Category: General

Consumer Pulse September 2026

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WHAT'S HOT AND WHAT'S NOT

September 2026

The national mood remains predominately negative, with net negative emotions seeing a slight increase since last month. Nine’s audience shows conflicting emotions with Frustrated, Anxious, Calm, Hopeful and Stressed the top feelings this month, followed by Pessimistic and Sceptical. In line with the range of conflicting emotions, Nine’s audience is feeling both cautious and optimistic, however this varies with age. 2 in 5 of Nine’s audience are feeling secure with their finances, however many are feeling the strain from rising costs with 69% wanting to cut back on spending, particularly on items that are not necessities.

Young woman carefully managing her home finances, putting coins in a piggy bank and taking notes on expenses and savings in her living room

4 September - 7 September 2026

Inside this month’s Consumer Pulse dip

Serious man thinking of his problems at home.

Mood of the Nation >

Group of middle aged multiethnic business professionals collaborating around table, reviewing documents and using laptop, top view showing teamwork and corporate meeting environment

CONVERSATION STARTERS >

Mood of the Nation

The national mood

The negative sentiment remains dominant among Australians, and has seen a slight increase month on month, while NET positive has seen a slight decrease. While the past few months had seen the emotional gap between negative and positive sentiment start to close, this change reflects a shift back towards a feeling of instability and uncertainty among Australians. 

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

Dominant mood indicators

In line with the change in NET negative, the sentiments list has shifted back to being slightly more negative with the top 2 emotions being frustrated and anxious. The remaining top 5 emotions show contrasting feelings, with calm, hopeful and stressed ranked 3rd, 4th and 5th respectively. The final top 10 emotions continue this trend of paradoxical feelings with pessimistic, sceptical, optimistic, relaxed and annoyed.

The mix of both positive and negative shows Australians resilience and stress in the current political and economic landscape. However, the month on month decrease across the majority of positive emotions suggests that we may be shifting back towards a strong dominance in negative feelings, similar to the beginning of the year. 

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

NATIONAL MOOD BREAKDOWN

of the 45+ age group feel calm

While anxiety and frustration is a current staple across all ages, there is some variety across the demographics. Those 45+ show more diversity in their feelings with 1 in 4 also feeling calm, as well as more likely to feel optimistic and relaxed. Contrastingly, younger audiences show a strong dominance of negative emotions with 27% feeling overwhelmed. The top 3 emotions are consistently negative for both males and females, however while females feel anxious, stressed and frustrated, males feel frustrated, sceptical and pessimistic.

Young woman feeling overwhelmed and stressed while working intently on a laptop in a bustling office environment filled with activity

BRAND CONSIDERATION

To navigate this fragmented emotional landscape, brands should offer supportive, stress-relieving reassurance to overwhelmed younger consumers and females, while countering male scepticism with direct transparency and appealing to the grounded optimism of older demographics.

Conversation Starters

OUTLOOK ON THE YEAR AHEAD

of Nine's audience is feeling cautious about the year ahead

Caution is on the rise with consumers navigating a mix of optimism and uncertainty

44% of Nine’s audience is feeling cautious about the year ahead and in line with sentiment, optimism has seen a decrease month on month (5 percentage points), with a shift towards a mix of both optimistic and cautious. Optimism has seen a large drop among younger audiences to 24%, while those 45+ have remained stable at 19%. A cautious sentiment stems from concerns regarding the economy, their personal finances and political factors. Those feeling a mix acknowledged that their optimistic outlook is anchored to personal circumstances (friends, family, work etc.), while their caution is driven by external uncontrollable forces such as cost of living pressures and political instability. 

Audience’s top concern is rising prices for essentials like groceries, fuel and utilities, which has seen a 14 percentage point increase month on month (now at 67%). This is followed closely by increasing political polarisation, and global conflicts affecting fuel prices, and national security. In comparison to 45+, younger audiences are more concerned about high rent, rising mortgage interest rates or the ability to buy a home.

Cost of living

Australians are becoming increasingly concerned

2 in 5 of Nine’s audience are feeling financially comfortable, which is a drop from last quarter (15 percentage points) and a drop from this time last year (16 percentage points). When it comes to their personal finances 38% feel like they are “just managing” and 21% are “feeling the pressure”, with both seeing an increase from 6 months ago, suggesting that cost of living has become an increasing concern. 

The top factors affecting audiences have remained consistent with the rising cost of groceries (74%) taking the top spot, followed by rising cost of insurance premiums (68%) and rising cost of utilities (67%). The majority also feel that these concerns are going to persist for the next 3 months. 

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

QUALITY

of Nine's audience agree that they are willing to pau more for quality and a superior product

While consumers are looking at cutting back, quality is seen as essential 

This quarter has seen a 7 percentage point increase in those who are planning to cut back on spending (now at 69%) reinforcing that concerns over cost of living pressures have continued to increase. Consumers have already started reducing their spending on non-essential items, particularly dining out and apparel. However, spending on essentials such as the internet, insurance products, petrol and utilities will not change for over 50%.

But, while cost of living has influenced how the majority of consumers spend their money, 79% agree that they are willing to pay more for quality and a superior product, highlighting that even with economic pressure value is more of a priority over low prices.

BRAND CONSIDERATION

Brands should pivot away from competing solely on low prices and instead emphasize superior product quality and long-term value to win over discerning consumers.

Woman checking her monthly expenses and statements at home

COST OF LIVING

of those under 45 rank education and furniture as "must haves"

Cost of living is having a widespread effect and reshaping spending habits  

Reduction on spending is consistent across ages highlighting that cost of living is having a widespread impact. However, older audiences show a lower willingness to be savvy by switching to cheaper products. While, younger audiences over-index in already having reduced spending on international or domestic holidays. However, the different life stages of Nine’s audience drives their different priorities, with 1 in 4 of those under 45 ranking education and furniture as a “must haves”.

