients and our people in the agency are extremely positive about 2025,” he said.

‘We’re doing something right!’

The past six months have been massive for Atomic 212° with wins, leadership changes and most recently the agency’s acquisition by Publicis Groupe ANZ.

Last month, founder and chairman of Atomic 212° Barry O’Brien OAM told Mediaweek: “We’ve grown Atomic 212° into a world-class media operation, but marketing today requires holistic services that go beyond what independent agencies can provide alone. By joining Publicis, we can offer an even better experience for our staff and clients.”

Elsewhere in the chat, O’Brien said that the move is more than just growth for the agency. “We’re joining a group that’s already on a strong trajectory. This isn’t just about getting bigger—it’s about doing better work and pushing boundaries for our clients.”

For Carazo, the changes have been positive for Atomic 212°’s people and clients. He also noted that Publicis Groupe’s acquisition of the business was positive, he said: “That means we’re doing something right!

“So, looking ahead, I’m really excited to take our product and proposition to the next level now that all the changes have started to settle.”

For his role as chief strategy officer, Carazo said that he and his team will remain the same and that his focus of building the best strategy team in Australia continues.

“I really believe that growing the best and most talented strategists in the industry is the most important thing for me, regardless of the acquisition.

“That being said, we’re still fundamentally Atomic 212° and still have our indie spirit. We will continue to operate independently while having the advantage of tapping into the extra capabilities from the group whenever it makes sense and is relevant to our work.’

‘Our biggest success story to date’

AI is playing an increasing role in how strategy teams operate, particularly for Carazo and his team, who use it for data analysis.

“We’re probably one of the strategy teams in Australia doing the most data analysis because we use multiple sources, including Sonar, across all of our clients.”

Sonar, which Carazo said is his team’s “biggest success story to date”, is a market research product for brands. “It’s a game changer for our clients because it truly breaks the silo between research and media strategy. It ensures research insights directly inform how we spend media budgets, rather than just sitting in a report. Right now, it’s delivering incredible value to our clients and is also a growing revenue stream for the agency.

He said Sonar’s strength is how research is developed and tailored to their clients’ challenges, with speed being a key differentiator that sets the offering apart.

“Our ability to quickly answer client questions and provide insights efficiently is a big advantage compared to traditional research.”

For Carazo, AI helps his strategy team work fast, automate time spent on repetitive tasks. “It’s about leveraging AI for the right tasks without disrupting the quality of our work.”

A meaningful way to connect with audiences

As trends come and go in the fast-changing industry and media landscape, Carazo highlighted the increase in polarisation in society as impacting how brands communicate and distancing themselves from DEI initiatives.

“One major shift is that platforms like Meta and Google are moving away from their DEI initiatives. As someone who has been on the MFA’s DEI Advisory Council for several years, I see firsthand how this impacts media strategy. Even if it’s not always immediately obvious, these changes affect how we think about audience segmentation and inclusive media planning,” he added.

Carazo noted that some groups’ decision to follow in the steps of big brands and completely remove DEI efforts without assessing if it makes sense for their brand as a “dangerous precedent.”

“Diversity is a fundamental part of Australia’s consumer landscape, and strategists need to ensure it’s embedded in our thinking – not as a tokenistic checkbox, but as a meaningful way to connect with audiences,” he added.

Building the team and proudly towing the DEI line

Carazo has several priorities and goals for the year ahead, one of them being the continued advocacy of DEI in media strategy.

“If big platforms are pulling back from it, I want to make sure the Australian industry doesn’t follow suit – at least not within my reach.”

He also wants to develop up and coming talent at Atomic 212° and wider industry. He said: “I’ve always been passionate about growing strategists, and I want to continue building a team of the best in the business.

“That includes giving opportunities to people outside of traditional strategy roles because, too often, people are told they need to spend 10 or so years in client services before they can move into strategy. I don’t believe in that.”

Rounding out his goals for the year is the development of Sonar. While Carazo called it a “massive success”, he noted that there is “so much more potential to refine and expand its impact on media strategy, and I can’t wait.”

Top image: Asier Carazo

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Fox Footy’s coverage of the 2025 Toyota AFL Premiership is “utterly refreshed” as it enters a new era, says Foxtel CEO Patrick Delany.

The group’s landmark AFL rights deal starts with the new season as the company prepares to supercharge its presentation of the game.

Kayo Sports and Foxtel will cover all live AFL games on Super Saturday LIVE with dedicated commentary in Victoria and Tasmania for every round of the home and away season, and nationally for the first eight rounds.

In a huge coup for the Foxtel Group, legend of the game Leigh Matthews will join Adam Simpson, Shaun Burgoyne and Tom Hawkins in the line-up for 2025, while Garry Lyon will join Gerard Whateley as co-hosts of the award-winning AFL 360.

Fox Footy will also feature bespoke graphics and coverage in 4K and no ad-breaks during play.

‘It’s a very big investment’

Foxtel, with Seven West Media, secured the AFL media rights from 2025 to 2031 in a historic deal worth $4.5bn. As a result, according to Delany, this new coverage has seen huge investment from Foxtel, and production teams are following the blueprint of their success with Fox Cricket.

“Obviously we are trying to be more efficient and more match-fit, but the way we approached this was how we approached the cricket too,” he said.

“What we need to do is to really excite our subscribers and make it different, better and special. That’s where we started and then we move backwards from there about what the reality might be.

“It’s a very big investment, from the rights through to the way we present this, but to be frank, we just have to go for it.”

Foxtel’s General Manager of Fox Footy, Michael Neill, agreed the pressure is on to give fans exactly what they want, in the way they want it.

“It’s our biggest year,” he said. “We’ve basically reviewed every single part of what we do. We’re refreshing everything from sets, graphics, music, talent, show lineups, even how we call games. We are totally reinventing Saturdays so we can go from midday to midnight.”

