Foxtel Media launches the Video Futures Collective, a think-tank championing streaming and digital video

Foxtel Media has revealed the foundation of a new media industry think tank: the Video Futures Collective, to spark conversation, solve issues, and shine a spotlight on the Australian digital video and streaming landscape.

The think tank will explore a range of ideas related to video advertising in a consultative and transparent manner with the wider media industry. The Video Future Collective is envisaged as an open platform for discussion and cooperation on industry issues rather than a formalised body or organisation.

Initial members include Foxtel Media, YouTube, Samsung Ads, Disney Advertising and SBS. 

Foxtel Media CEO, Mark Frain said, “Over the last 10 years the media industry has gone through rapid change and we now operate in an environment complicated by the fragmentation of video platforms – making it increasingly challenging for advertisers to capture a holistic view of the market. In parallel, streaming has now reached a tipping point of scale and influence, creating more opportunities for brands to engage and connect with audiences.

“We believe open and transparent industry discussion between streamers, broadcasters, publishers, and advertisers is necessary to influence industry best practice. To that end, we are delighted to announce the launch of the Video Futures Collective – an inclusive think tank driven by shared principles.”

The Video Futures Collective will explore three priority areas in the short, medium, and long term including:

• First priority areas: Building consensus on streaming video basics such as naming conventions, definitions and best practice; and supporting training and education.

• Second priority areas: Collaboration on industry-wide case studies and exploration of innovation across measurement models. 

• Third priority areas: Investigating closer integration with agencies around planning and buying. 

Adam Sadler, SBS’s director of media sales said: “SBS has long had an audience-first approach which has seen us put SBS On Demand at the forefront of our strategy. We are pleased to join this think tank which will bring together many of the key players in the fast-moving streaming market. We see this move as complementary to our ongoing support of existing industry currency.”

Caroline Oates, head of YouTube ads and programmatic, said: “Despite years of convergence between digital and linear video, there is still yet to be a single place where video streaming providers align to discuss the issues and opportunities facing the industry. While we are competitors, a transparent and collaborative think tank that identifies issues that require industry buy-in and collaboration can play an important role in driving the entire industry forward.”