Video Futures Collective moves from think tank to industry body
Toby Dewar presents at Foxtel's 2025 upfront (Mumbrella)
The Video Futures Collective has evolved from a think tank set up in early 2024 by Foxtel Media, to become an independent industry body, counting some of the biggest players in the local streaming ecosystem among its members.
The industry member association brings together video advertising leaders from Amazon Prime, Disney Advertising, Foxtel Media, Netflix, Samsung Ads, SBS, Vevo and Youtube in order to promote Australia’s digital video and streaming ecosystem.
The VFC will employ at least three new staff in a mix of permanent and part-time roles. Toby Dewar, director of customer engagement at Foxtel Media, has been appointed interim CEO. Despite Dewar’s interim title, the collective isn’t actively seeking a new CEO at the moment, with plans to make a decision on a permanent CEO later in the year.
Jo Moses, formerly of Universal McCann and Seven Media Group, will be head of research. Murray Love, whose experience includes audience data and analytics roles at Quantium and Foxtel Media, will be the group’s head of measurement, with former head of publicity and promotions at Sony Pictures Australia Natalie Portelli joining as head of marketing and communications.
The VFC said it will now “move forward as an independent industry body focused on rigorous research, standardised measurement, and long-term growth for Australia’s streaming video ecosystem”
The non-profit, member-based organisation will launch “an accelerated program of initiatives” which includes “research into the effectiveness of video advertising” and programs to help enhance measurement.
Dewar said in the press release the VFC is unique due to “the scale of collaboration, with eight major streaming players working together to shape the future of the video sector in Australia”.
“Globally, this level of coordination is unique, and it gives us a remarkable opportunity to understand audience behaviour, innovate measurement and create insights that help advertisers make smarter, more impactful decisions.
“By moving from an informal think tank to a formal independent industry association, we are not just responding to changing viewing habits; we are shaping the way the market evolves.”
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