Australia’s connected TV market just got a powerful new measuring stick. Starting Q4 2025, Nielsen will roll out CTV insights within its Ad Intel platform, giving advertisers, agencies, publishers, and broadcasters an unprecedented look at competitor ad spend and creative strategies across major streaming services—including Netflix, Prime Video, Hulu, YouTube TV, and Paramount+.
The move positions Nielsen’s Ad Intel CTV as one of the first tools in Australia to offer granular, cross-platform competitive intelligence spanning linear TV, digital, and CTV.
“We’re giving Australian clients unmatched competitive intelligence,” said Monique Perry, Managing Director of Nielsen Pacific. “It’s about knowing where the spend is going and what creatives are being used so advertisers can optimise for growth or efficiency.”
Why It Matters
CTV ad spend in Australia is accelerating as viewers swap linear schedules for on-demand streaming. For marketers, that shift means new opportunity—but also new complexity in tracking where rivals are investing. Ad Intel CTV addresses this by:
- Tracking competitor ad placements across streaming platforms, in-app, browser, and Smart TV environments.
- Revealing creative executions driving audience engagement.
- Mapping shifts in ad spend between traditional TV, digital, and CTV.
Context in the Market
While U.S. advertisers have had similar competitive intel for years, Australia’s CTV measurement tools have lagged. This launch closes that gap and gives local marketers a fighting chance in a crowded streaming ad market dominated by YouTube, Netflix, and global OTT players.
As Scott Gillham, Nielsen’s Executive Director of Media Pacific, noted:
“Video continues to dominate the media landscape, and CTV is where audiences are spending their time. Brands need to adapt quickly to seize these opportunities.”
The Competitive Edge
Nielsen says the insights will allow clients to:
- Refine creative strategies based on competitor performance.
- Cut wasteful spending by identifying low-yield placements.
- Optimise campaigns for maximum ROI with targeted, high-performing ads.
In an environment where every marketing dollar counts, being able to see not just where the competition is spending, but also how they’re engaging audiences, could become a decisive advantage.
With Ad Intel CTV landing in Q4, Australian marketers will finally have a clear, data-backed lens on the country’s rapidly evolving streaming ad economy. For a sector defined by speed and fragmentation, that visibility might be the ultimate currency.
