Nine’s End of Year Ratings 2025

The 9Network has dominated the metro market in 2025 year-to-date, securing the No. 1 position across all key demographics and Total People.

This success extends nationally, where the 9Network (incorporating both owned and affiliated stations) stands as the No. 1 network across the country, leading all key demographics.

No. 1 network across the country,
leading all key demos

The 9Network also delivered the No. 1 program of the year, with the NRL Grand Final attracting a phenomenal Total TV audience of 4.564 million.

Our audience trajectory continues to climb, with the 9Network delivering a second successive year of audience growth across every key demographic and Total People measure.

This sustained expansion was powerfully driven by the exceptional performance of our tentpole programs, including Married at First Sight, The Block, Tipping Point and the reliability of our News and Current Affairs slate (9News, A Current Affair, and 60 Minutes).

A standout example of this growth is Love Island Australia, which has seen phenomenal year-on-year uplift, recording an 80% increase in Total TV audience and a staggering 104% growth in BVOD consumption.

Crucially, this audience expansion has been shared across all commercial free-to-air networks, underscoring the enduring strength and success of Free-To-Air Television in the modern media landscape.

We’re also proud to be the home of the two highest rating new programs in 2025 - The Floor and The Golden Bachelor.

Furthermore, 9Now reaffirms its leadership as the nation's premier Commercial Free-To-Air (CFTA) BVOD platform, dominating the year with all key demographics and Total People. In 2025, 9Now reached more Australians than any other commercial free-to-air BVOD platform. Each month, an average of 5.4 million Australians tuned into 9Now - an 11.1% increase compared to 2024.

Broadcast Television – Network commercial shares 6pm to midnight - 2025 calendar year (Jan 1 - Nov 26)

	Network	Network	Network
25-54	44.5%	33.3%	22.2%
16-39	47.4%	31.8%	20.8%
GS+CH	42.1%	38.6%	19.4%
Total People	42.1%	38.5%	19.4%

Broadcast Video on Demand commercial shares - 2025 calendar year (Jan 1 - Nov 26)

	Network	Network	Network
25-54	45.0%	39.6%	15.4%
16-39	48.3%	37.4%	14.3%
GS+CH	43.0%	41.0%	16.0%
Total People	43.3%	41.1%	15.6%

Nine is home to the biggest shows
in Australia

No. 1 reality television series - Married at First Sight
No. 2 reality television series - The Block
No. 1 light entertainment series - The Floor
No. 1 metro news bulletin - 9News
No. 1 daily current affairs program - A Current Affair
No. 1 weekly commercial free-to-air current affairs program - 60 Minutes
No. 1 afternoon game show - Tipping Point Australia

Source: TVMAP VOZ Analyser, VOZ Data 5.9 © OzTAM Pty Limited [2023], NATIONAL, Nine Content, 01/01/2025 - 22/11/2025 v STLY, 0200-2559 Average Audience, Total TV, Consolidated 28; TVMAP VOZ Program Analyser, VOZ Data 5.9 © OzTAM Pty Limited [2023], NATIONAL, Nine Content, Seven Content, 10 Content, SBS Content, ABC Content, 01/01/2025 - 22/11/2025, Average Audience, Total People, Total TV, Consolidated 28; Metro 5 city (excl Spill) 9News & Seven News M-F, 01/01/2025 -22/11/2025 v 1/01/2024 - 23/11/2024, overnight.

Hamish Turner, Executive Director of 9Network and 9Now, said:

“We are immensely pleased that Nine has consistently presented Australia’s most essential and culturally resonant content throughout 2025. In an age of disinformation and information overload, the trust and credibility of our News and Current Affairs programming is the vital currency Australians rely on, night after night."

“The unwavering strength of our offering across News, Sport, and Entertainment is the bedrock of our success. Highlighting our unparalleled reach, the NRL Grand Final stood out as the year’s most-watched program, uniting the nation and achieving a staggering Total TV audience of 4.564 million. This key achievement, mirrored across our schedule, proves our capacity to deliver massive, multi-platform moments that resonate deeply with Australian viewers.”

