The Video Futures Collective is working to develop a unified, privacy-safe measurement standard for cross-platform streaming in Australia. This initiative seeks to reconcile fragmented audience data from major platforms as industry projections indicate significant growth in streaming ad spend.
The absence of a common measurement standard prevents advertisers from optimizing cross-platform investments and accurately assessing incremental reach beyond linear TV. As streaming shifts from an experimental add-on to a core budget component, the current reliance on siloed platform data creates significant reconciliation overhead for agencies. Success in Australia would provide a blueprint for reconciling global walled gardens into a single, transparent currency. Watch for the release of the VFC's first validated cross-platform data sets to see if independent verification can finally break the measurement deadlock between broadcasters and tech giants.
The measurement landscape in Australia is increasingly split between legacy broadcast standards and new digital-first alliances. OzTAM, the industry body owned by major free-to-air networks, officially transitioned to its Virtual Australia (VOZ) system as the primary trading currency in December 2024. Per OzTAM reports from mid-2025, VOZ successfully deduplicates audiences across broadcast and Broadcast Video on Demand (BVOD), yet it notably excludes SVOD and AVOD data, which the Video Futures Collective (VFC) is now attempting to incorporate. To bridge this gap, OzTAM launched the Streamscape tool in 2025, which recently integrated Netflix viewing data but remains separate from the core VOZ trading database.
Simultaneously, global measurement providers are intensifying their local presence to meet the demand for cross-screen visibility. Per Nielsen reporting from August 2025, the firm is launching Ad Intel CTV in Australia by Q4 2025 to track competitor ad spend and creative strategies across platforms like Netflix and Prime Video. This follows Comscore’s 2021 entry into the market through a partnership with Samba TV, focusing on Connected TV (CTV) ACR data. The market tension remains high as Foxtel Media, a founding VFC member, exited the OzTAM datasets in 2024 to build its own alternative measurement solution using Kantar and VideoAmp technologies, according to industry filings in March 2026.
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