DAZN Media+, the ad sales arm behind Foxtel, Kayo SPORTS and BINGE in Australia, has signed a commercial deal with Copenhagen-based AudienceProject to measure its streaming and linear TV inventory on one shared basis. The announcement is dated 3 September 2026. The reports land with advertisers from 2027 — no month specified.
Translation for media buyers: today, a brand running across three DAZN platforms plus linear gets several audience numbers that cannot legally be added together. From 2027, it should get one deduplicated figure.
What the deal actually covers
According to the release, AudienceProject will combine census-level campaign delivery data from DAZN Media+ platforms with its own independent, consented panel — the hybrid model it already runs in Europe. Outputs include demographics, co-viewing, reach and frequency, platform overlap and incremental reach.
The body copy names Kayo SPORTS, BINGE, Foxtel Go and linear TV. A quote from DAZN Media+ Chief Sales Officer Nev Hasan also mentions Foxtel Now. The release doesn’t reconcile the two lists. Commercial terms, panel size, demographic breaks and local auditing are all undisclosed.
Incremental reach is the number that matters
Hasan cited internal testing: streaming added 36% reach to AFL campaigns and 27% to NRL campaigns. Note the caveat — those are vendor-supplied figures from DAZN’s own cross-platform tests, with no sample size or measurement window disclosed. The entire point of the AudienceProject agreement is that such numbers have not previously been produced independently.
Still, the framing is the right one. Total reach flatters everybody. Incremental reach asks the awkward question: how many people did the streaming buy touch that the linear buy hadn’t already hit?
- Duplicated reach = you paid twice to talk to the same household. Frequency inflation dressed up as scale.
- Incremental reach = genuinely new households. That’s growth, and it justifies the CPM premium.
- Without deduplication, the two look identical on a media plan. Every effective CPM and channel-level budget call downstream inherits the error.
Hasan said the deal means DAZN can “independently demonstrate the true scale and unique reach” of its combined assets — an implicit admission that it couldn’t before.
Why Australia needed this
Australian video spend has outrun the measurement under it. Digital advertising hit a record $4.9 billion in Q1 2026, up 15.3% year on year, with video at 73.2% of total display spend (from 71.4%). BVOD grew 10.1% in the quarter.
Buyers have been vocal. IAB Australia survey work published in May 2026 documented a measurement gap across a $5.4 billion video market, with ad-supported subscription streaming trailing the field: only 63% of respondents consistently or sometimes got adequate data signals, and 19% said signals from that category were rarely available.
Sport makes it worse. Ipsos iris data put Australian streaming at roughly 21 hours a week, and IAB Australia found 13.5 million Australians aged 14+ visiting an online sports site or app monthly in the year to February 2026, with BVOD sport spiking during September finals and the January Australian Open. Concentrated, expensive windows are exactly where duplicated reach costs the most and hides the best.
The catch: portfolio, not market
This is a single seller buying measurement for its own inventory, on its own timetable. It deduplicates inside the DAZN portfolio. It does not reconcile DAZN delivery against YouTube, Netflix, Prime Video or the commercial broadcasters.
That’s the job of the Video Futures Collective, which announced its own AudienceProject collaboration on 24 August 2026. The Collective — formalised in March 2026 with founding members including Amazon Prime, Disney Advertising, Foxtel Media, Netflix, Samsung Ads, SBS, Vevo and YouTube — is a market-level play. Whether both strands converge on the same panel, definitions and cadence will decide how much fragmentation actually closes.
What growth teams should do now
Don’t wait for 2027. Start asking every video seller for incremental reach over your linear or your largest platform buy, and demand the methodology alongside the number. Log which sellers can answer and which deflect — that list is your negotiating leverage when independent numbers arrive.
And remember: DAZN’s 2026 spring carnival, summer cricket and January tennis campaigns will still be planned and reported on the old basis.
Source: PPC Land