Matt James, Nine’s Chief Sales Officer, said:

“Our strategy is built around carefully curating, producing and distributing premium content to maximise engagement across every screen, guaranteeing viewers effortless access to our content wherever it is consumed. Brands and advertisers want to be part of big cultural moments - and we deliver that from January through to December. As 9Now plays an increasingly important role in the mix for our advertising partners, Nine's core pillars of news, sport and entertainment is delivering a highly engaged audience with proven effectiveness for brands.”

Nine’s highest rating program of the year, and the highest rating program on Australian television, was the 2025 NRL Grand Final which recorded a Total TV audience of 4.564 million. It also ranks as the highest rating NRL Grand Final of all time. It secured a streaming audience of 1.377 million on 9Now, making it the highest rating BVOD event in VOZ history.

Our next highest rating program of the year was Game 3 of the 2025 State of Origin Series, which recorded a Total TV audience of 3.963 million (including 1.004 million on 9Now). Game 1 (Total TV audience of 3.798 million) and Game 2 (Total TV audience of 3.782 million) were the network’s third and fourth highest rating programs of the year. This year’s State of Origin Series recorded an average Total TV audience of 3.846 million and enjoyed year-on-year growth of 23% in BVOD and 13% in Total TV.

The 2025 Women’s State of Origin series recorded a Total TV audience of 1.028 million across the three matches, including 188,000 on 9Now (up 10% year-on-year).

The Australian Open Men’s Final recorded a Total TV average audience of 2.068 million, with a BVOD Audience of 384,000 (up 15% year-on-year).

The Australian Open Women’s Final secured a Total TV average audience of 1.539 million (up 16% year-on-year), with a BVOD Audience of 242,000 (up 44% year-on-year).

The Block - Grand Final is the highest rating non-sports program of the year and recorded a Total TV audience of 2.69 million.

In its 21st season, The Block achieved a Total TV average audience of 1.675 million per episode. An average of 45,000 viewers watched each episode on 9Now. This year’s series of The Block recorded year-on-year growth of 36% in BVOD and 15% in Total TV.

Married at First Sight continues to be the highest rating entertainment show of the year, achieving a Total TV average audience of 2.58 million per episode. An average of 1.042 million viewers watched each episode on 9Now. This year’s series of MAFS recorded year-on-year growth of 30% in BVOD and 17% in Total TV.

The Floor was the highest rating new format launch of the year. It achieved a Total TV average audience of 1.368 million per episode, including a BVOD Audience of 210,000 on 9Now.

Tipping Point Australia dominates as Australia’s No. 1 afternoon game show, recording a Total TV Audience of 753,000 - up 16% year-on-year. The program has secured a daily BVOD Audience of 79,000 - up 67% year-on-year.

Lego Masters achieved a Total TV average audience of 1.095 million per episode - up 2% year-on-year. An average of 182,000 viewers watched each episode on 9Now - up 12% year-on-year.

Travel Guides achieved a Total TV average audience of 1.401 million per episode. An average of 225,000 viewers watched each episode on 9Now - up 6.3% year-on-year.

Love Island Australia is once again a smash hit, averaging 734,000 viewers per episode, of which 576,000 are exclusively on 9Now - up 104% year-on-year. The program consistently ranks as Australia’s No. 1 program with People 16-39.

9News is the No. 1 news bulletin across the 5 City Metro. 9News (M-F) recorded a Total TV Audience of 1.263 million - up 11% year-on-year. Each night, an average of 130,000 viewers stream 9News via 9Now - up 48% year-on-year.

A Current Affair is Australia’s No. 1 daily current affairs program with a Total TV Audience of 1.027 million viewers each night - up 7% year-on-year.