Additionally, females show a higher concern over spending with 74% cutting back in comparison to 64% of males. In terms of cost cutting, females have reduced their spending on apparel while males are focused on investments and luxury items. Despite these differences in spending, all agree that quality of a product is important and are willing to spend more for it. 

Happy Latin American man shopping at a clothing store with the help of a retail clerk and receiving a bag

BRAND CONSIDERATION

As cost-of-living pressures prompt demographic-specific spending cutbacks, brands should tailor their value propositions to distinct life-stage priorities while consistently emphasizing product quality to justify price points across all audiences.

QUALITY

of Nine's audience view music or TV subscriptions as high value entertainment staples

Subscriptions value varies by age with news a must for older audiences and males, while entertainment drives younger engagement  

25% of older audiences and 27% of males perceive a news subscription as a “must have”, highlighting that quality journalism remains a key staple and retains its value among these high interest demographics. Even though some younger audiences have already cut back their spending on subscription services, nearly 1 in 3 view music or TV subscriptions as high value entertainment staples that they won’t relinquish.

BRAND CONSIDERATION

As consumers prioritize non-negotiable media habits, brands should align their channel strategies accordingly by leveraging trusted news environments to reach older male demographics while utilizing essential entertainment platforms to connect with younger audiences.

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August 2026 Data
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Consumer Pulse August 2026

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WHAT'S HOT AND WHAT'S NOT

August 2026

While the national mood remains predominately negative, net negative emotions have seen a dip while net positive emotions have increased. Anxious, Calm, Relaxed, Frustrated and Stressed are the top feelings this month, followed by Hopeful and Safe. In line with the range of conflicting emotions, Nine’s audience is feeling both cautious and optimistic, however this varies with age. Nine’s audience is showing slightly more caution around spending, however 73% are still considering a major purchase in the coming year, with health-related purchases, domestic holidays and apparel the priority. Audience’s cautious spending is reflected in the increase of those paying for an ad-supported streaming service tier. However, Father’s Day still sees spending on gifts as well as meals either at home or out at a restaurant.

Little girl greeting her arabic dad with Fathers Day, holding gift behing back. Female child making surpsise to daddy at home, hiding present box, congratulating with holiday, selective focus

7 August - 10 August, 2026

Inside this month’s Consumer Pulse dip

Young happy relaxed Latin woman enjoying quiet moments at home with cup of tea or coffee, smiling female holding mug with hot drink resting on sofa in living room and dreaming, relaxing of everything

Mood of the Nation >

Five business professionals sitting around table in modern office discussing with digital devices

CONVERSATION STARTERS >

Mood of the Nation

The national mood

The national mood continues to be dominated by a negative sentiment, however NET negative has seen a slight decrease from last month, while, the NET positive sentiment has continued to increase. This change reflects a stabilisation in the global unrest as well as Australians becoming more accustomed with the current state of the world.

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

Dominant mood indicators

Departing from the negative sentiment dominance of the past few months, the list of emotions shows a variety of both positive and negative, with anxious, calm and relaxed the top 3 emotions. The paradoxical emotions experienced by Australians is maintained for the remainder of the list with frustrated, stressed and hopeful ranked 4th, 5th and 6th. Safe, annoyed, pessimistic and connected follow to complete the top 10 emotions.

This dichotomy in emotions reinforces how consumers have adapted to the current landscape and while they recognise the stresses, they also show resilience. 

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

NATIONAL MOOD BREAKDOWN

of the under 45 age group feel safe and connected

While emotional variety is present across all segments, the top emotions differ notably across demographics, particularly age groups. This month, 1 in 2 of those under 45 feel safe and connected, which is higher than older audiences. For those over 45, anxious and calm rank as the top emotions, with the third ranked emotion of pessimism higher for this group in comparison to younger Australians. There are some variations in sentiment across gender, with females' top emotion being anxious, while males primarily feel frustrated. Females are also more likely to feel overwhelmed, with it ranking 7th and significantly higher than males. 

Side view young woman looking away at window sitting on couch at home. Frustrated confused female feels unhappy problem in personal life quarrel break up with boyfriend or unexpected pregnancy concept

BRAND CONSIDERATION

To effectively navigate these contrasting emotional profiles, brands should tap into the strong sense of connection among younger audiences while delivering reassuring, low-pressure messaging for anxious female and older consumers, alongside direct, friction-free solutions to alleviate male frustration.

Conversation Starters

OUTLOOK ON THE YEAR AHEAD

of Nine's audience are concerned by increased political polarisation

Financial and personal security drives optimism however global instability contributes to caution 

Nine’s audience is still feeling predominantly cautious about the year ahead, however optimism has seen a slight increase (4 percentage points). Optimism has particularly seen an upward trend among younger audiences, while contrastingly those over 45 have seen a shift towards a more cautious outlook (8 percentage point increase). This indicates a divergence in consumer sentiment driven by life stage, with younger audiences feeling hopeful, while older audiences remain careful. Optimism is centered on personal factors with this outlook stemming from financial security, strong relationships with family and friends, and an inherently positive disposition.

Concerns remain due to global and economic instability. Across all age groups, Nine’s audience are particularly concerned by increased political polarisation, which has seen a 10 percentage point increase from last month (now at 76%). Other concerns include global conflicts affecting fuel prices, and national security (63%), as well as rising prices for essentials, however this has dropped by 9 percentage points month on month. For those over 45 and females, global conflicts are a more significant concern. Additionally, males are feeling more secure in their jobs in comparison to last month, with concerns about loss of employment dropping 7 percentage points.

Mid adult Japanese businesswoman female sitting in the modern office and looking at the paper document, tax report and pie charts

BRAND CONSIDERATION

To navigate this life-stage divide, brands should leverage younger audiences' personal optimism with hopeful, connection-led messaging while offering reassuring stability and unifying experiences for older consumers facing macro uncertainties.

Purchase Consideration

Consumers spending is shifting towards health and property.

