Nine Extends Ad Offerings to Stan Entertainment with New Tier

The introduction of an ad-supported tier on Stan's entertainment offerings signals a strategic move by Nine to further monetize its streaming assets and attract a broader subscriber base with a lower price point. This allows advertisers to access a wider, engaged audience across Nine's integrated media ecosystem, which includes broadcast, digital, and print. The move aligns Stan with global streaming trends that prioritize ad-supported models to boost revenue and subscriber numbers, and sets a precedent for how Australian-owned platforms will compete in a fragmented market. Watch for subscriber migration patterns between Stan's ad-supported and ad-free tiers, and the reported ARPU uplift.

Nine's decision to launch an ad-supported tier for Stan follows a broader industry trend among major streaming platforms. Netflix introduced its 'Basic with Ads' plan in late 2022, and Disney+ followed suit shortly after, with both reporting varying degrees of success and subscriber adoption. For instance, in Q4 2023, Netflix reported 23 million global monthly active users for its ad-supported plan (per Variety, January 2024), indicating a significant consumer segment willing to trade ads for a lower price.