Nine Entertainment Co, one of Australia's largest media companies, has indicated that traditional television is playing a diminishing role in its long-term strategy, following what it described as a 'transformative year' for the business. According to reports published across Nine-owned mastheads including the Sydney Morning Herald, The Age, and Brisbane Times, the company is placing increasing emphasis on its premium subscription services and its outdoor advertising division.
The comments, attributed to Nine leadership, come amid a challenging advertising market for traditional broadcasters, where audiences have increasingly shifted to streaming platforms. Nine's subscription service, Stan, and its outdoor advertising arm, which includes digital billboards and street furniture, are now seen as the primary engines for future revenue growth. The pivot represents a significant reorientation for the company, which has historically relied on its free-to-air television network as its main profit centre.
The move aligns with global trends, as traditional media conglomerates from the United States to Europe contend with cord-cutting and the fragmentation of audiences. In Australia, the trend has been particularly pronounced, with the rise of global streaming giants like Netflix, Disney+, and Amazon Prime Video squeezing local players. Nine's strategy mirrors that of its competitors, including Seven West Media and News Corp, which have also invested heavily in digital subscriptions and diversified advertising revenue streams.
The company did not provide specific financial targets or timelines for the transition, but the announcement underscores a broader acknowledgement that the traditional television model, long a staple of Australian living rooms, is no longer the guaranteed profit driver it once was. For viewers, the shift may mean more investment in original content for Stan, as well as more targeted and potentially more expensive advertising through Nine's outdoor network.