The Video Futures Collective (VFC) has formally transitioned from an informal think tank into an independent industry association, as major streaming and video players double down on collaboration, measurement and market influence.
The move brings together founding members Amazon Prime, Disney Advertising, Foxtel Media, Netflix, Samsung Ads, SBS, Vevo and YouTube under a unified, non-profit structure aimed at accelerating growth across Australia’s streaming video ecosystem.
From think tank to industry muscle
Since launching in March 2024, the VFC has focused on research and collaboration across the video sector. Its formalisation signals a step change – shifting from industry conversation to coordinated action.
As an independent, member-based body, the Collective will expand its remit, scaling research programs, standardising measurement frameworks and building tools designed to improve how advertisers understand and invest in streaming.
Toby Dewar, who steps in as Interim CEO alongside his role as Director of Customer Engagement at Foxtel Media, positioned the shift as both necessary and globally significant.
“What makes the Video Futures Collective truly unique is the scale of collaboration, with eight major streaming players working together to shape the future of the video sector in Australia.
“Globally, this level of coordination is unique, and it gives us a remarkable opportunity to understand audience behaviour, innovate measurement and create insights that help advertisers make smarter, more impactful decisions. By moving from an informal think tank to a formal independent industry association, we are not just responding to changing viewing habits; we are shaping the way the market evolves.”
Toby Dewar
Leadership build signals next phase
The Collective has also bolstered its leadership bench, appointing Murray Love as Head of Measurement and Jo Moses as Head of Research – two roles central to its ambition of building a more accountable and standardised video ecosystem.
Love brings decades of experience in audience data and analytics, including roles at Quantium and Foxtel Media, while Moses joins from senior roles at Universal McCann and Seven Media Group/RED, most recently leading her own consultancy.
Natalie Portelli has also been appointed Head of Marketing and Communications, joining from Sony Pictures Releasing Australia, where she spent 15 years, most recently as Publicity & Promotions Manager.
“At a defining moment for the Collective, Jo, Murray, and Natalie bring a rare fusion of strategic vision, research rigour and measurement leadership. Together, they elevate our ability to generate trusted evidence, deepen industry confidence and help shape a more accountable, effective and future-ready video ecosystem for Australia,” said VFC Interim-CEO Toby Dewar.
Measurement, attention and the fight for budgets
The formalisation comes as streaming continues to sharpen its pitch to advertisers, with the VFC already laying down data-led arguments around effectiveness.
Among its early outputs is The Attentive Power of Video Streaming Advertising, a study conducted with Amplified, which found streaming delivers three times the active attention compared to linear environments.
A separate three-year study with Adgile and GroupM has also found that streaming is twice as efficient at driving business outcomes as linear video, with diversified investment across platforms further enhancing performance.