60 Minutes is Australia’s No. 1 weekly commercial free-to-air current affairs program with a Total TV Audience of 873,000 each week - up 10% year-on-year.

Source: OzTAM © 2025, TVMAP VOZ Program Analyser, VOZ Data 5.0 © OzTAM Pty Limited [2025], 01/01/2025-25/11/2025 V STLY, National (Incl Spill), Nine Content, Avg Aud (000s), Total People, Total TV, Broadcast TV, BVOD, Con 28 as at 26/11/2025, Women's AO Final excludes Gem coverage, Tipping Point Aus is calculated average, Love Island Aus YoY % based on overnight

For more information

Adrian Motte
Senior Communications Manager
amotte@nine.com.au

Contact us for more information on how your brand can leverage the power of premium content on Nine to deliver real business outcomes.

What 20 Years in Media Taught Me About Surviving Constant Change – Insights from Julia Edwards

What 20 Years in Media Taught Me About Surviving Constant Change

Julia Edwards
Director of Programmatic Sales

What 20 Years in Media Taught Me About Surviving Constant Change

Julia Edwards
Director of Programmatic Sales

Two decades in the media industry feels like a monumental journey, yet still a fleeting moment. In my career I have witnessed a profound transformation from an analog-adjacent world to the instantaneous, digital, and global landscape of today.

As a bridge between the Baby Boomer and the digital-native generations, my experience began at a time when print and TV was gold. When I started in digital media in 2005 at The Guardian in London, digital was a small add-on fee for print ads.

What a contrast that is to Nine now, where our digital assets across the SMH, AFR, 9Now, Stan and HBO Max are the premium crown jewels our business is built around and our future product maps are focused on protecting.

As the Director of Programmatic Sales, my key focus is on developing automated buying solutions. These solutions enable advertisers to access our premium assets using some of the most sophisticated digital and data capabilities available worldwide.

To ensure that I could keep up with the rapid digital evolution of our industry across these two decades and be successful in my various roles, I have had to understand these core lessons.

Learn to Read a Board Report and Know the Basics of EBITDA. For those entering the industry, my first essential lesson is about due diligence and financial literacy. Being able to “follow the money” by reviewing a company’s board reports will help you discern a legitimate business from one that is smoke and mirrors. This knowledge is crucial for job hunting and also for understanding the focus and investment priorities of your current business.
_
Always Keep Learning and Asking Questions. The media industry is in a state of perpetual transformation, driven by technological innovation, shifting consumer habits, and evolving business models. To remain relevant and effective, you must adopt a mindset of continuous learning. This means actively seeking out knowledge about new platforms, data analytics techniques, emerging content formats, and the economic forces that shape the industry. Just as crucial as learning is the habit of asking profound, challenging questions. Don’t simply accept the status quo or rely on outdated assumptions. Ask why a particular strategy is working (or failing), how new technology can genuinely serve the audience or your client, and what enduring human truths underpin the latest viral trend. A willingness to question – your own methods, your team’s approach, and the prevailing wisdom of the market – fosters true innovation and ensures that your career does not stagnate alongside yesterday’s headlines.
_
There is Never One Way to Do Things. The media landscape, like any complex professional environment, is rarely governed by a single, optimal solution. A foundational truth I have learned is that rigid adherence to a this-is-how-we-do-it philosophy is the quickest path to stagnation. True innovation and successful problem-solving stem from a deep appreciation for diverse perspectives. Making sure you actively try to understand everyone’s point of view and seeing issues from all sides is not merely a soft skill, it is a critical strategy for achieving superior outcomes.
_
Technology Moves Fast – Keep Up with the Overall Trend. While it is impossible and unrealistic to expect yourself to be a deep, technical expert in every single emerging technology, you must strive for a comprehensive awareness of the major shifts. Seek out and listen to a wide range of experts on all trends relevant to your industry, whether those are developments in AI and machine learning, changes in content distribution models (from streaming to micro-platforms), new approaches to data analytics and audience measurement, or foundational shifts in infrastructure like cloud computing. The goal is not to master the code, but to understand the strategic implication: How will this technology change how we create, distribute, and monetise content?
_
The Value of Disconnecting. While the internet was initially imagined as a space for positive connection, growth and learning, it can often feel overwhelming, excessively fast and distracting: a source of what some call “brain rot” that encourages time-wasting. Genuine digital innovation and solutions won’t emerge from constant engagement with technology. Taking time away is essential; this distance allows for broader, clearer thinking, enabling you to return with fresh perspectives to develop effective digital solutions.

