Advertising is coming to Stan as Nine opens new streaming revenue line

Nine is set to introduce advertising on Stan, expanding the streaming platform’s commercial offer beyond Stan Sport and giving brands access to entertainment inventory for the first time.

The move will see Stan launch an advertising-supported tier called Basic with Ads, priced at $9.99 per month. The streaming platform will continue to offer ad-free entertainment plans, while the new lower-priced tier gives Nine a way to broaden access to the platform and create fresh streaming inventory for advertisers.

The launch marks a significant shift for Stan, which has operated as a subscription-led entertainment platform since launching more than 11 years ago. It also brings Stan further into line with the broader streaming market, where major platforms have moved to hybrid subscription and advertising models.

For Nine, the move gives advertisers the ability to plan and activate campaigns across a broader connected portfolio spanning the 9Network, 9Now, Stan Entertainment and Sport, publishing, digital, 9Podcast and QMS Media.

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Amanda Laing, managing director streaming and broadcast at Nine, said the move would broaden Stan’s audience while supporting investment in content.

“Nine reaches more Australians across more moments, platforms and environments than any other media company, shaping culture - the conversations and live experiences - that people care about most,” Laing said.

“That breadth of connection is a powerful advantage for brands. It enables advertisers to engage audiences in ways that are seamless, consistent and deeply impactful across all of Nine’s portfolio.

“A lower-priced entry point with HD streaming broadens access to Stan and helps us reach more Australians across entertainment and live sport, while supporting continued investment in premium content and Australian storytelling.”

Nine said advertising on Stan will launch with a light ad load designed to protect the viewing experience while creating premium attention opportunities for advertisers.

The expansion will be powered by Nine’s first-party data and audience intelligence, with the broadcaster positioning Stan as part of a more connected planning, engagement and measurement ecosystem.

Matt James, chief sales officer at Nine, said adding Stan to Nine’s advertising offer gives brands a more unified way to reach audiences.

“The strength of a connected media business lies in its ability to bring premium audiences, content and channels together,” James said.

“With Stan now part of our advertising offering, brands can access a more powerful and unified way to connect with Australians across entertainment, sport, news, publishing and outdoor.

“Ads on Stan will allow brands to reach audiences with greater scale, precision and impact.”

Stan is Australia’s only locally owned and operated major streaming platform and sits inside Nine’s broader media portfolio, which reaches more than 20 million Australians each month.

Details on the rollout will be released closer to launch.