Delany clearly expects to see a surge in subscriptions.

“We want to see Kayo subscriptions grow at least more than last year,” Delany told Mediaweek.  “We want to see engagement on Kayo and Foxtel higher than last year – that’s the number of minutes watched by viewers, which allows us to to gauge how happy subscribers are, but also helps monetise advertising.

“But all of this builds over seasons, right? I know the first season is always hard to sell. It’s the second season where you make your mark. So this year, the success is all about disruption. We want people talking about having to buy Kayo and Foxtel to see football on Saturday.”

‘To anyone that says Kayo’s not affordable, that’s nuts.’

While Delany won’t be drawn on the number of new subscribers he hopes to leverage, he’s convinced the new commentary and analysis line-up will convert casual fans into dedicated subscribers.

“To anyone that says Kayo’s not affordable, that’s nuts. It’s $25 a month. We’re all paying $6 or $7 for coffee so $25 for a young family is extraordinary value for what you get. I think this is a year of great opportunity.”

For the Foxtel Group, this is also the year News Corp sells its majority stake in the company to global sports streaming giant, DAZN Group Limited, for an enterprise value of $3.4 billion, should the deal gain ACCC and FIRB approval.

New future with DAZN

So will subscribers see any changes to content following the acquisition?

“Yes,” said Delany. “I think over time, hopefully our products become better. We will get the benefits of a global streamer, just like Netflix. This includes app development technology which would be better and would evolve quicker.

“I think an unseen thing is that having them as a parent makes the company stronger, makes us more confident, makes us better able to compete against global streamers, and that’s something all Australian businesses aspire to do.

“DAZN is in 200 countries, so being able to take Australian sports and push them globally without having asked favours from other traditional broadcasters is incredibly exciting.”

Fox Footy lineup for the 2025 Toyota AFL Premiership season, starting Thursday, 6 March.

Hall of Famer Leigh Matthews joins AFL greats Adam Simpson, Shaun Burgoyne and Tom Hawkins for the season 2025.

Garry Lyon will co-host alongside Gerard Whateley on AFL360, Monday to Wednesday at 6.30pm.

Jack Riewoldt will host On The Couch alongside rotating experts Jonathan Brown, Nathan Buckley, Jordan Lewis and Leigh Montagna on Mondays, 7.30pm.

Lauren Wood will host the expert panel for Midweek Tackle, Tuesday and Wednesday at 7.30pm. Corbin Middlemas will join the show and commentary team.

Thursday Night Footy will be hosted by Sarah Jones alongside Jason Dunstall, David King and Leigh Montagna, with Mark Howard and Matt Hill calling the games.

Friday Night Footy will be hosted by Garry Lyon alongside Jonathan Brown, Nathan Buckley and Jordan Lewis, with Gerard Whateley and Anthony Hudson calling the matches.

Kath Loughnan, Jack Riewoldt and David King will host Super Saturday LIVE’ from the Fox Footy studios, with commentary live from around the grounds.

Bounce returns every Sunday after the footy, hosted by Jason Dunstall with Andrew Gaze, Cam Mooney, Ruby Schleicher, Ben Dixon and Bernie Vince.

Following Bounce, trusted AFL voice Jay Clark will be joined by David King and Leigh Montagna for First Crack.

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Mindshare has promoted Nik Doble to the role of chief investment officer.

Doble, who has more than 15 years of experience in the media industry, joined Mindshare 18 months ago from OMD.

In the new role, he will be responsible for overseeing the investment teams across Sydney and Melbourne. Doble will work with GroupM chief investment officer, Melissa Hey, to oversee a client portfolio including Unilever, Foxtel, NAB and Nike.

Hey said: “Nik’s contributions are already driving value and outcomes for clients alongside strong strategic partnerships with publishers. He brings a wealth of experience and a forward-thinking, client-focussed mindset to this new role as CIO.

“Nik’s ability to approach challenges with fresh perspectives and lead with purpose will undoubtedly drive Mindshare to new heights,” she added.

Maria Grivas, Mindshare Australia CEO, added: “Since joining the team, Nik has consistently shown us exactly what he does best – from driving strategic investment partnerships to further enhancing our Good Growth proposition. I thoroughly look forward to continuing to work closely with Nik and am excited to see him flourish in this new and exciting role.”

Doble said of his new appointment: “I am honoured and excited to step into the role of chief investment officer at Mindshare. It’s been a privilege to work alongside so many incredible individuals and teams over the past 18 months, expanding our partnerships in market and tackling the tensions faced by marketers.

“I’m eager to continue building on Mindshare’s strong foundation and Good Growth proposition to drive greater success for our clients.”

Doble’s promotion comes after the GroupM agency recently promoted Elliott Eldridge to the role of national head of strategy.

Top image: Nik Doble

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Media Federation of Australia (MFA) has brought together media, marketing and advertising key industry bodies to launch the Psychosocial Safety Code of Conduct.

The Code of Conduct is an essential new framework designed to create safer, healthier work environments across the advertising supply chain.

The landmark initiative represents a united commitment across the industry to set a new standard for workplace wellbeing while ensuring compliance with evolving Workplace Health and Safety (WHS) obligations related to psychosocial risks.

The Code is the result of an industry-wide effort led by the Media Federation of Australia (MFA) in partnership with the Australian Association of National Advertisers (AANA), Advertising Council Australia (ACA), Interactive Advertising Bureau Australia (IAB), Commercial Radio & Audio (CRA), Outdoor Media Association (OMA), and ThinkTV – as well as pitching and client relationship consultants – reflecting the shared responsibility of agencies, advertisers, media owners, tech companies and other stakeholders to prioritise psychosocial safety.

Developed in response to recent changes to Australia’s WHS regulations, the Code helps employers identify, assess, and eliminate or reduce risks associated with work-related stress, also known as psychosocial hazards. It distills complex regulatory requirements into practical, industry-specific guidance to support compliance, tailored to the unique dynamics of the advertising supply chain.