The single most profound lesson I have absorbed from years in a dynamic industry is this: Nothing ever stays the same. This is not a cliché. It is the fundamental, immutable law governing innovation, career progression, and life itself.

Your perspective will change, shaped by new experiences, new mentors, and new failures. The rigid beliefs you hold today will soften or be entirely replaced by more nuanced understandings tomorrow. The technology you use will change at a dizzying pace. WAP sites for me in 2007 meant a very different thing to WAP today. The tools, platforms, programming languages, and interfaces that define your workflow today are destined to become legacy systems. Furthermore, your team will change. Colleagues will move on, organisational structures will be reformed, and new talent will be introduced, bringing with them fresh ideas and different ways of operating.

You must actively find ways to embrace this change. This means cultivating a growth mindset, building resilience against temporary setbacks, and viewing every disruption not as a threat, but as an opportunity for reinvention.

Explore the Nine Advantage today

Looking for more efficient, effective and transparent ways to grow your business? Enquire today.

Consumer Pulse November 2025

WHAT'S HOT AND WHAT'S NOT

November 2025

The national mood is recovering, with net positive emotions rising and net negative emotions slightly falling. Nine's audience is split evenly between active users and those who are aware of AI but have never used it, with most active engagement focused on personal tasks: All are fuelling opinions and conversations this month.

Male black employee focusing on AI virtual assistant usage on monitor, solving problem solving tasks with futuristic tech and machine learning. Communication and IT support.

31 October - 3 November, 2025

Inside this month’s Consumer Pulse dip

Mood of the Nation >

Mature man uses a phone while sitting on a cozy sidewalk cafe in summer

CONVERSATION STARTERS >

Mood of the Nation

The national mood

The national mood is recovering from the October downturn, with net positive emotions rising and net negative emotions slightly falling.

This shift has significantly narrowed the gap. While negative emotions still outweigh positive ones, the trend is one of stabilisation and movement toward emotional balance.

NOTE: For the best viewing experience on mobile, please view landscape.

Dominant mood indicators

The top 10 dominant moods are a mix of positive and negative emotions. The top 4 feelings are positive, with being relaxed, calm, optimistic and hopeful topping the list this month. Feeling frustrated and anxious are the 5th and 6th positions.

Overall, this pattern confirms the national mindset is stabilising with a positive tilt, demonstrating control despite the continuing high prevalence of challenging emotions.

NOTE: For the best viewing experience on mobile, please view landscape.

Conversation Starters

NATIONAL MOOD BREAKDOWN

of the 65+ age group feel calm and relaxed

Among Nine’s audience, the 65+ age group displays the highest composure mood

Among Nine’s audience, the 65+ age group displays the highest composure mood, with 35% being calm and relaxed, while the 35-44 age group is the most stressed, with 35% reporting anxiety.

The male audience shows a contradictory state, characterised by higher calm/relaxed feelings (29%) alongside high frustration (29%) compared to females.

Conversely, the female audience reports lower overall frustrations (18%) but is slightly less relaxed (25%) compared to males.

Using technoplogy to have a more practical life

BRAND CONSIDERATION

If your core value proposition is simplification, use that ease to stabilise consumer emotion. Position the product as the reliable relief from daily stress and anxiety.

