Why Eight Streaming Rivals Unite Under One Research Framework

Australia's Video Futures Collective (VFC) has formally transitioned from a Foxtel Media-led think tank into an independent, non-profit industry association, uniting eight competing streaming platforms under a shared research and measurement framework.

The organization, originally launched in early 2024, now counts Amazon Prime, Disney Advertising, Foxtel Media, Netflix, Samsung Ads, SBS, Vevo, and YouTube as co-equal members.

Eight Competing Platforms Unite Under One Body

Toby Dewar, appointed interim CEO and Director of Customer Engagement at Foxtel Media, described the formation as globally unprecedented.

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"The scale of collaboration, with eight major streaming players working together to shape the future of the video sector in Australia, is remarkable," Dewar said. "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."

The VFC has hired three senior staff to lead its work. Jo Moses, formerly of Universal McCann and Seven Media Group, joins as Head of Research. Murray Love, with experience from Quantium and Foxtel Media, becomes Head of Measurement. Natalie Portelli, formerly of Sony Pictures Australia, takes the Head of Marketing and Communications role. The organization is not actively recruiting a permanent CEO, with that decision planned for later in 2026.

Research Already Quantifies Streaming's Advertising Edge

The VFC's early research outputs establish a measurable case for streaming advertising. A study conducted with Amplified found that streaming delivers three times the active attention compared to linear television environments. A separate three-year study with Adgile and GroupM found streaming is two times as efficient at driving business outcomes as linear video.

These findings form the evidence base the VFC plans to scale as a formal industry body, focused on what Dewar described as "rigorous research, standardized measurement, and long-term growth for Australia's streaming video ecosystem."

APAC Faces the Same Problem Without a Structural Solution

The VFC's formation carries direct relevance for Asian marketing leaders. Across the APAC region, CTV (television delivered via internet connection) advertising is growing at 14.4% in 2025, with India at 32.5% and Australia at 24.8%. Open programmatic CTV ad spend in Southeast Asia surged 43% in the first quarter of 2025 compared to 2023.

Yet no equivalent industry body exists in any Southeast Asian, South Asian, or Northeast Asian market. Competing platforms operate with incompatible measurement methods, making it difficult for advertisers to compare results across services.

57% of APAC marketers are reallocating 40% or more of their budgets to CTV, doing so without the standardized data infrastructure needed to optimize those investments. The APAC programmatic advertising market is valued at US$258.17 billion in 2026 and projected to reach US$720.31 billion, making measurement fragmentation a structural problem at significant scale.

VFC Model Positions Australia as Regional Blueprint

The VFC's transition from informal think tank to formal independent association represents a model that Asian markets have yet to replicate. Japan and South Korea are leading the development of privacy-safe identity frameworks for streaming advertising, but neither market has an equivalent multi-platform industry body to formalize those innovations across competing platforms.

"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," Dewar said.

The VFC plans to launch an accelerated program of research and measurement initiatives throughout 2026.