Across all of Nine’s audience, there is caution around spending with a 10 percentage point increase from last year in those not considering any major purchase, however despite this, 73% are still considering at least one big-ticket item. The top purchase being considered is health related (23%), which is driven by older Australians, followed by a domestic holiday (20%) and apparel (19%). This suggests that health and well-being are priority areas for consumers this month.

Compared to this time last year, Nine’s audience is also placing a higher priority on home and lifestyle, with increased consideration for home improvements and property investments, suggesting consumers are looking to take advantage of the current property market trends. Those under 45 in particular are looking to break into the property market. The caution around spending is seen in the 14 percentage point decrease in those considering an international holiday, however this is lower among males. In addition, males show high consideration in investments.

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

STREAMING

of Nine's audience consider an ad-supported subscription to save money on entertainment

Consumers are focused on value driven viewing, with an increase in ad-supported streaming

Among Nine's audience, 3 in 4 subscribe to at least one paid streaming service. Ad-supported streaming subscriptions have risen 12 percentage points from this time last year to 55%, with particularly high uptake for those over 45. This suggests that consumers are becoming increasingly comfortable managing costs of content through ad exposure.

Those who subscribe or are considering an ad-supported subscription cited the primary motivations saving money on entertainment (37%) and combating subscription price rises (34%). The primary reason for subscribing and consideration varies slightly for younger audiences, with 44% saying they are trying to get more value due to rising cost of living pressures (44%). Ad-support subscriptions as a way to trial a new service (40%) is the secondary reason among this group. 

BRAND CONSIDERATION

As consumers increasingly embrace ad-supported streaming to offset rising living costs, brands should capitalise on these high-uptake environments by delivering value-focused messaging to cost-conscious older viewers and low-barrier entry points for trial-seeking younger audiences.

Back view of happy parents talking to their kids while watching TV on sofa in the living room.

FATHER'S DAY

of Nine's audience find it difficult to buy a Father's Day gift.

Father’s Day celebrations include gifts and meals, however consumers are utilising online gift inspiration

1 in 2 celebrate father’s day for a variety of relatives, partners and friends. Celebrations include buying gifts (40%), as well as having a meal together either home cooked (36%) or at a restaurant (30%). When looking for gifts some are well organised, starting to think about it a month before (35%), however others prefer to leave it closer to the day, beginning to look a week before (32%). However, finding the perfect gift can be difficult with 44% finding it hard to buy Father’s Day gifts. As a result when buying for their Father figure or partner, 36% - 41% look for some inspiration on the internet, particularly younger audiences.

Son and his father on the father's day

BRAND CONSIDERATION

To alleviate gift-buying friction across broad Father's Day celebrations, brands should target both early planners and last-minute shoppers with easily discoverable online inspiration, curated gift guides, and shared dining experiences.

July 2026 Data
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9Amplify

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Winning all screens

We are living in an era where the way people consume media is constantly shifting, but two things remain constant: the power of trust and the dominance of the 'second screen.' 9Amplify isn't just about social media; it’s how we bridge the gap between national scale and digital influence to create a '2-Screen Triumph' for your brand.

Hear from Caitlyn Brukarz, Director of 9Amplify, and Calleb Macleod, Head of Content Marketing, on how to tap into Australia's biggest reality TV fan bases by integrating directly with show handles and talent for maximum multi-screen engagement.

We don't just post. We amplify

9Amplify offers an all-access pass to influence, unlocking exclusive integration directly into our most influential social feeds. Move your brand beyond a single platform and into the heart of the national conversation.

THE ORIGINAL CREATORS
THE ALGORITHM GAP
CONNECTING THE JOURNEY
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Unlock the power of 9Amplify for your brand

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Big ideas, for even bigger results

Take a look at recent brands who have integrated social to drive exceptional results.

Big ideas start here
Love Island Australia x Subway

Love Island Australia x Subway

Learn how Gen Z are all about unfiltered entertainment and real, honest food, but there was a hunger gap with Love Island Australia – a potential audience of youth QSR consumers who were not considering Subway. To bridge this gap, Subway didn’t become a Love Island Australia sponsor, they became an Islander.

The result?  

+8% uplift in “would only consider Subway”

15% increase in Unprompted Awareness
(typically seen in 5th-year sponsors, achieved in a single season)

71% of viewers feel more favourable toward Subway as a result of the partnership
(+35 percentage points higher than the average uplift across other entertainment formats)

5.6m Social views

Learn More

Ready to amplify your brand?

Talk to us today. 

Upcoming Publishing Features

Make an impact with Australia's best lifestyle content

Our readers are primed for indulgence – new opportunities available across Nine’s leading publishing assets

Enrich your marketing campaign with a publishing partnership with Nine.

Our readers are primed for indulgence and ready to spend. Whether it’s styling their seasonal wardrobe, planning a much-needed getaway, making home improvements, finding inspiration in arts and design or immersing themselves in the gourmet food world, there is plenty of opportunity to wrap your brand around our upcoming special issues. 

Across Good Weekend, AFR Magazine, Sunday Life, Traveller, Life & Leisure, Good Food and Fin Magazine, there is an abundance of opportunity to engage our readers with your brand message.

LIFESTYLE & DESIGN

Good Weekend //

52 Weekends Away

On Sale: Saturday 7th November

This edition covers the "mini-break" including everything from flying to a snazzy capital city hotel, to driving the country's best wine regions, to glamping in the kind of stunning, remote spots that end up on postcards.

This is always one of our most eagerly anticipated issues of the year. For our highly engaged readers, who are educated, cultured and love to explore the world around them, it can't come soon enough!

Booking Deadline: Thursday 16th October

Material Deadline: Wednesday 28th October

 

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Sunday Life //

Europe Special

On Sale: Sunday 18th October

Who can resist the allure of Europe - the brio of Italy, the chic of France, the lazy allure of the Greek islands. It's little wonder so many of us are flocking back to revel in the joys of the Continent. So, don’t miss Sunday Life’s annual special edition where we revel in all things European.

