Australia’s Special Broadcasting Service – SBS has completed the full integration of its advertising opt-out function on SBS On Demand.
This activates a world-first approach that gives audiences direct control over the types of ads they see on a streaming platform.
The update follows a successful beta trial that began in 2024 and makes SBS the first broadcaster globally to embed audience-controlled advertising preferences as a permanent feature of its on-demand service.
World-first opt-out feature goes permanent
From today, all SBS On Demand users can opt out of advertising across three categories – wagering, alcohol and quick service restaurants – directly via their account settings.
The move is designed to balance audience choice with advertiser effectiveness, ensuring ads are delivered to viewers who are more open to seeing them.
SBS acting managing director Jane Palfreyman said the feature reflects how the broadcaster is evolving its commercial model alongside audience expectations.
“At SBS, audience trust and choice are central to how we evolve our services. Our opt-out feature has moved from a pioneering trial to a permanent and seamless part of the SBS On Demand experience – because Australians told us they want more control over the ads they see. This strikes a balance between our commercial imperatives and audience feedback,” Palfreyman said.
Podcasts added to SBS On Demand
Alongside the opt-out integration, SBS has expanded SBS On Demand by adding podcasts to improve discoverability across its audio slate.
The broadcaster, which has been named Australian Podcaster of the Year for three consecutive years, has now made its award-winning podcasts available within SBS On Demand.
This allows audiences to find audio content alongside more than 15,000 hours of programming spanning news and current affairs, drama, documentary, entertainment and sport, including multilingual and First Nations content.
“Innovation continues to shape the SBS On Demand experience,” Palfreyman said.
“By adding podcasts and refining how people interact with advertising and content, we’re continuing to break new ground in how Australians engage with SBS, with even more enhancements to come.”
More upgrades ahead, timed for FIFA World Cup 2026
SBS confirmed further platform upgrades are on the way, including restart, pause and rewind functionality for live television on SBS On Demand.
The feature is expected to be live in time for the FIFA World Cup 2026™, when SBS will stream all 104 matches from Canada, Mexico, and the USA, live and free, in full HD across both linear TV and SBS On Demand.