“The media industry thrives on collaboration, which often comes with high-pressure environments and multiple stakeholders,” said MFA CEO Sophie Madden.

“The Code empowers businesses to navigate these challenges while protecting their people and meeting legal obligations. Our goal is to deliver great work while safeguarding the wellbeing of those who make it happen. Guided by our industry purpose of We Are The Changers, the MFA is immensely proud to lead this important initiative, ensuring that everyone in our industry is protected, supported and empowered to thrive.”

ACA CEO Tony Hale added: “This Code is the culmination of 18 months of extensive industry consultation, ensuring a comprehensive approach to addressing psychosocial risks. Every potential scenario that could contribute to harm was carefully considered, resulting in a tailored framework designed specifically for the media and marketing industry.

“The industry coming together like this is a significant achievement, contributing to collective progress and ensuring we remain a sector where creativity thrives, talent flourishes and people come first.”

Key features of the Code include:

• Clear industry-wide responsibilities for media agencies, creative agencies, clients and media owners
• A structured approach to consultation, cooperation and coordination within the advertising supply chain.
• Guidance on integrating psychosocial safety into client-agency contracts to ensure compliance from the outset.
• Practical steps for hazard identification, management, and resolution in fast-paced, high-stakes work environments.

The Code builds on last year’s launch of the MFA People First – A Playbook for Leaders on Psychosocial Safety, a comprehensive resource equipping leaders with the necessary tools and insights to prioritise mental wellbeing, creating workplaces that not only safeguard people but also promote a culture of inclusivity and care.

The MFA is hosting a free webinar on Wednesday 12 March, from 2pm–3:30pm, to educate industry leaders on the critical importance of psychosocial safety and the Code. Open to all leaders in media, marketing and advertising, this session will highlight why psychosocial safety is essential and clarify leadership responsibilities in ensuring a safe and supportive workplace.

Further information and to access the MFA Psychosocial Safety Code of Conduct, is available on People First Hub of the MFA website. The hub includes a suite of resources – white papers, training materials, tools, templates, and more – all curated to help leaders foster supportive environments where employees feel safe, supported, and able to perform at their best.

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Nine Entertainment-owned streaming platform Stan has detailed key programming for the remainder of 2025 and beyond. The details were released during a Showcase event at Linseed House, The Grounds in Sydney.

The event featured appearances from Brooke Satchwell, Claudia Karvan, Natalie Erika James, Madeleine Madden, Michael Atkinson, Morgan Turinui, Matt Burke, and Tyson Pedro, with acting managing director Dan Taylor leading the presentation.

Marking 10 years of Australian storytelling, Stan highlighted its collaborations with entertainment figures and sports personalities, as well as its ongoing investment in supporting emerging creatives. The platform reaffirmed its commitment to Australian content and local filmmaking.

Following a strong performance in Australian drama in FY24, Stan has produced more than 120 Originals, including 80 scripted and 40 unscripted titles. The latest content slate underscores its continued focus on delivering a diverse range of entertainment and sports programming.

Stan key announcements:

• 26 projects, including 14 new originals, alongside 12 previously announced titles still to premiere.

• Three new television series including: He Had It Coming with Lydia West, Natasha Liu Bordizzo and Liv Hewson, comedy-horror Gnomes, and Love Divided by Eleven led by Brooke Satchwell.

• Two new Stan original series’ including Sunny Nights, a the darkly comedic crime drama starring Will Forte and D’Arcy Carden, and The Assassin, with cast Keeley Hawes and Freddie Highmore.

• Five new feature films including: Whale Shark Jack with Abbie Cornish, Alyla Browne and Rachel Ward, psychological horror Saccharine from writer and director Natalie Erika James, One More Shot with Emily Browning, The Entertainment System is Down with Kirsten Dunst, Daniel Brühl and Keanu Reeves and The Beast In Me with Russell Crowe, Daniel MacPherson, Luke Hemsworth, and singer-songwriter Amy Shark in her first acting role.

• The series return of Australia’s favourite family with Bump: A Christmas Film.

• Five new original documentaries: Craig Bellamy: Inside the Storm, about one of Australia’s greatest NRL coaches and leaders, Zyzz & Chestbrah: The Poster Boys, following the meteoric rise of two legendary bodybuilders and internet sensations, Joh: Last King of Queensland, a documentary about one of Australia’s most controversial leaders, conservative icon and former Queensland Premier Joh Bjelke-Petersen, Into the Night, an epic investigation into one of Australia’s most baffling crimes, and Death Cap, which gives exclusive access into one of the highest profile criminal cases in recent memory. 

The documentaries are part of Stan’s new Revealed slate – which is a collaboration with Australia’s leading documentary filmmakers, as well as Nine’s award-winning journalists from 60 Minutes, The Age and The Sydney Morning Herald. ​

• Stan will also be the exclusive home of a slate of brand new acquired series including: Crime drama Long Bright River with Amanda Seyfried, courtroom drama The Rainmaker based on John Grisham’s best-selling novel, science fiction mystery The Institute based on the Stephen King novel, documentary Kevin Costner’s The West, and British espionage thriller Secret Service, and Half Man, from Emmy-winning creator and actor Richard Gadd, who will star in the series alongside Jamie Bell.

• Premiering as SVOD exclusives will be Oscar-nominated films The Apprentice with Sebastian Stan and Jeremy Strong, Australian award-winning animated film Memoir of a Snail with Sarah Snook and Eric Bana, and Western Horizon: An American Saga – Chapter 2 with Kevin Costner.

Stan chief content officer, Cailah Scobie, said: “Following ten years of championing exceptional storytelling for Australian audiences, Stan continues to commission premium Original productions and acquire the best in international entertainment.