From fashion inspired by the world’s most stylish cities and the latest beauty treatments to homestyle, food and travel aspirations, our editorial experts will whisk our readers into a world of international sophistication and adventure.

Booking Deadline: Thursday 24th September

Material Deadline: Thursday 8th October

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AFR Magazine //

Young Rich

On Sale: Friday 30th October

For two decades, the Australian Financial Review Young Rich List has chronicled the rise of next generation entrepreneurs. It is the definitive record of Australia's wealthiest people aged 40 and under, and all of them are self-made multi-millionaires, along with more than a few billionaires. 

Booking Deadline: Wednesday 16th September

Material Deadline: Wednesday 30th September

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TRAVEL

LIFE & LEISURE //

Travel: Luxury Cruise

On Sale: Friday 16th & Saturday 17th October

Life & Leisure's Luxury Cruise gloss special issue returns this October in time for Luxury Cruise week! As one of the most anticipated travel editions of the year, this special issue reaches an exclusive audience of affluent, travel-hungry AFR readers looking for their next dream-achieving escape.

Booking Deadline: Thursday 17th September

Material Deadline: Friday 25th September

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TRAVELLER //

What To Do In 2027

On Sale: Sunday 29th November

What’s next in travel? Our annual forecast looks beyond the obvious destination hot spots to predict the people, places, hotels, journeys, travel habits, technologies, experiences and ideas that will shape the year ahead.

Drawing on the knowledge of Traveller’s network of writers, experts and insiders, it is part trend report, part crystal ball and part useful travel guide for serious travellers who want more than the basics - from the destinations about to breakthrough to the new ways we’ll fly, stay, eat, explore and holiday. ​​

Booking Deadline: Wednesday 4th November

Material Deadline: Wednesday 11th November

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DIGITAL

Sunday Life & Good Weekend //

Collections

Collections invites our users to engage in an immersive and enhanced relaxing magazine experience, digitally. Collections at Nine Publishing is a hand-selected curation of content pieces into a series with the ability to integrate client brands into a contextually relevant environment. Brands have the opportunity to own this new lean-in digital 'Collection' experience and align to the premium brands of Publishing at Nine​.

Contact your Nine representative for more information. 

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Breaking the Digital Ceiling: Why Streaming TV is the High-Growth Engine Online Retailers Are Missing 

Opinion

Breaking the Digital Ceiling: Why Streaming TV is the High-Growth Engine Online Retailers Are Missing 

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Todd Fisher

Director, Nine Ad Manager

27th July, 2026

At the Online Retailer Conference in Sydney, Todd Fisher, Director of Nine Ad Manager, tackled a problem almost every e-commerce brand hits eventually: the digital ceiling. As performance marketing costs continue to climb, customer acquisition gets tougher. Todd broke down how forward-thinking brands are breaking through that growth wall by combining Connected TV (CTV) with self-serve digital speed.

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Pictured: Todd Fisher at the Online Retailer Conference in Sydney

The Stagnation Trap: Are You Just Harvesting Intent?

If your marketing targets go up every year but your sales growth has flattened, you’re not alone. Most online retailers fall into the same trap: spending 100% of their budget on Search and Social.

"Search costs spike as you hit the ceiling of available ready-to-buy users," Fisher explained. "When you only hunt for existing demand, you end up fighting over the exact same limited pool of intent."

That pure "harvesting" strategy eventually runs out of road. To keep growing, brands need to balance Planting with Harvesting. CTV acts as the top-of-funnel engine, planting trust and brand familiarity at scale on the big screen so you can constantly feed fresh, high-intent audiences down into your performance channels.

The 9Now Advantage: Co-Viewing, Scale, and Trust

TV has always had an unmatched emotional impact, but streaming brings digital precision into the mix. Todd pointed to three massive advantages 9Now brings to growing retailers:

  1. Doubling Sales Impact: Brands integrating BVOD into their mix achieve twice the sales ROI compared to pairing TV with social video alone. Unlike muted, fast-scrolled social feeds, CTV delivers non-skippable, full-screen engagement. Fisher pointed to the power of co-viewing – having families and friends gathered around the main household screen for live cultural moments like Married at First Sight or the NRL, glued to the content with full attention.
  2. Massive Incremental Reach: 9Now reaches over 5.3 million Australians monthly, offering a 19% incremental reach beyond traditional linear TV. It captures the growing demographic of streaming-first viewers.
  3. Unmatched Credibility: Television remains Australia’s most trusted advertising medium (49%). Appearing on the big screen instantly elevates perceived reliability, lifting brands above crowded, unmoderated social feeds.

Visualising the CTV Halo Effect: The 72-Hour Consumer Journey

"The path to purchase can be messy and complicated," Fisher said. "What we find with advertisers using Nine Ad Manager is that a lot of branded search will increase, and your retargeting pools will increase across social."

To demonstrate how streaming TV supercharges performance channels, he walked the audience through a typical 72-hour consumer journey:

Day 1: The Initial Spark. A user watches The Block on the big screen via 9Now. Your brand seed is planted with full, unfragmented attention in a premium, highly trusted environment.

Day 2: Trusted Recall. The next day, the same user sees your ad on Instagram. By seeing the brand on TV, it built instant creditability. They recognise it, pause, and engage rather than skipping past.

Day 3: Branded Intent. Ready to purchase, the user goes to Google. Instead of typing in a generic, highly competitive category term, they search for your brand specifically, lowering your acquisition costs and securing the sale.

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Take Control of Growth with Nine Ad Manager

Historically, TV advertising felt out of reach for growing e-commerce brands due to massive budget requirements, complex agency buying and costly production. Nine Ad Manager eliminates those barriers, giving businesses direct, self-serve access to Australia’s No.1 network and most loved shows.

