VFC taps AudienceProject to build Australia's first cross-media measurement, live 2027

August 26, 2026 · marketing-interactive.com

The Video Futures Collective, whose eight members include Amazon Prime, Disney Advertising, Foxtel Media, Netflix, Samsung Ads, SBS, Vevo and YouTube, has partnered with AudienceProject to build what it calls Australia's first independent cross-media audience measurement solution, due to go live from early 2027. Each platform will supply census-level campaign impression data, and AudienceProject will run an opt-in Australian audience panel to determine demographics and deduplicate audiences across services, applying one independent framework across the group and replacing platform-specific reporting methods. Six of the eight VFC members already use AudienceProject in international markets, which the organisation says will speed the Australian rollout. VFC interim chief executive Toby Dewar said the deal reflects "a strong appetite" from advertisers and agencies for comparable cross-platform measurement, and noted individual members still need to finalise their own commercial agreements before joining the system.

Campaigns spread across Foxtel, Netflix, YouTube and the other VFC platforms will be measured against a shared reach and frequency standard once each media owner signs its own commercial agreement, replacing today's patchwork of platform-reported numbers built on different methodologies. Planners buying frequency caps across multiple streaming services get one deduplicated audience count, replacing reports stitched together from separate platforms. The system will not be live until early 2027, and its usefulness depends on how many of the eight members complete the commercial sign-off the VFC says is still required.