“From drama and comedies to features, documentaries and reality television, we remain committed to fostering emerging and established creatives and partnering with the world’s biggest studios and distributors to bring the most anticipated content to our subscribers. As we look to the next ten years, and beyond, we will continue to connect with our audiences and showcase Australian storytelling at its very best.”

Stan’s latest announcements add to its growing slate of content, with recently launched Originals including Invisible Boys, Black Snow Season 2, and The Tattooist’s Son: Journey to Auschwitz, now available for streaming.

The platform also features exclusive titles such as Amandaland, Protection, and Earth Abides.

Upcoming Stan Originals set to premiere include Lord of the Flies, Ten Pound Poms Season 2, Poker Face Season 2, Love Triangle Season 3, and Revealed: Malka Leifer.

What’s new in Stan Sport

Director of Stan Sport Ben Kimber presented alongside Michael Atkinson, Morgan Turinui, Renee Gartner, Matt Burke, Andrew Johns, Jeff Fenech, and Tyson Pedro – promising to bring fans even closer to the action.

The 2025 Super Rugby Pacific season will see Australia and New Zealand’s top teams competing, with Joseph Suaalii leading the NSW Waratahs in his first season since switching from the NRL. Suaalii is among the players aiming for Wallabies selection ahead of the British and Irish Lions Tour. The season will run alongside major rugby events, including the Bledisloe Cup, Six Nations, and World Rugby Sevens Series.

In addition to coverage of every match, Stan Sport’s huge lineup of rugby programming is back to keep fans engaged all week long.

• Monday: Between Two Posts with Sean Maloney, Morgan Turinui & Matt Burke and James Horwill.

• Tuesday: Between Two Posts Extra with the BTP crew and special guests.

• Wednesday: Inside Line *NEW with Michael Atkinson and Justin Harrison, joined by guests including rugby     stars Tim Horan and Mat Rogers, and Sydney Morning Herald journalists Iain Payten and Tom Decent.

• Thursday: Rugby Heaven with Michael Atkinson, Tim Horan and Cameron Shepherd.

• Friday: The Call Up with Nick McArdle and various talent.

Beyond rugby, Stan Sport will continue coverage of major global events, including every match of the UEFA Champions League, as Europe’s top clubs compete for the title. Tennis fans can also expect comprehensive coverage of all four Grand Slams – the Australian Open, Roland Garros, Wimbledon, and the US Open – bringing the sport’s top players to Australian audiences.

Stan Sport has partnered with the Professional Fighters League (PFL) to bring the fast-growing MMA organisation to Australian audiences. The partnership provides Australian fighters with a platform to compete on the global stage.

With plans to expand MMA in the region, PFL Australia aims to become a leading league in Australia and New Zealand. The first PFL event in Australia will be available soon on Stan Sport.

Former UFC fighter Tyson Pedro is set to make his boxing debut at Nowhere to Run, facing undefeated Taimoor Khan for the WBC International Bridgerweight title in Pedro’s hometown of Penrith.

The event, taking place on Wednesday, February 26, will be live and ad-free on Stan Sport. The card also features Australian boxer Jackson Jon England and former NRL player Alex Leapai Jr.

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Australia’s podcast landscape saw a shake-up in January 2025, with The Mel Robbins Podcast claiming the top spot on the Australian Podcast Ranker. The SiriusXM-backed podcast, represented by LiSTNR (SCA) in Australia, surged 19 places to reach 719,444 monthly listeners, edging out December’s leader, ABC News Top Stories, which slipped to second with 702,309 listeners.

Despite the dip, ABC News Top Stories remains a juggernaut in total downloads, clocking 2.23 million across 394 new episodes, a stark contrast to The Mel Robbins Podcast, which published just 11 episodes. This raises familiar questions about how the ranker accounts for podcast format differences, as news podcasts tend to have far more frequent uploads than long-form conversational or storytelling series.

Casefile and Hamish & Andy continue to slide

Meanwhile, December’s big story, Casefile True Crime and Hamish & Andy seeing drops due to inactivity, continued into January. Casefile remained in the top five but fell another three places to #5, down to 388,972 listeners. Hamish & Andy took a steeper fall, dropping five spots to #10 with 317,487 listeners—a number that reflects its lack of new content.

Conversely, Mamamia Out Loud and Shameless held steady at #3 and #4, respectively, proving the ongoing strength of personality-driven conversation podcasts in Australia.

Following its official entry into the ranker last month, the BBC is making its presence known. BBC Global News Podcast debuted at #30 with 189,195 listeners and 699,265 downloads, reflecting growing demand for international news content in Australia.

What’s next?

With the continued decline of older flagship shows and the rise of international powerhouses like The Mel Robbins Podcast and BBC offerings, Australia’s podcasting landscape is evolving. Personality-driven and news-based content still dominates, but the ability to maintain audience engagement beyond a seasonal format is proving to be the real challenge for many legacy brands.

Check out the full January 2025 Podcast Ranker here.

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According to new forecasts from market researcher Ampere Analysis, Netflix is on track to become Australia’s third-largest ad-supported streaming service by 2027. The report predicts the global streamer will pull in over $150 million in ad revenue that year. Only 7Plus and 9Now, both broadcaster-run platforms, are expected to generate more from advertising.

According to the latest JustWatch insights, Netflix remains the leader in the SVOD (Subscription Video on Demand) market holding a solid 25% of the market share in Q4 2024. But this dominance isn’t unchallenged. Amazon Prime Video, now a strong contender, holds a 5% advantage over Disney+. Meanwhile, local streaming services Binge and Stan are gaining ground, collectively claiming a 20% share of the market, just 2% behind Amazon Prime.

The streaming giant’s ability to secure the #3 spot in Australia’s ad-supported streaming market will largely depend on how well it can increase demand for ad space. Right now, ad prices are set higher than the market average, and the platform is maintaining this by keeping ad loads low.