Fisher highlighted four core features of the platform:

  1. Hyper-Targeted Data: Because 9Now viewers are logged in, brands can target using rich first-party data (postcode, age, gender, and masthead reading habits across Nine news sites) combined with third-party behavioural segments such as active online shoppers, renovators, auto buyers or fashion enthusiasts.
  2. AI-Powered Creative Generator: Don't have a TV ad? The platform features an AI tool that scans your existing website, extracts visual assets, writes a custom script, generates a professional voiceover, and lets you edit colors and fonts to stay on brand in minutes. Existing social video assets can also be uploaded directly.
  3. Flexible Budgets & Tentpole Campaigns: Campaigns start at just $500 plus GST with zero lock-in contracts. Retailers have full flexibility to run ongoing monthly campaigns or execute single-day, event-driven buys around tentpole broadcasts like The Block premiere or the NRL Grand Final.
  4. Cross-Device Pixel Attribution: Nine Ad Manager provides a dedicated pixel to track on-site conversions. By matching IP addresses between the connected TV viewing the ad and secondary devices (phones/laptops) browsing the web, the dashboard gives real-time visibility into page views, add-to-carts, and direct sales generated by TV exposure.

Fisher closed by live-demoing the platform, showing how a campaign can be built, targeted and submitted for review in under five minutes, backed by a Sydney-based support team that manually reviews campaigns before launch to ensure targeting and budget efficiency.

The takeaway for online retailers is clear: any business can now advertise on streaming TV. By combining big-screen authority with self-serve flexibility, Nine Ad Manager offers a clear pathway to break through the digital ceiling and create your own demand.

Explore the Nine Advantage today(opens in new tab)

Sources: ThinkTV Australia (2023). Pay TV & BVOD Effectiveness / Sales Impact Study 2023. Metric: BVOD delivers 2x sales ROI vs. social video. Nine Entertainment (2024). Nine Audience Report 2024 (9Now Audience & Incremental Reach Data). Metric: 5.3M+ monthly audience, 19% incremental reach beyond linear TV, 36% YoY growth. PwC Australia (2023). PwC Australian Entertainment & Media Outlook / Advertising Trust Study 2023. Metric: TV/BVOD rated #1 trusted advertising medium at 49%. 

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

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Stan Entertainment: Ads Are on the Menu

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Before we serve, a taste of history

For over a decade, Stan has pioneered Australia’s Streaming Video on Demand landscape. As the country’s only locally owned and operated SVOD powerhouse, Stan is stitched directly into the fabric of our culture. We are the home of curated, premium storytelling and unmatched local relevance; from Stan Originals that global content houses simply can’t replicate to exclusive international titles, and of course, a fiercely loyal audience.

Now, we're inviting brands to the table for the very first time.
What’s on the menu? A high-impact, data-driven feast for advertisers.

Local and global content, pure satisfaction

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A Sizzling Homegrown Slate

Our secret ingredient is local storytelling that audiences love and algorithms can’t replicate. With a national footprint reaching more than 70% of Australian households paired with the country’s most affluent viewers, your brand enters an environment where half of Australian streaming viewers are proven to stay at the table longer if the content is made in, or about, Australia.

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A Brands Portion

We don’t overfill the plate. We protect the premium viewer experience with a strictly limited, light ad load, guaranteeing no more than 5 minutes per hour to maximise viewer satisfaction and brand memory retention.

International Flavours

Served from across the seas. Tap into the ultimate crowd-pleasers with the planet’s biggest shows and most-binged global library content, from Yellowstone to The Office. By capturing the high-volume, high-engagement viewing hours that dominate streaming worldwide, your brand gains unparalleled access to audiences devouring the world’s favourite stories.

The Curated Taste

Perfect for immediate satisfaction. With the launch package you can secure a guaranteed share of voice of billboards, pre and mid-roll video assets. Ad breaks are determined with a human-first approach, ensuring your brand always lands naturally within the narrative.

A Unified Feast

A single-solution transaction managed by one dedicated Nine sales team. Target, buy and optimise your campaign across the entire connected ecosystem of 9Now, Stan and HBO Max, using the powerhouse Nine User ID.

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No feast is complete without the perfect accompaniments.

9 & Stan Tribes (COMING SOON)

Your brand can target with precision by using advanced demographic, geographic postcode, or rich consumer behaviour tracking to ensure your message matches the exact taste profile of your core buyer.

Interactive Enhancements

Transform passive viewing into active response. We offer a selection of bespoke formats on launch and coming later, all designed to elevate the consumer journey: Solo Ad Breaks, Premium Slates, and Shoppable Engage Now QR Code ads.

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The Cherry on Top

Every masterful menu concludes with a dish that lingers long after the meal concludes. At Stan, the sweetest finale to your campaign is pure performance and measurable business growth.

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Check out more insights

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Hungry for outcomes?

Take advantage of immediate availability, talk to your Nine representative today.

Consumer Pulse July 2026

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WHAT'S HOT AND WHAT'S NOT

July 2026

While the national mood remains predominately negative, the net positive emotions have seen a slight increase. Frustrated, Anxious, Sceptical, Hopeful and Stressed are the top feelings this month, followed by Relaxed and Calm. In line with the range of conflicting emotions, Nine’s audience is feeling both cautious and optimistic. The majority of Nine's audience is planning on travelling in the next 12 months, with location the key deciding factor for travel destinations. The budget for domestic holidays is typically $2,000-$5,000, while for international holidays it increases to $9,000+.

Couple friends high five hands on mountain top man and woman backpackers travel together hiking in Norway, active vacations outdoor family adventure lifestyle sustainable tourism, teamwork concept

3 July - 6 July, 2026

Inside this month’s Consumer Pulse dip

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Mood of the Nation >

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Mood of the Nation

The national mood

The national mood continues to be dominated by a negative sentiment, with NET negative seeing a slight increase from last month. However, the NET positive sentiment has also increased slightly highlighting the conflicting and contrasting emotions experienced by Australians simultaneously.

