Australian-based ad intelligence platform, Bigdatr, is launching its monitoring of CTV, giving local marketers visibility into competitor advertising and media spend data across Australia’s major paid streaming platforms.
This launch aligns with the growing dominance of streaming in Australian viewing habits, with an average of 14 hours per week now spent streaming content.
As audiences move away from linear TV, paid subscription services like Netflix, Stan and Binge have become widely adopted mainstream platforms, with approximately 68 per cent of Australians using subscription streaming services in 2025.
At the same time, Australia’s advertising market reached $13.56 billion in 2025, with 47.7 per cent of total advertising investment still allocated to traditional broadcast channels. However, an increasing share of spend is shifting toward digital channels, reflecting the ongoing transformation in how audiences consume video content and engage with television in the modern media landscape.
Connected TV (CTV) continues this momentum, with over $320 million invested in 2026, underscoring the rapid adoption of CTV as a core channel.
For brands looking to stay ahead, Bigdatr is helping close this gap by providing clearer insight into the CTV landscape.
From 1 July, customers are able to access ad creative monitoring across YouTube, Netflix, Prime Video, Paramount+, Disney+, Stan, Binge, HBO Max, Kayo Sports, and more, and historical and current CTV investment data used to understand how spending patterns have evolved and to identify current spend trajectories.
Customers are also provided 24-hour creative monitoring extended to connected TV (CTV) for a more complete view of cross-platform creative strategy and activity.
“To compete effectively on CTV, marketers need the same visibility they have on other channels: who is advertising, what creative they’re running, and what budgets are behind it,” Bernard Brkic, managing director at Bigdatr said.
“Without it, media and creative decisions are made blind, and opportunities to out-manoeuvre competitors are missed before they’re even seen.”
This launch was driven directly by feedback from Bigdatr’s existing customers, who identified CTV as “the most significant gap in their competitive intelligence”.
That demand reflects a broader global shift in advertiser expectations for streaming environments.
In the United States, 58 per cent of media buyers say they want more capabilities when advertising in live content on streaming platforms compared to linear TV. Australian marketers are following the same trajectory, with 71 per cent of ad buyers expecting to increase spend on ad-supported streaming this year, while 46 per cent plan to increase investment in programmatic connected TV (CTV) in 2026.
CTV intelligence is built directly into the Bigdatr platform, sitting alongside competitor monitoring across linear TV, display, search, social, radio and out-of-home. CTV creative and estimated spend gives marketers a single view across 13+ media channels, removing the need to compare data across different platforms.
