TLDR
The Video Futures Collective, whose members include Netflix, YouTube, Amazon, Disney, Foxtel and SBS, says its independent cross-platform ad measurement from AudienceProject is on track to launch in Australia in January 2027. It will report one campaign reach and frequency figure across the members' platforms, and agencies will pay a licence to see results.
KEY TAKEAWAYS
The launch
The Video Futures Collective says its cross-platform advertising measurement is on track to launch in January 2027. The system is supplied by AudienceProject, and it is aimed at one question advertisers keep asking: how many people a campaign reached across streaming services and YouTube, and how often.[1]
"All we're focused on here is cross platform ad measurement," said Murray Love, the VFC's head of measurement. The system will not rate programs.[1]
Who is in it
The VFC's founding members are Amazon Prime, Disney Advertising, Foxtel Media, Netflix, Samsung Ads, SBS, Vevo and YouTube. Six of the eight already use AudienceProject's system in other markets.[2] The collective became an incorporated not-for-profit with paying members at the start of 2026.[1] Seven, Nine and Ten are not on the member list.[2]
"This is what the VFC was created to do: bring the industry together to solve shared challenges," interim chief executive Toby Dewar said when the deal was announced in August.[2]
How it works
Each platform will supply census-level campaign impression data. AudienceProject will run an opt-in Australian audience panel to add demographics and remove people counted twice across services.[2] The system already runs in Europe, North America and Latin America.[3] "It means that the solution we have in Australia is exactly the same solution as in Canada," said AudienceProject global chief executive Thomas Honoré.[1]
Advertisers and agencies will need a software licence to see the results, and the price depends on campaign size. AudienceProject says it is open to working with OzTAM.[1]
What it means for buyers
For agencies, the appeal is one consistent figure across streaming and YouTube instead of each platform reporting its own numbers. The open question is coverage: with no commercial free-to-air network among the members, a campaign that runs on Seven or Nine as well as Netflix and YouTube will still need more than one source to tell the full story.
SOURCES & CITATIONS
FREQUENTLY ASKED QUESTIONS
When does the VFC measurement launch?
Who are the VFC members?
Does it cost agencies to use?
James Dore is founder and editor of Prompt the Market and Strategy Director at Bushnote, a Sydney strategy, SEO and AI search agency. He has a background in strategy, media and financial services, and led consumer product marketing at MONEYME. He writes on AI search, answer engines, technology policy and media economics.