AI Usage Frequencies

are active users of AI applications

Even split between active users and those who are aware of AI but have never used it

Among Nine’s audience, 41% are active users for AI applications such as OpenAI or ChatGPT, reporting a usage frequency from daily to monthly, with the majority using it multiple times per week. This figure is matched by the 40% who have heard of these applications but have never used them.

Among active users, the under-45 age group are the most frequent, with 22% using these applications multiple times per week. The largest segments of non-users who are already aware of AI are the Female audience (45%) and the over-45 age group (42%).

BRAND CONSIDERATION

For brands who include AI, target the aware non-user. Prioritise simple and personal benefits to unlock adoption among over-45 and female audiences.

London, UK - 05 03 2025: Apple iPhone screen with Artificial Intelligence icons internet AI app application ChatGPT, DeepSeek, Gemini, Copilot, Grok, Claude, etc.

AI Usage by Task Type

of those who use AI are primarily using its application for personal tasks

Most active engagement for AI is focused on personal tasks

Among Nine’s audience who use AI, 44% are primarily using its applications for personal tasks, while 23% are using it solely for work-related tasks and 33% are using it for both.

Personal use is heavily favoured by the 65+ age group (77%). Across all audiences, personal use is also higher among females (49%) than males (40%).

Combined personal and work usage is led by the 45-54 age group (40%), driven largely by males in this cohort, who report a 40% combined usage rate compared to 25% for females.

BRAND CONSIDERATION

Embed AI as a proactive "pocket advisor" in your existing apps. Focus on simple, personalised support for daily tasks to build loyalty among users.

Hand touching virtual customer service icon on laptop screen, representing 24/7 online support, live chat assistance, call center technology, helpdesk systems, and digital client communication.

October Data

Explore Hub

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The Unmissable Moment: How Purpose and Performance Unite a Nation

Lydia Lassila,
Winter Olympics Expert Commentator, Milano Cortina 2026

Australian freestyle skier Lydia Lassila knows exactly what goes into an Olympic gold medal performance - years of sacrifice, training, and sheer dedication. Our Aussie Olympic and Paralympic athletes don’t just compete, they create a powerful, unifying experience for the entire nation.

With the Milano Cortina 2026 Winter Olympic and Paralympic Games taking place in a European time zone, Nine’s digital-first approach means fans can curate their own Olympic experience. Every athlete story is ready for them, on their terms.

Tap into the storytelling and national mood of inspiration and pride at Milano Cortina 2026.

Milano Cortina Winter Olympic & Paralympic Games Hub >

Looking to put your brand at the heart of the Winter Olympic and Paralympic Games on Nine? We'd love to hear from you.

Nine Ad Manager Puts Local Advertisers in Primetime – Insights from Todd Fisher

Nine Ad Manager Puts Local Advertisers in Primetime

Todd Fisher
Director

Nine Ad Manager Puts Local Advertisers in Primetime

Todd Fisher
Director

The rise of self-service platforms is one of the most significant shifts in media buying in recent years. It's a fundamental change that moves beyond simply automating a transaction; it's about radically democratising premium TV advertising. No platform exemplifies this disruption better than Nine Ad Manager, which is removing the barriers of television advertising and welcoming thousands of businesses of all sizes.

For years, the power of premium video, the kind of advertising that drives a brand to household name status, was reserved almost exclusively for the biggest players. It was a market defined by high costs, long lead times, and complex negotiations. In the modern, fractured media landscape, where attention is a scarce commodity, SMBs really only had access to Social and Search platforms which have become highly cluttered and expensive. While effective for lower funnel activity, these channels often lack the instant credibility and mass market impact of television.

Nine Ad Manager changes that equation entirely. It’s an easy-to-use digital solution that allows any size business access to TV advertising. By leveraging the technology of self-service, Nine has unlocked its most valuable, high-impact inventory on 9Now. Nine Ad Manager gives any business access to Australia’s most watched premium content, from The Block to Married at First Sight and the biggest sporting content in Australia from the State of Origin, NRL and The Olympic games.

