In The Know: Media Industry Update OCT 2025
The media pulse decoded by your agency.
Contents:
- From the MD
- Reddit Resurgence
- Latest from 2026 Upfronts
From the MD
As we are on the runway to end of year, we’re proud to reflect on the growth we’ve achieved together, both for our clients and for Audience Group.
To keep building on this momentum, we’ve welcomed two valuable new additions to our team. Lewis Coghlan, our new Solutions Architect, will strengthen our intelligence capabilities through the integration of data, automation and AI. Marcus Sountas joins our digital team to help lead digital smarts and performance.
You’ll no doubt meet Lewis and Marcus soon, and we’re excited about the role they’ll play in driving even greater growth for your business.
Reddit Resurgence
Reddit isn’t just a niche forum anymore. It’s the internet’s most honest focus group. In Australia, it now delivers up to 57% unduplicated reach, often from people who aren’t on mainstream social platforms. That means access to audiences others are missing, in an environment where peer-to-peer trust carries more weight than brand-to-consumer spin.
AG View: A differentiated, authentic environment where peer-led conversations reclaim brand narratives, build credibility, and deliver incremental reach well beyond the usual suspects.
AG Best Use: Perfect for extending campaign reach into unique audiences, fuelling trust through authentic voices, and contribute to your search reputation. We think AMAs, customer reviews, and community-driven storytelling are all great ways to tap into this social channel.
Latest from 2026 Upfronts
SBS
Highlights: Doubling down on premium sport, diverse storytelling, uncluttered ad loads, and multicultural scale.
AG View: Less clutter equals more attention (though proof still needed). SBS continues to deliver incremental multicultural reach and strong brand safety—critical for sensitive categories.
AG Best Use: Brand building for national brands, purpose-led campaigns, and advertisers needing clarity in lighter ad loads. Pair with BVOD/digital video to capture light TV audiences.
Foxtel Group
Highlights: Measurement muscle (CommBank iQ, Adgile, tvbeat), streaming revenues outpacing linear, “refresh” content slate.
AG View: Foxtel’s strength is closed-loop measurement that plays nicely with MMM. Streaming dominance fuels faster innovation. Hardware retreats like Hubbl signal the focus is where the scale is.
AG Best Use: Sports reach and cross-screen campaigns where exposure can be linked directly to sales or site outcomes.
Amazon (Prime Video + Ads, wider Amazon Ads)
Highlights: First Aussie upfront. Prime Video + retail data + Netflix deal = a full-funnel contender. 5M+ Australians see Prime ads monthly.
AG View: Smart, cost-efficient reach with attribution baked in. Expect them to consolidate premium streaming audiences, but they’ll need to prove audience and daypart depth.
AG Best Use: DTC and ecommerce brands who want retail-media accountability in premium video. Start with test-and-learn in key audiences or states.
oOh!
Highlight: Summer is the spending season. $166b in activity, 16m more transactions, +2.6% uplift in OOH ROI, $2.9b more in discretionary spend.
AG View: Longer days mean more moments outdoors, more visibility, and higher openness to influence, perfect storm for OOH effectiveness.
AG Best Use: Brand building and discretionary product categories. Leverage OOH’s high-visibility when Australians are most active and receptive.
