Unveiled at an immersive showcase inside The Cutaway at Barangaroo, Nine’s unified ‘Sofa to Street’ Go-To-Market strategy connects premium Streaming, Broadcast, Publishing & Out of Home under a single commercial engine.

Following an immersive spectacle brought to life inside the subterranean expanse of The Cutaway at Barangaroo, Nine Entertainment (Nine) has showcased its new “Sofa to Street” cross-platform proposition designed to shape culture, move audiences at scale and accelerate commercial growth to Australian advertisers.

Key announcements include:

• Nine turns Today into digital commerce engine with the Australian-first launch of Shop Today
• Stan announces a new era of Australian stories and world-class global content.
• Nine unveils Publishing ecosystem strategy, extending into live experiences and category specific partnerships
• QMS launches retail out of home network, ‘Shop’
• Nine supercharges ‘Sofa to Street’ with NineNeo trading platform
• Nine secures The Salvation Army’s Carols in the Domain and announces new content on 9Network and 9Now
• Nine unveils its 2027 sports slate and cross-platform commercial ecosystem

The transformation establishes Nine as the only Australian-owned, fully integrated media network. Connecting Streaming, Broadcast, Publishing, and Outdoor assets under a single commercial engine. The new Go-To-Market (GTM) strategy gives brands a frictionless, zero-wastage canvas to reach and influence Australians across their entire daily routine.

Matt Stanton, CEO of Nine Entertainment, said:

“When we set about transforming our business we saw a clear opportunity to build a digital-first network that meets audiences wherever they are. A media powerhouse that is a catalyst for progress, a platform for possibility and a partner for growth. This integrated strategy allows us to challenge global Big Tech platforms by delivering unmatched, trusted local scale.

‘Sofa to Street’ represents a landmark shift in national media capability, but it will also transform how our partners buy media. With up to a third of digital video spend in Australia swallowed up by non-transparent tech fees and complex programmatic supply chains, we believe the industry deserves better transparency and real accountability.

We are taking a leading role in streamlining the buying ecosystem to strip out unnecessary tech costs and put more of your ad investment straight into working media. Buying directly with Nine gives brands superior ROI across BVOD and SVOD, while directly supporting the local content ecosystem.”

Stanton added: “Ultimately, this ensures your investment directly funds the Australian news, sport, and entertainment you see across Nine and will help make Australia a better place to live, work and do business. It’s a cleaner, smarter way to trade that builds a sustainable future for our industry.”

Matt James, Chief Sales Officer of Nine, said:

“No one connects culture and commerce like we do. Marketers have spent years stitching together fragmented plans but our proposition eliminates that friction completely. We can now move your customers from the biggest screen in the home, to the screen in their hand, to the journalism they trust, and through the physical environments where they travel, work, shop, and socialise.

Earlier this year, our acquisition of QMS created the most comprehensive and connected digital media ecosystem in Australia. I’m pleased to announce that from January 2027, QMS Australia officially becomes Nine Outdoor – a national digital outdoor network with more than 2,000 sites across our major cities, fully connected to Nine’s content, data, and audiences.

That matters because these are 100% Nine-controlled and operated assets. Together, they give us a genuine integrated platform. One door into a world of possibilities that no other media company in Australia can offer. By 2027, we will operate through a single content delivery system, giving us the power to deliver brand messaging simultaneously across our entire ecosystem: Channel 9, 9Now, Stan, Mobile, Publishing, and Digital Out of Home.”

Matthew Turl, CEO at Spark Foundry Australia, said:

“As Cancer Council Australia’s media agency, we are incredibly proud to have helped bring together Cancer Council and the Australian Government’s National Bowel Cancer Screening Program with Nine.

This partnership marks an important moment for the program. By bringing together some of Nine’s most trusted talent and amplifying one clear message across television, digital, publishing and out of home, we are using the full strength of Nine’s network to capture attention and inspire behaviour change at scale, encouraging more Australians to take a simple action that could save their life.

Nine’s ‘Sofa to Street’ strategy builds on the integrated thinking behind this partnership. By seamlessly connecting its talent, content, channels and data, it creates the opportunity to deliver a cohesive, high-impact narrative that reaches Australians throughout their day and turns attention into action.”

Following tonight’s Upfront, Nine’s Sales teams will take the “Sofa to Street” offering to agencies and key clients across Australia that will further explore the new integrated offering for advertisers to utilise in 2027 and beyond.

Thursday 17 September, 2026