Will they or won’t they?
It’s one of the most contentious questions facing Australian streaming fans.
We’re talking, of course, about whether or not the Nine Entertainment-owned steaming service Stan is planning on introducing ads in the near future.
As it stands, the platform is one of the few streaming services in Australia that remains ad-free. Currently, the only other platform without a lower-cost, ad-supported subscription is Disney+, which is expected to introduce advertising soon.
When asked by Mediaweek at Stan’s 2025 showcase about the potential to include ads, the company’s acting managing director Dan Taylor was carefully coy about the platforms future advertising plans.
“At the moment, we’re just focusing on ads on Stan sport” he said. “I think we feel comfortable about how familiar audiences are with proposition, so we’ll deliver that first.”
For nearly a decade, Stan has held its ground against competitors like Netflix, Amazon Prime Video, Paramount+, and Binge without introducing ads. However, with Nine Entertainment facing financial pressures, the company may need to reconsider its approach to offset declining revenue in other areas.
The financial dramas date back to 2024, with an article published by The Australian Financial Review reporting that former Nine CEO Mike Sneesby’s exit could pave the way for the platform to introduce ads. With Matt Stanton stepping in as acting CEO, discussions around potential changes to the platform’s business model are reportedly underway.
During his tenure, Sneesby had made several efforts to reduce expenses while also securing high-value broadcast rights agreements, including multimillion-dollar deals for the Australian Open, Melbourne Cup, and upcoming Olympic Games in Paris 2024, Los Angeles 2028, and Brisbane 2032.
Former Nine CEO Mike Sneesby
Despite their cost and subsequent knock-on effect, the sporting agreements listed above were touted by the streaming platform during their showcase, with Stan Sport director Ben Kimber also keen to talk about the platforms others offerings – such as sport focused documentaries and commentary – which Kimber believes sets Stan Sport apart from other places such as Foxtel.
OK. So, no ads… yet.
But what about an increase to streaming costs for consumers? After all, the decision wouldn’t necessarily be the deaths knell for new subscriber acquisition. A new report from Ampere Analysis, found Netflix is on track to become Australia’s third-largest ad-supported streaming service by 2027.
The report predicts the global streamer will pull in over $150 million in ad revenue that year. Only 7Plus and 9Now, both broadcaster-run platforms, are expected to generate more from advertising.
The prediction comes despite the platforms recent cost increase, with the price for its ad-supported plan rising to $7.99 per month in June 2024, and audiences are happy to pay. According to recent financial indicators, the company’s fourth-quarter 2024 results beat all expectations with 19 million new subscribers signing up – the single largest quarterly subscriber additions in the company’s history.
As for whether Stan might adjust its pricing to offset the absence of ads, Taylor remained tight-lipped.
“Ah, look,” he responded when asked by Mediaweek, “we’re here today to talk about the showcase, so let’s focus on the great content we’ve got.”
Pictured: Dan Taylor