Nine 2027 Upfront: Nine brings Sofa to Street strategy to life – Nine has used its 2027 Upfront at The Cutaway in Barangaroo to set out a “Sofa to Street” strategy that connects its streaming, broadcast, publishing and outdoor businesses under one commercial offering.
The approach brings together Channel 9, 9Now, Stan, Nine Publishing and digital out-of-home assets. For TV viewers, the strategy matters because it frames the broadcaster’s 2027 content investment as part of a larger push to connect television, streaming and the places Australians encounter media during the day.
One ecosystem across screens and streets
Nine says the model is designed to give advertisers a way to reach audiences across premium audiovisual, publishing and outdoor environments, while supporting local news, sport and entertainment. Chief executive Matt Stanton said the group had set out to build a digital-first network that could meet audiences wherever they are.
The company says its next steps include a single content-delivery system across Channel 9, 9Now, Stan, mobile, publishing and digital out-of-home. It also announced that QMS Australia will become Nine Outdoor from January 2027, with more than 2,000 sites across major cities.
What was announced
The overarching Upfront presentation also covered Shop Today, Stan’s expanded Originals and acquisitions slate, Nine Publishing’s live-experience strategy, QMS’ new SHOP network, the Nine Neo trading platform, the 2027 Channel 9 and 9Now programming slate, and a major sport offering.
Nine chief sales officer Matt James said the group’s assets allow it to move audiences from television and streaming to journalism and physical environments. The company will take the offering to agencies and clients for 2027 planning after the Upfront.
For more TV Central Channel 9 news, head here. Find Nine’s consumer services at Nine.
Meanwhile, the 2027 plan puts local content and platform investment at the centre of Nine’s wider offering. As a result, the announcement gives audiences a clearer view of how the group plans to connect television, streaming and related media. In addition, Nine says it will roll out the new initiatives nationally. Ultimately, the strategy is intended to support its 2027 audience and content plans.
Moreover, the model gives Nine a clearer way to align its separate businesses. Therefore, its teams can plan activity across the group more consistently. However, television remains a key part of the approach. Consequently, the company has made Channel 9 and 9Now central to its 2027 plan.
Nine built the plan around local scale. It wants advertisers to use one route. The group controls its own assets. Its teams will connect each service. Channel 9 will carry major programs. 9Now will extend viewing. Stan will add subscriptions. Nine Publishing will add journalism. Nine Outdoor will add public screens. The proposal focuses on Australian audiences. The company will start the rollout in 2027. Its sales teams will lead the work. Clients will receive more detail. The presentation ends with a clear message.
