Netflix joins Video Futures Collective as streamers unite on ad measurement

Netflix has officially joined the Video Futures Collective (VFC), a local organisation made up of major streaming players working to advance the commercial impact and future of premium video in Australia.

The move brings Netflix into closer alignment with the local market and cements VFC’s reach across nearly all premium streaming audiences, alongside Amazon, Disney, Foxtel Media, SBS, YouTube, Samsung Ads and Vevo.

The move follows Netflix’s recent decision to join OzTAM, signalling a deeper commitment to local measurement, transparency and collaboration as its ad-supported business ramps up.

SEE MORE: Netflix signs on with OzTAM in major streaming transparency shift

Toby Dewar, director of customer engagement at Foxtel Media and member of the VFC steering committee, said Netflix’s inclusion was a “landmark moment” for the group.

“The addition of Netflix Ads to the VFC’s ranks reinforces our collective reach across the vast majority of Australian streaming audiences,” he said. “This is a space where streaming platforms, marketers and agencies can come together to shape the future of premium streaming video advertising.”

Heidi Monro, senior manager of advertising sales at Netflix ANZ, said VFC offered a “crucial forum” for dialogue across the broader media and ad industry.

“We’re excited to play our part in enhancing industry practices and measurement techniques,” she said.

The VFC was formed in 2023 to build a more accountable and scalable digital video ecosystem in Australia. It is currently running two major research initiatives: a study to measure the commercial impact of video streaming for brands and a research project on attention and context amplification in premium video environments.

Netflix will contribute to these projects and future initiatives as the group seeks to elevate the role of connected TV within the media mix.