Streaming giants form Video Futures Collective industry body

The Video Futures Collective (VFC) has formally launched as an independent industry body, bringing together major streaming and video platforms to support the growth of Australia’s digital video market.

Founding members include Amazon Prime, Disney Advertising, Foxtel Media, Netflix, Samsung Ads, SBS, Vevo and YouTube.

The move marks a shift from the group’s previous role as an informal think tank into a non-profit, member-based organisation focused on research, advertising effectiveness and measurement.

Toby Dewar has been appointed interim CEO, alongside a series of leadership hires including Jo Moses as head of research, Murray Love as head of measurement and Natalie Portelli as head of marketing and communications.

The Collective said it will expand its work in standardised measurement and industry research, including studies on video advertising effectiveness and audience behaviour.

“What makes the Video Futures Collective truly unique is the scale of collaboration, with eight major streaming players working together to shape the future of the video sector in Australia,” Dewar said.

The group has already conducted joint research projects examining attention in streaming environments and the effectiveness of video advertising, as it looks to build a stronger evidence base for advertisers.