The price for the ad-supported plan rose to $7.99 per month in June 2024. While it may seem like the only trade-off is watching 4 – 5 minutes of ads per hour, there’s another catch – subscribers on this tier don’t get access to Netflix’s full content library.

But according to Ampere Analysis senior analyst, Ed Ludlow, Netflix has not (so far) delivered this volume of ads to audiences in Australia.

“The actual volume has been much lower,” Ludlow told Mediaweek. “This may be because Netflix is not selling its entire inventory, or it could be a definite strategy as it gauges how well the platform is performing, and how audiences and advertisers are responding to ads. In order for Netflix to achieve the ad revenue forecasted by Ampere, it will need to deliver  4-5 mins of ads by 2029.”

The platform also provides an option for users who don’t want to sit through ads with their higher-priced standard plan at $18.99 per month or the Premium plan at $25.99 per month. Competing platforms like Paramount+ and Amazon Prime Video provide ad-supported plans alongside higher-priced ad-free options.

How does this compare to the competition?

Binge and Amazon Prime Video currently both cap their ad load at 4 minutes per hour, although, as Ludlow notes, both services took a more aggressive approach to their ad-tiers.

Ludlow explained: “They did this by introducing users to the ad-tier automatically but allowed those that did not want to see ads to opt out by paying more. Netflix, by contrast, did not initially force anyone to change their plan but instead allowed users to opt-in to the ad tier for a reduced cost of subscription.”

The cost increase doesn’t seem to have turned off consumers either. According to recent financial indicators, the company’s fourth-quarter 2024 results beat all expectations with 19 million new subscribers signing up – the single largest quarterly subscriber additions in the company’s history.

Netflix also used the reduced cost ad-supported tariff to entice subscribers at risk of downgrading their premium subscription in favour of the cheaper ad-supported plan, instead of leaving the platform altogether.

“This is particularly relevant in Australia,” Ludlow said. “Data from Ampere’s consumer survey, which asks 2,000 respondents in 30+ markets across the world, shows that audiences on SVOD ad tiers in Australia actually take significantly more subscription video services (3.7) than the national average (3.2) The ad-receptive users are also, on average, younger and have a higher average income. This indicates that these audiences are SVOD superuser, that are looking to take the cheaper ad tariff to lower the burden of subscription costs across multiple platforms.”

Why are users staying?

Familiarity? Laziness?

Neither, according to Ludlow, who believes the platform’s content offerings are enough to keep audiences.

“Its massive Q4 results were bolstered by live sporting events, such as the Jake Paul vs. Mike Tyson boxing match and NFL Christmas Day games,” he said.

“Data from Ampere’s Subscription Video Economics products shows that November’s Paul/Tyson boxing match drove around 1.5m US sign-ups to the streaming service (based on sign-ups from the 15th and 16th of November), the single largest daily spike in US sign-ups since Ampere tracking began in 2018. The sign up spike elsewhere was less impactful, but it still resonated. In the UK an additional 80k subscribers signed up over the same period.”

Outside of live-streamed events, Netflix filled Q4 with hit shows for customers across its global footprint including Senna from Brazil, The Empress from Germany, Black Doves from the UK, and the long-awaited release of Squid Game Season 2.

“With the reduced-priced ad tier, the financial barrier to sign-up to watch one of Netflix’s high-profile events was lower, and once new subscribers were in, the strong catalogue meant that they stuck around,’ he said.

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Todd Reilly, former APAC Domino’s chief marketing officer, has been appointed as the new CMO for Victorian home builder AHB Group.

Reilly will be AHB’s first chief marketing officer. He brings over 20 years of marketing and senior leadership experience, having worked with Domino’s across the APAC region, including Australia, New Zealand, Japan, Malaysia, Singapore, and Taiwan.

His expertise spans integrated media, campaign strategy, and merging physical retail with e-commerce platforms, an approach that accounted for over 85 per cent of total sales from digital platforms in his previous role.

Reilly’s digital marketing expertise and focus on customer insights will play a fundamental role in AHB Group’s evolution. He said of his appointment: “I’m excited about the opportunity to reshape how the industry connects with its customers. AHB’s bold vision to lead the market aligns with my passion for leveraging customer insights and digital strategies to enhance experiences. I’m thrilled to work with the talented team at AHB to bring this vision to life.”

His fresh perspective from outside the building industry offers a unique advantage to the building company.

Charles Agius, co-founder and director at AHB Group, welcomed Reilly to the company: “Todd’s leadership and vision will be pivotal in elevating our brand presence and creating a stronger connection with our customers. His innovative mindset and track record of success in diverse industries make him the perfect fit for this role.

“AHB Group is excited to welcome Todd to the leadership team, and we look forward to the impact his expertise and vision will bring as the company continues its journey toward becoming Victoria’s top home builder,” said Agius added.

Top image: Todd Reilly

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Petbarn has partnered with reo powered by oOh!media to launch its dedicated retail media network called PetAds, giving brand partners exclusive access to premium pet parents.

The network will connect brands with its 2.9 million loyal customers and members of its Friends for Life loyalty program across the retail media ecosystem.

Brands can deliver targeted and personalised campaigns to pet owners for enhanced customer experiences, while closed-loop reporting offers measurable sales outcomes and visibility on return on advertising spend.

Reo will manage end-to-end service delivery including onsite, off-site and in-store retail media solutions, as well as sales representation with a dedicated media sales team. reo will also install and manage Petbarn’s in-store screen network across its chain of stores nationally.

“We’re always looking for innovative ways to help brands provide closer touchpoints to enhance the Petbarn shopping experience of our 2.9 million loyal customers,” Lucas Barry, chief executive officer, Greencross Pet Wellness Company, said.

“PetAds will deliver best-in-class media products, while allowing us to focus on what we do best – caring for pets and delivering on our mission of making the world a happier place through the love of pets.”

