What Pedestrian Group does

Pedestrian Group Pty Ltd is an Australian digital media publisher and wholly owned subsidiary of Nine Entertainment Co., headquartered in Sydney with offices in Melbourne and Brisbane. The company operates a portfolio of youth-focused media brands, including owned properties (PEDESTRIAN.TV, PEDESTRIAN TELEVISION, Pedestrian JOBS, Openair Cinemas, The Chainsaw) and licensed international brands (Gizmodo Australia, Kotaku Australia, Lifehacker Australia, Vice Australia, Refinery29 Australia, Business Insider Australia). Its editorial teams produce content spanning technology, pop culture, entertainment, fashion, gaming, and lifestyle topics, targeting young Australians aged 18-34. The company's primary brand, PEDESTRIAN.TV, reaches 1.042M+ average monthly audience with 2M+ average monthly page views and 7.92M+ average monthly social reach, while PEDESTRIAN TELEVISION distributes via the 9Now streaming platform.

The company monetizes through four revenue streams: digital advertising (display, video, and sponsored content across the Pedestrian Digital Network), Creative Services (an in-house production team delivering custom content, campaigns, events, and merchandise), affiliate revenue (referral fees from partnerships with Amazon, Skimlinks, Impact, Partnerize, and other networks, generating 21K+ annual transactions), and job listings subscriptions (Pedestrian JOBS, a 30-day listing marketplace for creative/media/entertainment employers). The go-to-market motion is sales-led, targeting 'Australia's biggest and most innovative advertisers' through direct sales, an Approved Agency program (10% commission), and direct advertiser relationships documented in Insertion Orders and Rate Cards. Pedestrian Group is supported by Nine Entertainment Co.'s broader media portfolio and cross-promotional infrastructure. The company relies on third-party ad technology (Google, Xandr, Magnite, Pubmatic, Adobe Analytics) and does not disclose proprietary technology platforms or AI/ML capabilities.

Name

Pedestrian Group

Legal name

Pedestrian Group Pty Ltd

Website

https://pedestriangroup.com.au

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

101–250 employees

Short description

Pedestrian Group is an Australian digital media publisher and wholly owned subsidiary of Nine Entertainment Co., operating a portfolio of youth-focused brands (PEDESTRIAN.TV, PEDESTRIAN TELEVISION, Pedestrian JOBS, Openair Cinemas) and licensed international properties. It monetizes through digital advertising, Creative Services, affiliate partnerships, and job listings, serving brand advertisers and creative-sector employers.

Ownership category

akta.pro rank

Headquarters

HQ city

Surry Hills

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Digital Advertising: Pedestrian Group generates revenue by selling digital advertising inventory across its Pedestrian Digital Network, which includes display ads, video ads, and sponsored content on properties such as Pedestrian.TV, PEDESTRIAN TELEVISION, and other youth-focused digital brands.
2. Creative Services: An in-house production team produces branded written and visual content and experiences for clients, including custom materials, television commercials, written articles, videos, podcasts, merchandise, microsites, and webpages. Revenue is generated through production fees and service charges.
3. Affiliate Revenue: Pedestrian Group earns referral fees when users click on links to third-party retailers (such as Amazon) and make purchases. The company also receives flat fees from commercial partners for featuring products in articles or lists.
4. Job Listings: Pedestrian JOBS connects employers in creative, media and entertainment sectors with engaged audiences. Job Listings are published for 30 days and employers pay in advance for placement. Bundle purchases allow employers to post multiple listings within a 12-month period.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Pedestrian Group operates a multi-brand digital media publishing platform that sells digital advertising inventory and Creative Services across its portfolio of owned youth-focused media brands (PEDESTRIAN.TV, PEDESTRIAN TELEVISION, Pedestrian JOBS, Openair Cinemas, The Chainsaw) and licensed international publications (Lifehacker Australia, Kotaku Australia, Gizmodo Australia, Vice Australia, Refinery29 Australia, Business Insider Australia). The company monetizes audiences through display, video, and sponsored content advertising, branded content production services, affiliate referral commissions, and paid job listings in the creative/media/entertainment sectors.

Product overview

Pedestrian Group is a multi-brand digital media platform operating as a portfolio of youth-focused and lifestyle publications. The core offering consists of owned brands (PEDESTRIAN.TV, PEDESTRIAN TELEVISION, Pedestrian JOBS, Openair Cinemas, The Chainsaw) alongside licensed international properties (Vice Australia, Refinery29 Australia, Business Insider Australia, Gizmodo Australia, Kotaku Australia, Lifehacker Australia). The platform provides advertising and Creative Services to connect brands with youth audiences across Australia, monetizing through display advertising, affiliate partnerships, job listings, and branded content production. The network reaches audiences via websites, social media, connected TV, and experiential events.

