WHAT'S HOT AND WHAT'S NOT
October 2026
The national mood remains predominately negative, with net negative emotions continuing to increase from last month. Nine’s audience reflects this strong negative mindset with Frustrated, Anxious, Stressed, Annoyed and Calm the top feelings this month, followed by Pessimistic and Unsure. In line with the negative sentiment, Nine’s audience is feeling more cautious about the year ahead. Nine’s audience maintains from last quarter the value it places on health, enjoying life and family security. Additionally, sports are a strong area of engagement with viewing habits varying depending on the sport. However, those interested in a sport engage outside of games, watching additional content and engaging in fandom behaviour.
2 October - 5 October 2026
Inside this month’s Consumer Pulse dip
Mood of the Nation
The national mood
The national mood has seen a further decline with negative sentiment continuing its increase since last month, and coincides with the latest interest rate rise that was announced the week the survey launched. While NET positive has maintained a steady decline in line with levels from April this year. The significant gap between positive and negative emotions is reflective of the current mindset due to economic concerns, with interest rate rises top of mind for Australians, as well as a reflection of the continued global instability.
NOTE: For the best viewing experience on mobile, please view landscape.
Dominant mood indicators
The sentiments list reflects the current mindset and is dominated by negative emotions. The top 3 emotions being frustrated, anxious and stressed. Frustration and stress have seen a month-on-month as well as a year-on-year increase, reinforcing that Australians are currently feeling more negative than before. Annoyed and calm complete the top 5 of the list, highlighting that some are trying to remain positive despite the instability. Pessimistic, unsure, sceptical, relaxed and hopeful complete the remaining top ten emotions, showing the conflicting emotions felt by Australians as whilst impacted by a number of concerns, some remain hopeful and optimistic about the future.
NOTE: For the best viewing experience on mobile, please view landscape.
NATIONAL MOOD BREAKDOWN
Emotion all reflect the negative sentiment dominance, for those 45+
Frustration, anxiety and stress are acutely felt by all Australians regardless of age, however differences arise in the remaining emotions. For those under 45, the top 5 emotions all reflect the negative sentiment dominance, with overwhelmed and pessimistic rounding out the list. Contrastingly, those 45+ show more diversity, also feeling annoyed and calm, with calmness much stronger than younger audiences. While negative sentiment remains strong for both males and females, they also show some difference with the particular emotions felt. The top 3 emotions for females are in line with the total sample, however males show stronger feelings of annoyance.
BRAND CONSIDERATION
To effectively navigate these demographic emotional nuances, brands should lean into themes of safety and connection to comfort overwhelmed younger audiences and females, while providing grounding, practical messaging to counter the anxiety, pessimism, and frustration present among older consumers and males.
Conversation Starters
OUTLOOK ON THE YEAR AHEAD
of Nine's audience feel cautious about the year ahead
Caution has continued to rise with economic pressures and global uncertainty a key driver
Nine’s audiences’ negative outlook has increased from last month by 4 percentage points, with ~1 in 2 feeling cautious about the year ahead. 47% to 49% of both younger and older audiences are feeling cautious, however this has increased since last month for those under 45, while remaining consistent for 45+. The cautious sentiment is driven by external, uncontrollable factors such as the heightened cost of living pressure, geopolitical instability and government dissatisfaction. However, despite the predominately negative mood, 1 in 3 are feeling a mix of both optimistic and cautious, as while they are wary of the external pressures they are positive about their personal lives and well-being as well as feeling confident about the things within their control.
Audience’s top concern remains rising prices for essentials like groceries, fuel and utilities, followed closely by global conflicts affecting fuel prices, & national security, and increasing political polarisation. Older audiences show less concern about high rent, rising interest rates or the ability to buy a home compared to those under 45, highlighting the varying lifestages and the financial stability of those 45+.
Health, Life, and Family Security Top Australian Values
When it comes to what matters most to Australians, health maintains its position at the top of the list and has seen a slight increase from last quarter (5 percentage points). Aside from maintaining good health, enjoying life and family security continue to be core values. Other values have shifted quarter on quarter, with protecting the environment increasing to the 5th ranked position (up 3 percentage points). Important values continue to be focused on well-being, relationships and global stability, while ideals such as self-discipline and capability have seen a minor decline from last quarter suggesting that ambition is not a high priority for audiences.