The most powerful advantage this platform offers is credibility by association. When a local business’s advertisement appears within the same ad break as a national bank or a major retailer, it instantly borrows that same level of professionalism and trustworthiness. In the minds of the viewer, the small bakery or the local real estate agent has been elevated. This halo effect or as we call it when “small goes big” is a massive, intangible asset that has been historically inaccessible to those with modest budgets. Coupled with postcode targeting these businesses are able to appear on the big screen in their local area.

The financial barrier to entry has also been removed. Previously, running an ad on television required a significant upfront commitment. Nine Ad Manager has introduced a level of affordability and financial flexibility that allows a small business owner to launch a campaign with a minimal budget, with campaigns starting from $550. This cost-efficiency is a game-changer, moving premium video from a long-term aspiration to an immediate, actionable marketing channel that can be tracked with the Nine Ad Manager tracking pixel.

Ultimately, Nine Ad Manager’s success is a testament to its direct challenge to the digital giants. It provides SMBs with a brand-safe, quality environment, a crucial differentiator against the frequently unpredictable and sometimes not brand safe nature of open-web inventory. By offering a streamlined path to the biggest screen in the home, Nine Ad Manager is providing a necessary and powerful alternative for businesses that want their message to resonate above the skippable and scrollable nature of social media.

This shift isn't just a win for Nine; it’s a massive advantage now for the 2.2 million Australian SMBs who now have the tools to convert their businesses into household names. The premium media wall has fallen, and the self-service revolution is making primetime accessible to everyone.

Explore the Nine Advantage today

Looking for more efficient, effective and transparent ways to grow your business? Enquire today.

Consumer Pulse October 2025

WHAT'S HOT AND WHAT'S NOT

October 2025

The positive national mood of September was short-lived as Australia's national mood shifted back to a negative mindset in October. Despite this, Australians continue to prioritise health, life enjoyment, and family security. Nine's audience remains highly engaged with media, regularly listening to podcasts, especially News and Politics content which they want more of. They are also showing a strong openness to paying for new media subscriptions: All are fuelling opinions and conversations this month.

Father giving young daughter an airplane ride in living room

3-6 October, 2025

Inside this month’s Consumer Pulse dip

Medium shot of thoughtful senior woman with hand behind neck sitting in dining room while having glass of water

Mood of the Nation >

High angle shot of fitness young Asian sports woman relaxing after working out, lying on yoga mat and using her smartphone against sunlight in the morning, reusable water bottle and headphones by her side. Health, fitness and wellness concept

CONVERSATION STARTERS >

Mood of the Nation

The national mood

The positive national mood of September was short-lived, as October 2025 has seen a downturn. Anxiety and frustration are on the rise again, pushing the national mindset back into a net negative state with negative emotions outweighing positives.

NOTE: For the best viewing experience on mobile, please view landscape.

Dominant mood indicators

The national mood shows a pattern of contrasts. The top emotions are positive, with people feeling relaxed and calm. However, the next most common emotions are negative, including anxiety and frustration. This mixed pattern continues, with optimism and hope followed by feelings of stress and scepticism. The top 10 concludes with a blend of feeling safe but also pessimistic.

This highlights a national mood in Australia that is a nuanced blend of positive and negative emotions, reflecting a society experiencing both significant stress and frustration, but trying to find ways to maintain a sense of calm and hope.

NOTE: For the best viewing experience on mobile, please view landscape.

Australian Values

Health, life enjoyment & family security remain top values

When it comes to what matters most, Nine's audience still places health at the top of their list. This core value, along with enjoying life and family security, has continued to lead the way over the last six months. There has been some movement in other values, with minor increases among those prioritising personal growth, seeking self-discipline, the freedom to choose their own goals, and more meaningful relationships in mature love. At the same time, the importance of more traditional ideals such as loyalty, independence and capability has dropped.

NOTE: For the best viewing experience on mobile, please view landscape.