Differentiator

Problem solved

Functional benefit

Products and services

• PEDESTRIAN.TV Youth-focused digital media brand delivering entertainment, pop culture, technology, gaming, fashion, and lifestyle content with an Australian flavour for young audiences across web, mobile, and social platforms.
• PEDESTRIAN TELEVISION Curated TV destination for young Australians featuring news, comedy, reality, music, and web content, accessible via connected TV, mobile, and web through the 9Now streaming platform.
• Pedestrian JOBS Job listings platform specializing in the creative, media, and entertainment sectors, connecting employers with Pedestrian Group's engaged youth audience. Listings are published for 30 days and available as 12-month bundles.
• Openair Cinemas Outdoor cinema experience bringing films to iconic Australian locations during summer with gourmet food and chilled drinks.
• The Chainsaw Youth-focused digital media brand covering entertainment, culture, and lifestyle topics for Australian audiences.
• Lifehacker Australia Licensed digital publication providing practical tech tips, productivity advice, and life hacks for Australian audiences.
• Kotaku Australia Licensed gaming-focused digital publication covering video games, gaming culture, and industry news for Australian audiences.
• Gizmodo Australia Licensed technology-focused digital publication covering gadgets, science, and tech news for Australian audiences.
• Vice Australia Licensed digital property providing youth culture, news, and entertainment content for Australian audiences.
• Refinery29 Australia Licensed digital property focused on women's lifestyle, fashion, and cultural content for Australian audiences.
• Business Insider Australia Licensed business and financial news publication for Australian audiences.
• Creative Services In-house production service offering design, development, creation, and promotional services including custom editorial content, branded campaigns, e-direct marketing, integrated multi-platform offerings, events, and merchandise for brand advertisers.

Quantifiable outcome

• 1.042M+ average monthly audience
• +4 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration24 records

Partnerships

Six partnerships are on record, tiered minor and core.

• AmazonminorChannel Partner/ Reseller/ DistributorAmazon is an affiliate partner of Pedestrian Group. When users click on links to Amazon from Pedestrian Group sites and make purchases, Pedestrian Group earns referral fees.
• LinkbyminorChannel Partner/ Reseller/ DistributorLinkby is an affiliate marketing network partner that connects Pedestrian Group with brand partners for content monetization.
• Commission FactoryminorChannel Partner/ Reseller/ DistributorCommission Factory is an affiliate network partner enabling Pedestrian Group to access additional brand partnerships and earn commissions on referred sales.
• RakutenminorChannel Partner/ Reseller/ DistributorRakuten is an affiliate partner providing Pedestrian Group with additional monetization opportunities through its affiliate network.
• UpfeatminorChannel Partner/ Reseller/ DistributorUpfeat is a content monetization and Lifehacker Coupons partnership platform that helps Pedestrian Group deliver deals and coupon content to readers.
• 9NowcoreChannel Partner/ Reseller/ DistributorPEDESTRIAN TELEVISION content is distributed exclusively through the 9Now streaming platform, Nine Entertainment Co.'s video-on-demand service, enabling connected TV, mobile, and web access to youth-focused television content.

Scale indicators11 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• News Corp Australia: Australian media arm of News Corp operating news, lifestyle, and entertainment digital properties. Comparable as a large multi-brand Australian digital publisher monetizing through display advertising, branded content, and licensed international brands — competing with Pedestrian for advertiser budgets.
• BuzzFeed: Global digital publisher targeting younger audiences via editorial, video, and branded content. Overlaps with Pedestrian Group in advertiser-funded content production, multi-platform video, and youth audience monetization at scale.
• G/O Media: US-based digital media operator of brands including Gizmodo, Kotaku, Lifehacker, and The Root. Comparable as the parent of the international brands that Pedestrian licenses in Australia, with overlapping editorial verticals and advertising-driven monetization.
• Are Media: Australia's largest magazine and digital media publisher (formerly Bauer Media Australia), operating women's lifestyle and entertainment brands. Comparable as a multi-brand Australian digital publisher monetizing through advertising, branded content, and licensed international properties.
• Vice Media: Global youth-culture digital publisher whose Australian edition is licensed to and operated by Pedestrian Group. Comparable as a youth editorial brand and advertiser-facing platform, though Vice operates globally with a far larger scale and content footprint.

Regional players

• Time Out: Global digital media brand covering food, culture, travel, and things-to-do in major cities. Comparable in its lifestyle/culture editorial model and sponsored-content monetization, but operates primarily in international markets while Pedestrian is Australia-only.

Direct peers

• Junkee Media: Australian youth-focused digital publisher covering music, culture, and lifestyle. Closest direct comparable to Pedestrian Group's youth editorial model and advertiser-facing digital offering in the same Australian market.
• Concrete Playground: Australian digital city guide covering lifestyle, culture, food, and events. Comparable in its Australian digital editorial reach to young urban audiences and its brand-sponsored content monetization model.
• The Brag Media: Australian digital media group covering entertainment, music, pop culture, and lifestyle. Operates the same youth and entertainment-adjacent audience model as Pedestrian Group's editorial brands, competing for the same advertiser spend.
• Mamamia: Australia's largest women's media brand, combining editorial, podcasts, and video with an integrated advertising and branded-content offering. Overlaps with Pedestrian Group's Refinery29 Australia and multi-platform audience monetization approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/pedestriandaily
• YouTubeyoutube.com/channel/UCpfjIj48ZBzD6LgumfwJ4DQ
• Facebookfacebook.com/pedestriandottv
• LinkedInlinkedin.com/company/pedestriantv
• Instagraminstagram.com/pedestriantv/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pedestrian Group