PetAds can strategically position brand partners along the entire customer journey, including the crucial last steps of the shopping experience through in-store media.

Petbarn advertisers can additionally amplify their campaigns across oOh!media’s extensive Out of Home network within the vicinity of Petbarn store locations, targeting audiences at scale along the path to purchase.

“The launch of PetAds is a game-changer for brand partners and pet lovers alike. By implementing reo’s advanced infrastructure, this retail media solution unlocks incremental revenues for Petbarn, new revenue opportunities for suppliers, unparalleled insights into campaign performance, and brings consumers closer to the brands they love,” Neil Ackland, chief retail media officer of oOh!media, said.

“Whether through onsite, off-site and in-store media channels, or through extended audience targeting across oOh!’s 35,000+ asset locations, Petbarn is now uniquely positioned to engage customers at every step of their journey.” he added.

Cathy O’Connor, CEO at oOh!, added: “Partnering with Petbarn represents a significant milestone in reo’s journey to solidify our leadership in retail media and expand into new, high-growth sectors. Petbarn’s commitment to innovation aligns with our group strategy to deliver impactful retail media solutions that drive value for retailers, suppliers, and consumers alike. This partnership underscores our vision to lead the retail media evolution while providing adjacent growth opportunities in emerging media markets.”

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Independent brand and design agency Hulsbosch has unveiled a refreshed packaging design for Kleenex’s range of toilet tissue products.

Kimberly-Clark, the parent company of Kleenex, wanted to strengthen the brand’s packaging, including the iconic puppy, to strengthen Kleenex’s product proposition, modernise its visual identity and improve shelf presence.

The Kleenex redesign is part of a long-standing partnership between Hulsbosch and Kimberly-Clark, who have delivered award-winning work for brands U by Kotex, Huggies and Depend.

Mikey Hart, creative director at Hulsbosch, said: “Our approach focused on elevating Kleenex’s distinctive assets while improving shelf navigation and product differentiation. The packaging balances modern design principles with the strong emotional connection consumers have with the puppy, which remains central to the brand’s identity.

“By creating a clear and cohesive design architecture, we’ve helped ensure Kleenex continues to have a strong presence in the category.”

Leah King, Kleenex’s brand manager at Kimberly-Clark, said: “The refreshed packaging for Kleenex toilet tissue products reflects our commitment to keeping the brand relevant and consumer-focused. Hulsbosch has delivered a design that strengthens our proposition, enhances brand recall, and supports our ongoing efforts to drive premiumisation in the category.”

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HubSpot and Canva have partnered to help growing businesses create and streamline on-brand content in minutes.

The partnership brings together Canva’s complete design experience and Magic Studio AI tools directly into HubSpot’s customer platform. The embedded experience, accessible through a native “Design with Canva” button, enables teams to design, collaborate, and publish content without leaving their HubSpot portal.

“Visual storytelling is one of the most powerful ways to show, not tell, your story to customers—one image can do the work of a thousand words,” said Karen Ng, senior vice president of Product & Partnerships at HubSpot.

“By bringing together Canva’s creative platform with HubSpot’s customer platform, we’re making it fast and easy for teams to create professional designs at scale. Whether you’re a team of one or hundreds, this integration empowers you to meet the growing content demands of today’s market.”

Bridging the gap between creativity and productivity

 
The integration will allow teams to design, create, and share content faster, without switching tabs or platforms.

With the enhanced integration, teams can now add Canva Pro Elements to their designs, comment and share Canva designs with their team, and find designs created in HubSpot on their Canva homepage.

In the HubSpot content editor, start by adding an image to your social post, ad, page, or email:

1. Click the Upload icon and select “Design with Canva”
2. Select a format for your Canva image
3. If this is your first time using Canva in HubSpot, you’ll be prompted to log in to your Canva account or set up a new account
4. Design your image in the Canva editor
5, To save your design, in the upper right, click “Save”

Liz Cherry, marketing manager, HungryHungry, said: “I believe that the combined power of HubSpot and Canva is a marketer’s dream to improve efficiencies and accelerate workflows. In today’s environment where we’re constantly challenged to do more with less, combining design and marketing tools in one place just makes sense,” shared  

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ARN has introduced ARN Data Match, a new capability designed to help clients enhance their marketing strategies through first-party data matching. The solution enables brands to integrate their customer data with ARN’s audience insights to improve targeting and campaign effectiveness.

With first-party data becoming increasingly valuable for advertisers, ARN Data Match allows seamless activation across ARN’s network, aiming to refine audience engagement and drive better campaign outcomes.

Developed in partnership with InfoSum, Azira, and ARN, the platform facilitates large-scale data matching, offering advertisers a more precise and data-driven approach to their marketing efforts.

ARN’s director of commercial strategy and growth, Venessa Hunt, says the launch of the ARN Data Match represents a pivotal moment in the evolution of data-driven advertising within the Australian audio market.

“Marketers today demand solutions that allow them to harness the power of their own data in meaningful ways. The ARN Data Match combines our deep understanding of audience behaviour with our clients’ first-party data to create a unique and powerful opportunity for highly effective marketing campaigns,” she said.

Key features include:

• Integrate Their Own Data – Securely match first-party data with ARN’s audience ecosystem to identify shared audience segments.

• Improve Targeting Precision – Develop tailored campaigns that focus on specific customer profiles, optimising marketing spend for better returns.

• Enhance Campaign Performance – Utilise ARN’s expertise in audio, digital, and cross-platform strategies to create more effective and engaging campaigns.

ARN’s national podcast and digital sales director, Denis Donati, added: “The ARN Data Match helps clients make their audio smarter by securely matching their first-party data with our audience. This means they can reach existing customers more effectively, find new ones, and deliver highly targeted campaigns across ARN’s powerful digital audio platforms. It’s precision marketing at scale ensuring that marketing messages reach the right people, at the right time, in the right way.”