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Dominant mood indicators

Consistent with the trend from the past few months, negative sentiment dominates the list, with frustrated, and anxious remaining the top 2 emotions, followed by sceptical which has seen a month on month increase. The remainder of the list includes a wide range and reinforces the paradoxical emotions Australians are currently feeling. Hopeful, stressed and relaxed complete the 4th, 5th and 6th ranking. Followed by calm, annoyed, optimistic and pessimistic to complete the top 10 emotions. The mix of both positive and negative sentiment highlights how Australians are currently navigating a complex landscape but are showing resilience and feeling hopeful despite the frustrations and stresses. 

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NATIONAL MOOD BREAKDOWN

of the under 45 age group feel overwhelmed

The top emotions see some variation by age, and while frustration is consistent across all, anxiety is more acutely felt by those under 45, with it ranked as the top emotion. Younger audiences’ top 5 emotions are dominated by a negative sentiment, and 26% feel overwhelmed compared to 17% of older Australians. Those over 45 experience more diverse emotions, feeling frustrated and sceptical along with hopefulness and relaxedness. Both females and males feel anxious, however females are also calm (24%)  and hopeful (23%), while males are frustrated (32%) and stressed (26%). 

Depressed Woman Sitting by Window

BRAND CONSIDERATION

To successfully navigate this split emotional landscape, brands must offer grounding, anxiety-reducing messaging for overwhelmed audiences while engaging more composed segments through practical solutions that address frustration and stress.

Conversation Starters

OUTLOOK ON THE YEAR AHEAD

of Nine's audience are feeling cautious

Australians are feeling cautiously optimistic 

While negative emotions still dominate, Australians are showing signs of cautious optimism about the year ahead. Caution has dropped across all demographics by 7 percentage points (now at 41%), while optimism has climbed 5 percentage points (now at 21%). This indicates a slow pivot toward a more balanced future outlook. This rising optimism is deeply personal, driven by positive feelings surrounding family, friends, and individual financial stability.  On the flip side, concerns are fueled by global instability and cost of living pressure. Australians are highly concerned in particular about inflation on essentials, global conflicts affecting fuel prices, and national security—though anxiety over global issues has actually dropped by 10 percentage points month-on-month. For those over 45, political polarisation is a major worry. However, older demographics remain far less worried about skyrocketing rent, job loss, or cutting back on lifestyle extras like holidays and dining out. This highlights their greater financial stability and insulation from current economic pressures.

Three volunteers wearing gloves and green t-shirts are walking and admiring the sunset over the river after a rewarding day of environmental cleanup

BRAND CONSIDERATION

As general sentiment shifts toward cautious optimism, brands should tap into consumers' positive personal outlooks by celebrating close-to-home connections, while continuing to offer clear value for budget-conscious buyers and premium experiences for financially insulated audiences.

TRAVEL

of Nine's audience plan to travel in the next 12 months

Despite concerns, people are still planning on travelling in the coming year

Among Nine's audience, 67% plan to travel in the next 12 months which is consistent with this time last year. While the amount planning to travel hasn’t changed year on year, the types of holidays have shifted slightly with 21% considering an international holiday (5 percentage point decrease) and 41% considering domestic travel (5 percentage point increase). However, a significant proportion still intend to do both (38%). 

Over half (55%) of those planning a domestic holiday expect to take 1 or 2 trips. For most of these trips the budgets are set between $2,000 and $5,000, with 1 in 3 opting for this range.

For international travel, 85% are only expecting to take 1 or 2 trips in the next 12 months. However, the budgets for these trips are significantly higher with half intending to spend $9,000+, which is particularly seen for older Australians.

BRAND CONSIDERATION

As travel demand remains resilient with a clear pivot toward domestic trips and high-value international travel, brands should capitalise on this intent by targeting budget-conscious local travelers with accessible mid-tier packages ($2k–$5k) while tailoring premium, high-spend offers ($9k+) to long-haul international vacationers.

Aerial view of car parked with camper and young man overlooking the Great Australian Bight. Captured while crossing the Nullarbor.

HOLIDAY PLANNING

of Nine's audience trust word of mouth to inform their decisions

Australians prefer to do it themselves when it comes to planning holidays but opinions from friends and family impact decisions

When it comes to planning a trip, Nine’s audience prefer to do it themselves regardless of age or gender. However, they’ll still look to others for information with the key source they trust to inform their decision being word of mouth (55%). This is followed by travel websites (44%) and online review (38%). 

The sources trusted for information varies by age, with 1 in 4 of younger audiences going to social media for reliable information. Conversely, older Australians continue to rely on traditional formats, using print newspapers to find information (31% vs. 14%).

Woman preparing for road trip, planning on the laptop

BRAND CONSIDERATION

While Australians insist on controlling their own travel itineraries, brands can influence their choices by leveraging word-of-mouth credibility and tailoring trust-building channels; using social media for younger self-planners and traditional print for older audiences.

TRAVEL DESTINATIONS

of Nine's audience say location impacts their decision

Location is the key choice driver for travel destinations

Location continues to be the key factor when it comes to choosing a travel destination, with 8 in 10 saying it ultimately impacts their decision. Accommodation (41%) and the price of airfare (39%) also play a role.

The cost of living is having the largest impact on travel decisions for 42% of the audience, however this concern is significantly lower for those 45+ (39% vs. 61%) reinforcing their economical security and higher willingness to spend on non-essentials.

BRAND CONSIDERATION

While destination location remains the non-negotiable anchor for travel decisions, brands must navigate a dual-spending market by leading with clear airfare and accommodation value for cost-conscious travelers, while highlighting premium experiences to financially secure, mature audiences.

