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Nine Entertainment is moving on from its online property platform Domain, a decision that marks the end of an era for the traditional media company as it looks to the future without this key asset.
With the sale of Domain to US firm CoStar expected to give Nine approximately $150 million after sharing dividends with investors, there is speculation about the company’s next steps, possibly indicating a strategy to pursue mergers and acquisitions.
Will Nine Remain No.1?
Despite its-sizeable portfolio of television networks, radio stations, streaming services like Stan, and newspaper titles including the Sydney Morning Herald, the Age, and the Australian Financial Review, Nine faces challenges in maintaining profitability, particularly with its television network which is the main income generator.
TV advertising has been in decline for years, and there is concern that viewers, especially the younger audience, prefer online streaming to traditional broadcasts.
Nine may look towards the growing demand for digital billboards as a potential for new investment, possibly considering acquiring a company operating in the "out-of-home" advertising space.
<h2>Traditional Radio and Streaming</h2>
Nine's radio stations, which reach primarily older demographics, are also challenged by the rise of podcasts and streamed content. There is debate about whether Nine should acquire more radio stations, but considering past media merger performances, this seems less likely.
Nine's streaming platform, Stan, is the one shining area, consistently bringing in more revenue each year. Its recent purchase of Premier League broadcast rights underscores the platform's importance to Nine's future strategy.
<h2>Digital Moneymakers</h2>
Contrary to previous years, Nine's newspapers have found new life with a subscription model that helps replace dwindling advertising revenue, with subscriptions now the primary income source for these publications.
The newspaper business is being reassessed by investors as more valuable than previously thought, which could signal a shift in Nine's business value framework.
<p>With the sale of Domain and payout to shareholders, Nine is not just looking to survive but also to grow, seeking "disciplined strategic
Source: https://www.theguardian.com/media/2025/aug/09/nine-entertainment-media-plans-after-domain-sale