Meanwhile, SVP, APAC at InfoSum, Richard Knott, said: “As the advertising landscape continues to evolve, first-party data has become the cornerstone of effective audience engagement. By leveraging InfoSum’s data clean solution and tapping into ARN’s rich audio data, brands are empowered to harness the full potential of privacy-safe, data-driven advertising.

“By enabling seamless, secure collaboration without sharing raw data, we’re unlocking new opportunities for advertisers to deliver highly relevant, personalised experiences – while maintaining consumer trust in an increasingly privacy-conscious world.”

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Social media giant Snapchat has announced a program called the ‘Council for Digital Wellbeing’ program in Australia and is inviting young Australians to apply. The initiative aims to give teenagers a platform to contribute to discussions on online safety and digital wellbeing.’

The program is open to students aged 14 to 16, with around 15 participants selected from across the country. The goal is to ensure a diverse range of perspectives on creating a more positive and connected digital space.

The launch follows research showing that over 90% of Australians believe teenagers should be part of conversations on safer online experiences. Snapchat aims to leverage teens’ technical literacy and innovation to help shape digital wellbeing strategies.

It also comes off the back of the Australian government’s decision to introduce legislation to ban social media use for children under 16, in a world-first initiative.

The council, set to be announced in April, will see members participate in monthly calls, project work, and discussions with Snapchat’s global Safety Advisory Board. The program includes a two-day, in-person summit at Snapchat’s Sydney office, with travel and accommodation covered for participants and a guardian.

Running for approximately 18 months, the Australian council will operate as a counterpart to Snapchat’s U.S.-based Teen Council for Digital Wellbeing, launched last year.

Policy lead for Snap Inc. in Australia and New Zealand, Ben Au, said: “We’re passionate about making Snapchat a fun and safe place for connecting with friends and family. Our new Australian teen council is a key part of that ongoing effort, and we’d love to see young people from Australia get involved.

“We believe that teens have invaluable insights to share, and we’re excited to collaborate with them to build an even better digital future for all.”

Meanwhile, Lucy Thomas OAM, who is the co-founder and CEO of Australian youth advocacy and anti-bullying organisation, Project Rockit, said: “Now more than ever, it’s essential that young people have a voice in shaping the platforms they use every day. If we want online social experiences to be safe and empowering, platforms must actively listen to teen experiences and respond by design.

It’s exciting to see Snapchat’s new Australian-based Council for Digital Wellbeing provide this opportunity for Aussie teens to step up and take the lead in shaping global platforms.”

Eligible teens who are ready to make a difference should apply here by 5pm (AEDT) on Friday, 28 March – or just search online for the “Snapchat Safety Newsroom”. The application process is straightforward and includes a short essay and video responses; no special skills are required.

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Nikki Grafton has been appointed as the first CEO of Omnicom Media Group (OMG) in New Zealand.

Grafton’s appointment marks the first time that OMG’s New Zealand operations will have executive oversight as a stand-alone market, rather than under a combined ANZ leadership team.

In the role, she will lead ongoing expansion and evolution of OMG’s future-ready business model and ensure OMG’s New Zealand agencies OMD, PHD and Hearts & Science have the talent, tools and technology needed to drive brand growth and tap into the opportunities available in a rapidly evolving landscape.

Grafton will report to OMG APAC CEO Tony Harradine, effective immediately. She will be supported by Nigel Douglas, CEO of OMD New Zealand, and Jane Stanley, CEO of Hearts & Science, ANZ.

During her two decades with PHD New Zealand, Grafton played a key role in establishing PHD’s reputation for building strong client relationships, fueled by innovation and measurable brand growth. Leveraging parent company OMG’s Agency as a platform approach that connects media, content and commerce, PHD significantly outperformed the market as exemplified by the agency’s ‘Dominant’ rating from RECMA, along with being appointed to the Lion NZ business.

Under her leadership, PHD New Zealand has also been a consistent presence on the international, regional and local awards circuits, most recently earning recognition at the 2024 Cannes Lions and Festival of Media Awards APAC for its Skinny Mobile and Foodstuff campaigns. She was also re-elected as a board member of the Commercial Communications Council last year.

Harradine said of Grafton’s appointment: “As one of OMG’s epicentres of growth in Asia Pacific, New Zealand represents a crucial market for our continued progress in the region. A tenacious leader, Nikki understands what makes consumers tick and is adept at translating clients’ ambitions into tangible results.

“The close-knit client relationships she has forged signify brand confidence in OMG’s Agency as a Platform proposition and our talent, making Nikki a key pillar in delivering competitive advantage for our clients and the business in New Zealand.”

Grafton said of her new role: “OMG has a solid bench of innovative thinkers who are passionate about unlocking new possibilities and delivering incredible work for our clients. This is an exciting time for OMG in New Zealand and I look forward to working alongside our talented teams to drive innovation, deepen partnerships and create meaningful impact in the market.”

Meanwhile, Abby Parkin has been promoted from managing director of PHD New Zealand to CEO, effective 1 March. She will work closely with Grafton to ensure a smooth transition.

As MD, Parkin delivered market-leading communications solutions for clients while nurturing PHD’s talent. She also worked together with the leadership team to evolve PHD’s products and services to meet the industry’s evolving needs.

As CEO, Parkin’s primary goal is to ensure that PHD New Zealand consistently delivers innovative and future-proofed solutions to drive results for clients and the business.

Top image: Nikki Grafton

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SCA has announced the promotion of Carla Mathisen to head of sales Brisbane, where she will lead the strategic direction of the sales team, focus on revenue growth, and strengthen client and agency relationships.

Mathisen has been with SCA for a decade, progressing from account manager to group sales, before taking on the role of head of agency sales in 2023. She replaces Hamish Rose, who is leaving after 13 years, including the last five as Brisbane’s head of sales.

