How Nine delivers superior experiences to drive subscription growth

360° customer view

Real-time data push to internal communication channels

2.6x YOY increase in research studies


Nine is Australia’s largest locally owned media company with investments spanning television, video on demand, print, digital, and radio. Nine’s assets include the Nine Network, major mastheads such as The Sydney Morning Herald, The Age and Australian Financial Review, digital properties such as, 9Honey, Pedestrian.TV, and CarAdvice, subscription video platform Stan, talk-back radio and majority investments in Domain and Future Women.

Fast Facts


Media & Entertainment


Customer Experience

Product Managers


Use case:

Customer experience

Business Outcome:

Improve customer satisfaction

Drive revenue growth

De-risk decisions

Business Challenge

With the media industry facing a decline in print revenue, Nine saw a need to shift its focus to the digital realm and grow both digital subscriptions and online ad revenue. Nine also needed to create a way to push real-time feedback via its websites to decrease response time, increase responsiveness to requests from the organisation, and ultimately enhance audience engagement.


Partnering with Vision Critical, Nine established six distinct insight communities, across multiple publications and platforms, to better understand audience segments, specific needs, and behaviors. By connecting attitudinal and preference data from Sparq with transactional data via multiple data integrations, Nine has developed a 360-degree view of its audiences.

Subscription and segmentation data from the subscriber database and behavior data such as mobile app and website access information from Google Analytics is combined with data from Sparq to enhance audience feedback, reduce the number of profiling questions asked to members, as well as ensuring the most up to date information is available on members. Insights are used to drive business decisions including managing churn, monitoring satisfaction, and measuring the organisation’s overall success.

This approach of collecting subscriber insights has been deemed vital to every team in order to make data-driven decisions about all facets of the business. Due to the speed of response the insight communities afford, the Audience Insights team has doubled the amount of research studies completed over the past year.

360° customer view

Real-time data push to internal communication channels

2.6x YOY increase in research studies

The insight communities became our compass, allowing us to work through our hypotheses quickly, methodically and cost-effectively, while surfacing new insights to set our product development on the right course. Now, as we move into app production, we can test our concepts and prototypes on a weekly basis to help us iterate with confidence.

-Ben Haywood, Director, Audience Products, Nine

The community helps us understand ‘customer truth’ and enables us to regularly validate and sense check business questions. With a continuously expanding community we are loving the ‘genuine feedback conversations’ that we are having with our members.

-Janani Venkataraman, Research Manager, Audience Insights – Product and Content, Nine

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