Netflix Ads has become the latest member of the Video Futures Collective (VFC), joining the video and streaming 'think tank' alongside Amazon Advertising, Disney Advertising, Foxtel Media, Samsung Ads, SBS, Vevo, and YouTube.

The VFC states its primary aim as promoting the commercial contribution and growth of video streaming within the Australian media landscape, with a focus on research, education, and advocacy to enhance the role of video streaming across connected TV audiences. The collective has been working closely with advertisers and agencies to establish a sustainable, scalable, and accountable digital video ecosystem, running up against commercial TV measurement body OzTam.

Senior Manager of Advertising Sales at Netflix ANZ, Heidi Monro, said: "Netflix joining the VFC marks a significant next step for our Ads business in Australia. VFC serves as a crucial forum for dialogue and partnership amongst streamers, broadcasters, advertisers, and publishers, enabling us to achieve shared industry goals, and enhancing industry practices and measurement techniques, and we’re excited to play our part."

Netflix's involvement with the VFC will see the company participate in new research projects and activities. Current research initiatives by the VFC include exploring the commercial contribution for brands across video streaming platforms and conducting a study on attention and context amplification for video streaming.

VFC steering committee member and Director of Customer Engagement at Foxtel Media, Toby Dewar, said: "The addition of Netflix Ads to the VFC’s ranks is a landmark moment that reinforces our collective reach across the vast majority of Australian streaming audiences.

"The Video Futures Collective formed to fill a gap in the market and serves as a space where streaming platforms, marketers and agencies can come together to shape the future of premium streaming video advertising. With Netflix Ads now at the table, that vision is stronger than ever, and we are excited to see how our collective collaboration drives the category forward."