Rose, who played a key role in leading the Boomtown Radio Specialist team and securing representation for ACE Radio Network, will now transition to McDonald’s as a future licensee.

Of her appointment, Mathiesen said: “I am both excited and humbled to take on this role as the next step in my career with SCA. The Brisbane market – clients, agencies and colleagues – are what make it such a rewarding and collaborative industry. I’m very grateful to Hamish, for his mentorship and guidance. As I embark on this new chapter, I’m filled with a sense of pride a responsibility to make a meaningful impact, and I look forward to sharing my passion and energy with the team to drive continued success and growth.”

Meanwhile, Rose spoke of his career change calling his time at SCA “nothing short of amazing”.

“I’m truly grateful for the variety of opportunities I’ve had to expand my career. Radio has always been in my blood and always will be. The team at SCA is one of a kind and their unwavering support has meant the world to me. Now, the time feels right for a fresh challenge, and I’m thrilled for this next chapter. I couldn’t be more excited to hand over the reins to Carla, an immensely respected colleague and a truly outstanding leader. I have every confidence that under her guidance, the team will continue to thrive and reach new heights,” he said.

Luke Minto, SCA’s national head of audio sales said: “Brisbane SCA is an audio powerhouse and a market leader for audience ratings and revenues. With Carla stepping in as Head of Sales, we are fortunate to have a well-respected and strong people leader who will continue to drive growth for our clients alongside our talented sales teams.

“Hamish has been both a brilliant executive and a good human, building strong business acumen across various roles within SCA. We wish him the very best in his new venture and I’m grateful for his kind offer to host my next birthday party at his new workplace. I have doubt he’ll achieve great success in his new career.”

Mathisen will report to Minto and will commence in the new role on the 28th of April.

Pictured: Carla Mathisen

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The Independent Media Agencies of Australia (IMAA) is marking five years of championing indie agencies.

“Having had the chance to reflect on the past five years of the IMAA, it’s truly incredible just how much we have achieved as an organisation,” IMAA CEO, Sam Buchanan, said.

“From the outset, our mission was simple – to advocate for independent media agencies nationwide. Over time, that vision to raise the collective voice of the sector has diversified into many different initiatives and streams, which have all come together to transform the indie media agency landscape.

The national industry body, launched in 2020, now boasts more than 175 member agencies and 45 major media partners, as well as support from several industry associations.

The IMAA has championed indie media agencies nationally and introduced a series of industry firsts that have helped propel them on to major pitch lists and the ‘indie era’ zeitgeist.

It has promoted the benefits of working with independent media agencies, increased awareness and respect for the sector, facilitated knowledge-sharing, and supported 100% Australian-owned businesses to bolster the Australian economy. The organisation is also dedicated to improving the media landscape, demonstrated by its Reconciliation Action Plan, Diversity and Inclusion Council, and status as a carbon-neutral organisation.

Among the industry body’s successes is the IMAA Academy, an eight-module online education program has trained hundreds of up-and-coming agency talent and delivered best-in-class education.

Last year, the IMAA inked a partnership with SBS for a new inclusion training module, and the Academy was recognised at the 2024 LearnX global education awards, with four awards for its implementation and delivery.

Another key professional development initiatives delivered by the IMAA is the Female Leaders of Tomorrow Programme, now in its second intake, designed to address the equity gap for women in senior media roles with key industry leaders as mentors, and Pitch Chella, launched last year, to nurture the next generation of industry talent.

The IMAA’s broader industry advocacy work has also been a key achievement for the organisation. Over the past 12 months, the IMAA has worked tirelessly to challenge Federal and State government legislation around government master media account tenders, calling for a bigger seat at the table and a fair go for Australian owned indie agencies.

The IMAA has also worked closely with brands and the wider Australian media and marketing sector to help them better understand the indie offering and its value. These efforts have resulted in a greater representation of indies on client pitch lists and winning blue chip clients.

Levelling the playing field for the independent media sector has been a priority for the IMAA since its inception, as it focused on ways to improve operations for agencies. In 2021, the IMAA signed a world-first trade credit insurance group deal, which has saved members up to 78% on their trade insurance policies. It has also inked more than 60 additional group deals for members, spanning HR, data, research, out-of-home verification, coaching and more.

The IMAA has also established critical overarching governance for the sector, introducing AI Principles to guide technology use, along with an industry-wide commitment to sustainability and charity.

Buchanan added: “On a personal level, I’m extremely proud of our ongoing commitment to learning and development. Education has always been the top priority for our members, and we’ve responded with groundbreaking initiatives like our highly successful Academy and Female Leaders of Tomorrow Programme. To see these projects become an integral part of professional development for the media sector nationally is a testament to the quality of their delivery and results. I’m looking forward to the next five years and beyond of the IMAA and the independent media agency sector – it’s going to be transformative,” Buchanan added.

Jacquie Alley, IMAA Chair, said: “Today is an important day for the IMAA, as we celebrate five years in operation. Our focus has always been on collaboration, providing an environment for indie agencies to come together to tackle the unique challenges they’d often faced alone. Over the years, we’ve seen our efforts expand to advocacy work, while also laying the governance foundation of sustainability, DE&I and reconciliation for our members.

“Most importantly, we’ve achieved our goal of fundamentally changing the media landscape – we’ve given a voice to the independent media sector nationally, which has been felt on a global scale and replicated, with the establishment of the IMANZ in New Zealand.

“As we celebrate this milestone, we look to the future – we’re now focused on taking the IMAA to new heights, with a renewed mission to influence change and growth across the entire industry. I’m incredibly proud of what the IMAA has become.”

The milestone coincides with the organisation’s Indie-Pendence Day conference, which will be held today in Sydney.

Top image: Sam Buchanan, Michael Petersen, Melissa Roberts, Phil McDonald, Jacquie Alley and Steve Fagan

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