Nine Entertainment has secured a significant partnership with Warner Bros. Discovery (WBD), becoming the exclusive sales partner for advertising on the upcoming MAX streaming service in Australia. This deal positions Nine as a major player in the ad-supported streaming market, integrating MAX into its existing digital video strategy.

Key Takeaways

• Nine will exclusively sell advertising inventory for MAX in Australia.
• MAX is set to launch on March 31, featuring a range of premium content.
• The partnership enhances Nine’s digital video offerings alongside 9Now and Stan Sport.
• WBD’s content will be available in one place for the first time in Australia.

Overview of the Partnership

Nine has been appointed by WBD to act as the exclusive sales partner for advertising on the MAX streaming service, which is set to launch on March 31. This partnership allows Nine to leverage its advanced technology and sales infrastructure to maximize advertising opportunities for the ad-supported tier of MAX, known as Basic With Ads.

Content Offerings on MAX

MAX will be the home for a variety of premium content, including:

• HBO Originals: Such as The Last of Us and The White Lotus.
• Max Originals: New and exclusive series and films.
• Warner Bros. Films: A selection of popular movies.
• Discovery Content: Real-life programming from channels like HGTV and ID.

This diverse content slate is expected to attract a wide audience, making it an appealing platform for advertisers.

Strategic Benefits for Nine

The partnership with WBD allows Nine to:

• Enhance Audience Reach: By combining MAX with its existing platforms, 9Now and Stan Sport, Nine can offer advertisers access to a larger audience across both Subscription Video On Demand (SVOD) and Broadcast Video On Demand (BVOD) categories.
• Innovative Ad Solutions: Nine’s Centre of Digital Excellence will provide advertisers with streamlined and effective advertising solutions, improving return on investment.
• Leverage Local Expertise: Nine’s local market knowledge and established relationships will help maximize the effectiveness of advertising campaigns on MAX.

Quotes from Leadership

Michael Brooks, General Manager of WBD Australia and New Zealand, expressed enthusiasm about the partnership, stating, "This is the first time WBD’s premium slate of content has existed in one place in Australia. Launching MAX with an ad-supported tier creates a compelling offer for viewers and advertisers alike."

Matt James, Nine’s Acting Chief Sales Officer, added, "The combination of MAX’s amazing content and world-leading advertising products with Nine’s local expertise is a unique opportunity for clients in this country. This relationship with WBD will accelerate our strategy into the digital video market."

Conclusion

As the launch date approaches, both Nine and WBD are poised to make a significant impact in the Australian streaming landscape. With MAX’s diverse content offerings and Nine’s robust advertising capabilities, this partnership is set to redefine the ad-supported streaming experience for Australian viewers and advertisers alike.