Family discussing places where to to for vacation
June 2026 Data
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Navigating the New Normal: Insights from Nine’s Independent Exchange

Insights from Nine's Independent Exchange

Navigating the New Normal

23rd June, 2026

The Panel

Indies_HSToryMaguire

Tory Maguire

Managing Director Publishing,
Nine

Indies_HSJames-Thompson

James Thomson

Senior Chanticleer Columnist,
AFR

Indies_HSJoyce-Moullakis

Joyce Moullakis

Associate Editor,
AFR

Indies_HSMatthew-Knott

Matthew Knott

National Security & Foreign Affairs Correspondent,
SMH & The Age

The world has been upended in the last six years with the global landscape now defined by rapid, compounding disruption. From a pandemic and conflicts to shifting geopolitical alliances and the structural integration of Artificial Intelligence into commercial models, businesses are now operating in an environment that demands constant calibration.

At Nine’s recent Melbourne Independent Exchange event, Managing Director of Publishing, Tory Maguire, sat down with some of the country’s most respected journalists – Matthew Knott, Foreign Affairs and National Security Correspondent, The Sydney Morning Herald and The Age, Joyce Moullakis, Associate Editor, The Australian Financial Review, and James Thomson, Senior Chanticleer Columnist, The Australian Financial Review – to unpack the global market forces shaping 2026.

IMAGE - 1

Pictured, left to right: Tory Maguire, Matthew Knott, Joyce Moullakis, James Thomson

Insights from the Panel:

The New Macroeconomic Reality

The ceasefire between the US and Iran has provided a temporary global reprieve, but the structural aftershocks will continue to reverberate in boardrooms. The panel agreed that corporate focus has moved from theoretical environmental metrics to immediate energy security and affordability.

“The [US and Iran] war might be over but the aftershocks are not over,” noted James Thomson. “It’s going to take months to get the global energy complex rebuilt, and we’ll still have a change in the view of most countries around the world as to how they see energy security.”

Joyce Moullakis identified a stark divergence between consumer mood and action. “Optimism has returned, but there’s still a lot of questions around the consumer. Sentiment is very, very low, but consumers are still spending.”

Thomson explained that this spending resilience is propped up by a massive $3 trillion surge in Australian household wealth over the past two years, driven by rising property values and superannuation returns. This “K-shaped” economic reality means brands must look past surface-level data to target distinct consumer pockets effectively.

AI Evolution: Past the Hype to the Real Bottom Line

AI has progressed from speculative experimentation to a rigid economic necessity. However, corporate Australia is facing an unexpected structural teething problem: the astronomical cost of “token bills”. “Employees are doing exactly what their bosses have told them,” Thomson said. “They’ve been told to go and use AI for everything, and that’s what they’re doing. And suddenly the cost of the AI is becoming a real issue.”

Moullakis pointed to major tech adopters like Uber, which chewed through its entire 12-month token budget in four months. The consensus was clear: the race to integrate AI is no longer optional because no business can afford to slow down while their competitors move ahead.

For brands and marketers, the critical differentiator in an AI-saturated market will be data quality. The ultimate output of any model relies entirely on the verified, premium data sources fed into it.

Moullakis noted that while progressive companies are successfully deploying AI agents to personalise the consumer journey, the back-end focus for corporate leaders is shifting toward cost management.

“CEOs that I speak to do have a level of excitement about the opportunity, but also headcount reduction. When an economy’s not growing very much, cost is something they are looking at very closely.”

Navigating a Fractured Consumer Landscape

The political arena is mirroring the fragmentation seen across modern media consumption. The traditional stability of Australia's two-party system is being tested, accelerated by cost-of-living frustrations and the mainstreaming of alternative political movements.

Matthew Knott emphasised that this shift is being incubated outside traditional channels. Utilising sophisticated, highly produced, independent video ecosystems on platforms like YouTube, alternative movements are bypassing legacy media campaign structures entirely.

“In the way that the traditional parties are doing quite lame TikToks, populist movements are thriving in that part that many people aren’t even aware is going on out there.”

Thomson noted that top-tier ASX executives are scrambling to decode why up to 30% of their customer bases are migrating toward these alternative alignments. He warned that the corporate sector’s core growth strategies could face headwinds if anti-immigration sentiment stalls population growth.

“Corporate leaders like population growth, they like new skills coming into the workforce.  If we didn’t have immigration, we would be in an actual recession.”

IMAGE - 2

The Ultimate Premium on Human Connection

Despite macro volatility, geopolitical pivots, and the rapid rise of the algorithm, the panel closed with a powerful note of clarity regarding the enduring value of human capability.

As automation absorbs data entry, administrative processing and predictable tasks, the premium on baseline human capability is skyrocketing. Thomson shared a key takeaway from a recent interview with National Australia Bank CEO Andrew Irvine, outlining the ultimate strategy for the modern workforce.

“His point was, what you need to teach kids is to have a good handshake and really good personal skills, because that is what AI will never be able to kill. A bank like NAB is actually investing more in frontline bankers because that’s the thing that AI can’t beat.”

The overarching strategic takeaway for the market is clear: the most valuable asset in 2026 is a business strategy that successfully blends technical AI fluency with high-level interpersonal skills, critical thinking, and genuine relationship-building. AI can optimise the process, but the human edge remains the ultimate corporate advantage.

As we navigate these complex waters, Nine remains committed to providing the clarity and insight your brand needs to stay ahead. Whether it’s decoding the impact of policy shifts or understanding the evolution of the media landscape, we’re here to help you turn disruption into opportunity.

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

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Consumer Pulse June 2026

ConsumerPulse_TT
IMAGE TILES 3

WHAT'S HOT AND WHAT'S NOT

June 2026

While the national mood remains predominately negative, the net negative emotions have continued to see a slight decrease. Frustrated, Anxious, Calm, Pessimistic and Stressed are the top feelings this month, followed by Hopeful and Relaxed. In line with the mix of positive and negative sentiment, 35% are feeling a mix of optimistic and cautious. The majority of Nine's audience is intending to buy during EOFY sales, with clothing as the top item and some planning on spending between $101–$500, while others are flexible with their budgets.