Conversation Starters

SUBSCRIPTION GROWTH POTENTIAL

open to paying for a new media subscription

Nine audience open to paid media subscriptions presents clear growth path

There is an opportunity to capture new subscribers, with 17% of Nine's audience open to paying for a new media subscription (e.g. a streaming, music, podcast or news service) in the next 12 months. This potential is even greater among the 18-44 age group, where the likelihood increases to over 1 in 5 (21%).

Young couple resting at home, spending a relaxed weekend day together watching TV

BRAND CONSIDERATION

Brands must prioritise a seamless onboarding and cancellation experience, as any complexity can quickly damage brand reputation and increase subscriber churn.

Podcast Consumption

tune in to Podcasts at least once a month

Podcast listening is a significant and regular habit for Nine's audience

Podcast listening is a regular habit for a significant portion of Nine's audience, with over 40% tuning in at least once a month. This trend is particularly strong within the 35-44 demographic, where the proportion of monthly listeners jumps to 60%. While both genders are engaged, men are slightly more frequent listeners, with 46% listening monthly or more often, compared to 40% of women.

BRAND CONSIDERATION

Brands must shift away from short-term ad buys and strategically establish long-term podcast partnerships to consistently engage the targeted audience, thereby building brand awareness and reinforcing brand credibility over time.

Man in his 30s with beard remote working, contemplation, aspiration, new beginnings, business strategy

Podcast content preference

want to hear more about News and Politics

News, Politics, and Comedy lead audience demand for more podcast content

When it comes to the Podcast topics they listen to, Nine’s audience want to hear more about News and Politics (28%), Comedy (28%), TV and Film (23%) and True Crime (22%). A higher proportion of men want more content focused on News and Politics (31%) compared to Females (24%), while a higher proportion of women want more content focused on TV and Film (30%) compared to 17% of men.

BRAND CONSIDERATION

Advertisers should leverage the clear gender-based topic preferences to strategically allocate budgets by aligning brands - such as placing a finance brand on News and Politics content and a lifestyle brand on Entertainment and True Crime - to maximize targeted audience reach.

Senior man listening to wireless headphones and looking out window

September Data

Explore Hub

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Consumer Pulse September 2025

WHAT'S HOT AND WHAT'S NOT

September 2025

The national mood has seen an improvement in September, its highest in three years. This is most likely due to falling inflation and interest rate cuts, which have made Australian cautiously optimistic. As personal finances stabilise, people are feeling more secure, leading to a slow shift in consumer behavior. Shifting their focus towards making bigger purchases and discretionary spending on smaller luxuries are on the rise and these are all fuelling opinions and conversations this month.

Mother and daughter eating healthy take out food at home - food delivery concepts

5-8 September, 2025

Inside this month’s Consumer Pulse dip

Woman looking up, smiling next to blue back wall

Mood of the Nation >

Salesman helping the male customer to choose a new car

CONVERSATION STARTERS >

Mood of the Nation

The national mood

A significant shift has occurred in Australia's national mindset this September, back to a net positive mood, the highest in three years. Overall, positive emotions are ahead of negative emotions with Australians feeling more relaxed, calm and hopeful than they have in some time.

NOTE: For the best viewing experience on mobile, please view landscape.

Dominant mood indicators

While the top 5 moods are positive emotions, including feelings of relaxation, calmness, hope, safety and optimism, Australia's national mood is study in contrasts, with the next four focusing on the negative, including frustration, anxiety, stress and annoyance. This might suggest that while personal well-being has improved, a lingering unease about broader issues remains.

NOTE: For the best viewing experience on mobile, please view landscape.

Cost of Living

Australians cautiously optimistic

More than half (57%) of Nine’s audience are feeling financially comfortable at the moment, a significant improvement over the last six months (up 13 percentage points). Significantly fewer (29%) feel like they are “just managing”, and 14% say they are “feeling the pressure” when it comes to their personal finances, again down compared to this time six months ago, suggesting a shift with a large portion of the population moving from feeling pressure to a majority feeling more secure with their finances.