NOTE: For the best viewing experience on mobile, please view landscape.
SPORTS
of Nine's audience are willing to pay to access live and on demand streaming content of a sport of interest
Sports keep crowds hooked, with plenty ready to pay for their favourite games
Sports continue to bring individuals together with 78% of Nine’s audience engaging with any sports or sports related content in the last week. The key way audiences engage with sport is through free-to-air (54%), however print still plays a role with 28% reading content via a newspaper, particularly 45+ and males. Younger audiences show higher engagement through social media than those 45+, while males are higher across all platforms, reinforcing that they are a highly engaged sports audience. Among Nine’s audience, 42% are willing to pay to access live and on demand streaming content of a sport of interest. This increases 9 percentage points for males (up to 51%), with 13% willing to pay for NRL / NRLW and 10% willing to pay for soccer (domestic or international).
BRAND CONSIDERATION
To capitalize on high sports engagement and strong subscription intent - particularly among highly engaged male fans - brands should prioritize live and on-demand streaming environments within their media mix alongside platform-tailored touchpoints across free-to-air, print, and social media.
WEEKLY LOYALTY VS TOURNAMENT ENGAGEMENT
of Tennis viewers only watch for major tournaments such as the AO
Different games reveal different habits: From weekly loyalty to major tournament viewing across platforms
Engagement with sports varies among audiences depending on the sport. 1 in 5 watch NRL / NRLW weekly or more often, which increases to ~1 in 4 among males. 14% of Nine’s audience also indicate that they tune in for major tournaments such as State of Origin or Grand Final. Over 90% of those who watch the NRL / NRLW do so via Channel 9 / 9Now, with 73% watching live. Tennis shows a slightly different engagement behaviour as rather than regular viewing, 2 in 4 only watching for major tournaments such as AO. However tennis still maintains some loyal fans, with 13% watching at least monthly. Viewership of tennis is primarily the full event live on free to air (55%), which is slightly high among females (61%). This is followed by the short highlights on free to air (30%). In line with tennis, athletics shows less regular viewing but 28% are watching for major competitions and this is slightly higher among older audiences and males. 46% of those watching, do so of the full event live or on catch up, followed by 37% watching short highlights on free-to-air or a streaming service. Beyond the screen, print and digital news publications help 19% of NRL fans and 15% of tennis & athletics fans keep up on the action.
BRAND CONSIDERATION
Brands should align their media strategy with code-specific viewing habits by maintaining an always-on live presence across Channel 9 and 9Now for loyal NRL audiences, while capturing event-driven tennis and athletics viewers through high-impact tentpole broadcasts, short-form highlights, and news extensions.
FANDOM BEHAVIOUR
of Nine's audience engage in fandom behaviour of sports teams and/or athletes they support
Over half of audiences engage beyond live matches with highlights, social media, and fandom driving deep sports engagement
58% of those who watch sport show high engagement, interacting with sporting content outside of live matches and highlights, however this increases to 63% for males. The top way fans choose to engage is watching highlight reels of the games / sporting moments, particularly males. This is followed by liking, commenting or sharing content on social media, which is a key engagement avenue for younger audiences.
52% engage in fandom behaviour of sports teams and/or athletes they support. This behaviour is reflected through following them on social media, owning a jersey, owning other merchandise or having a membership to a sport / sporting team. Engagement with sporting teams / athletes is stronger among younger audiences and males. 18% of males participate in a sport of interest on a regular basis, while 17% of younger audiences own a product that is sponsored or promoted by a sporting team / athlete.
BRAND CONSIDERATION
To capitalize on deep off-field sports fandom, brands should leverage highlight reels, social media, and athlete partnerships to activate younger, connected audiences and males, while balancing broader creative messaging with reassuring support for anxious females and practical solutions for pessimistic older demographics.
GET IN TOUCH
Want to know more?
Contact your Nine representative directly, or fill out the form and we'll be in touch.