Shot of a young woman out shopping in the city

5 June - 8 June, 2026

Inside this month’s Consumer Pulse dip

Frustrated young lady sitting on sofa, cuddling pillow, looking away at window. Lost in thoughts unhappy stressed millennial woman regretting of wrong decision, spending time alone in living room.

Mood of the Nation >

Team of professional women engaging in a friendly meeting, promoting teamwork and collaboration within a modern office environment.

CONVERSATION STARTERS >

Mood of the Nation

The national mood

The national mood still remains predominately negative but has continued to improve since the peak in April, suggesting that Australians are adjusting to the current state of the world. Despite the net negative mood dropping from previous months, negative emotions of frustration and anxiety remain dominant among Australians and have seen an increase from this time last year.

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Dominant mood indicators

In line with last month, frustrated, and anxious have remained the top 2 emotions and continue the trend of negative emotions dominating the list. Calm, pessimistic and stressed complete the top 5 ranking. The remaining top 10 emotions are a blend of positive and negative sentiments, with hopeful, relaxed, sceptical, annoyed and unsure, occupying positions six through to ten. The mix of both positive and negative sentiment highlights the contrasting emotions Australians simultaneously experience, reflecting both their frustration and resilience. 

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NATIONAL MOOD BREAKDOWN

of the under 45 age group feel relaxed

The top emotions see some variation by age, although frustration and anxiety are felt by all, calm ranks second among older audiences, while overwhelmed dominates for those under 45. Additionally, only 13% of younger audiences feel relaxed compared to 21% among older Australians. In line with last month, females report higher levels of anxiety (27%), while males feel frustrated (32%) and calm (27%) more strongly. 

Worried man sitting on the sofa at home, biting fingernails while holding a cup of coffee, deeply lost in thought and grappling with feelings of anxiety and uncertainty

BRAND CONSIDERATION

Amidst widespread national anxiety and frustration, brands must deliver grounding, calming experiences to younger consumers feeling overwhelmed, while engaging older demographics with messaging that respects their relatively resilient and composed mindset.

Conversation Starters

OUTLOOK ON THE YEAR AHEAD

of Nine's audience are feeling cautious

Australians are still feeling cautious with rising prices and global conflicts dominating concerns 

Feelings about the year ahead have remained stable with 1 in 2 feeling cautious. However, younger Australians have shifted their perceptions slightly from cautious (6 percentage point decrease) to a mix of both cautious and optimistic, reinforcing the duality of both positive and negative emotions in the current climate. Those feeling a mix remain hopeful regarding their personal lives, and the reliability of life in Australia, but are unsettled by external issues, specifically global geopolitical instability, and cost-of-living pressure. For all Australians, global conflicts and their impact on fuel prices as well as national security (67%) and rising prices for essentials (67%) remain top concerns. Older audiences are still less likely to be concerned about high rent, loss of employment and ability to afford non-essentials (e.g., holidays, dining out). This lower concern reflects their greater financial stability and suggests that there will be minimal changes in their spending habits. Additionally, males are less likely than females to show concern over global conflicts and the cost of essentials.

Businessman/Politician figurines examine a concrete globe (Europe, Africa)

BRAND CONSIDERATION

Brands should navigate this emotional duality by reinforcing personal and local stability for cautious, budget-conscious consumers while continuing to target financially resilient demographics with premium or non-essential offerings.

EOFY

of Nine's audience are planning to purchase during EOFY

77% of Consumers ready to shop despite cost of living caution

Despite concerns over rising prices, the majority (77%) are planning to purchase during EOFY, particularly males. While the majority are still planning to shop, the cost of living crisis is shifting purchasing intention toward utility with 1 in 4 planning on only buying essentials or replacement items. However, there are still 36% of Nine’s audience who won’t change their shopping habits and intend to purchase any item that catches their eye. Across all those intending to purchase, clothing is the dominant item (39%). Younger audiences are also planning to purchase furniture & home decor, while older audiences are looking at electrical appliances.

BRAND CONSIDERATION

A clear split between highly practical, necessity-driven buyers and resilient, impulse-driven shoppers means brands must dual-track their messaging to offer undeniable functional value alongside high-appeal, standout products.

A smiling group of young adults have fun shopping for retro and vintage clothing styles at a second hand thrift store. Mixed ethnic group. Horizontal image with copy space.

EOFY

of Nine's audience don't have a set budget for EOFY sales

EOFY sees flexible budgets and credit card reliance among Australians 

28% don’t currently have a set budget for the sale season, with this higher among females (32%) in comparison to males (24%). Among those that have a budget, 1 in 4 intend to spend between $101 and $500. 2 in 5 of Nine’s audiences plan to fund their EOFY purchases through a personal credit card. The other preferred method is cash, however younger audiences also show a preference for using a personal debit card.

Happy female customer paying her bill with a credit card in a ceramic store. Cheerful young woman smiling happily while shopping from a local female-owned small business.

BRAND CONSIDERATION

With significant numbers of shoppers operating without fixed budgets and heavily relying on credit cards, brands should offer flexible financing options and clear mid-tier pricing buckets to capture fluid, credit-backed EOFY spending.

Media Consumption in the Past Month

Among Nine’s audience, browsing a website / search engine is the top type of media consumed by audiences (82%). Younger audiences compliment this with social media (79%) significantly more than older Australians (59%). While older audiences maintain a preference for traditional media, using free-to-air significantly more than younger audiences (80% vs. 64%). More women are using social media (68%) compared to men (56%), however across all genders the top 3 media consumed remains consistent with Nine’s total audience.

In comparison to 6 months ago, there has been a slight shift in audience’s habits with consumption of podcasts and print newspapers seeing a 7 percentage point increase. This suggests that audiences are valuing curated and credible content. Additionally, consumption of media from digital news sites remains high at 69% (up +3% pts.), suggesting that with the current global instability, people are looking for daily updates that are reliable and easily accessible.

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May 2026 Data
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