Most are still being affected by the rising cost of utilities (69%), groceries (69%) and insurance premiums (66%). Low wage growth (9%) is having less impact than this time six months ago (down 16 percentage points), with wages now on the rise.

NOTE: For the best viewing experience on mobile, please view landscape.

Conversation Starters

Personal Finances

average increase in people seeing bigger purchases, like appliances and renovations, as 'must-haves' in the last 6 months

With personal finances stabilising, consumers are slowly shifting their focus toward making bigger purchases

While over six in ten of Nine's audience are still cutting back on spending due to the rising cost of living, a subtle shift is emerging. Consumers are showing a willingness to spend more on bigger purchases. This is demonstrated by a small increase in the number of people now seeing certain items as "must-haves." This includes: larger appliances and furniture, major home redecorations or renovations, and technology Items.

BRAND CONSIDERATION

As consumer confidence returns, a key for brands is to build a cohesive, multi-platform narrative. By meeting audiences across every touchpoint of their purchase journey, you can effectively influence decisions and drive conversion.

Spending

average increase in people calling out smaller luxuries as 'must-haves' in the past 6 months

Discretionary spending on smaller luxuries is also on the rise

There have been increases in the number of people calling out smaller luxuries as "must-haves” including apparel and accessories, dining out and takeaway food. This is especially relevant to younger audiences, under-45, suggesting the relentless pressure of the cost-of-living crisis is starting to ease, allowing people to justify these purchases again.

BRAND CONSIDERATION

To tap into the positive mindset of an audience ready to reward themselves, your brands messaging should be aspirational and celebratory. This reflects the shift toward smaller luxuries after a period of cutting back.

Medium shot of smiling mother and daughters shopping for clothes in boutique at resort

Subscription Must-HAVES

consider their subscription to a news-outlet a must-have expense

Subscription to news a must-have for 1 in 3 Australians

1 in 3 consider their subscription to a news-outlet a must-have expense, as do 1 in 4 for a subscription to pay-TV or a streaming service. While a subscription to music streaming services or podcasts is more likely to be a must have for people aged 25-54. With finances stabilising, the Nine audience are more inclined to pay for content they perceive as valuable.

BRAND CONSIDERATION

By strategically placing your brand message within a trusted, subscription-based news and streaming environment, you can create a powerful brand association.

A portrait of an African American man using a digital tablet while his partner switches the television.

August Data

Explore Hub

GET IN TOUCH

Want to know more?

Contact your Nine representative directly, or fill out the form and we'll be in touch.

Tell your story in and around the content we know consumers are engaging with most

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State of the Nation with Amanda Upton

Nine Publishing

Independence | stories that matter | commercial with integrity

Amanda Upton - Client Director, Luxury & Travel

The future of travel is incredibly dynamic. While print remains core, the shift towards data-driven insights will continue to play a crucial role.

We’ve harnessed this to personalise campaigns and shape our content, as seen with the launch of the highly successful AFR Magazine's ‘Highflyer’ franchise – and there is more launching this year.

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Australia’s Home of Sport

State of the Nation with Chloe Moo

Nine Publishing

Independence | stories that matter | commercial with integrity

Chloe Moo - Client Director, Luxury

We have a clear responsibility in the Luxury space: to connect the world’s most discerning brands with Australia’s most affluent and influential audiences – through the platforms they trust, at the moments they seek meaning, indulgence, and inspiration.

Our strength lies in genuine partnership, tailored solutions that balance reach with refinement, data with editorial instinct, and brand alignment with real audience engagement. That’s the Nine Luxury difference.

Explore Nine Publishing opportunities

Say hello

Let's talk about how Nine's premium publishing ecosystem can elevate your brand's impact.

READY TO CREATE? //

Print Ad Specs

Digital Ad Specs

CONTACT //

Nine ad enquiries