Nine scales Stan ad tier to counter softening broadcast market

The expansion comes as Nine Entertainment manages a delicate financial transition. Per C21Media in August 2024, the group reported a 31% fall in annual profit to A$135 million, largely hampered by a 32% drop in television business earnings. Despite this, Stan remained a high-performer, delivering 5% revenue growth to A$447.7 million. By February 2026, Stan's momentum continued with revenue increasing 15% to $282.7 million for the half-year, supported by a 40% jump in Stan Sport subscribers following the acquisition of English Premier League rights, according to the Motley Fool.

Market data from Kantar in November 2025 highlights the aggressive shift toward ad-supported models in Australia, noting that 5.6 million households now hold at least one paid AVoD subscription. While Netflix has seen 73% of its new Australian sign-ups opt for its ad tier, Stan’s entry enters a maturing market where overall VOD penetration has plateaued at 76%. Nine is positioning its unified 'Nine Galaxy' ad-tech stack to compete with global platforms by offering first-party data transparency across its radio, print, and streaming verticals.

Recent competitive moves have increased pressure on Stan to offer lower-priced entry points. Per Mediaweek, Netflix raised its ad-free Premium tier to $28.99 in late 2025, positioning its $9.99 ad-supported plan as a primary growth engine. Meanwhile, Warner Bros. Discovery’s HBO Max (formerly Max) leveraged a Foxtel partnership to drive a 73% quarter-on-quarter subscriber increase in late 2025. Nine’s inclusion of HD streaming in its $9.99 tier is a strategic attempt to undercut competitors who previously restricted ad-tier quality to SD or limited 720p streams.