Mi9
- Company typePublic
- Founded1997
- HeadquartersSydney, Australia
- Headcount251–500
- GTM typeB2B
- OfferingServices
Mi9 firmographics
Firmographics- Name
- Mi9
- Legal name
- Nine Entertainment Company
- Website
- https://mi9.com.au
- Company type
- Public
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Ownership category
- akta.pro rank
Mi9 industry classification
Industry- Product category
- Multi-Platform Media Advertising
- NAICS
- Broadcasting and Content Providers (516)
- SIC
- Television Broadcasting Stations (4833)
- akta.pro primary industry
- SVOD Streaming Channels (Subscription OTT) (MPABAHAB)
- akta.pro secondary industries
- Personalization, Recommendations & Search (MPAHAJAF), Video/CTV/OTT Media Buying (MPAAABAE)
Keywords
Where Mi9 is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Markets served
Mi9 business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Advertising Revenue: Multi-format advertising across television, broadcast video on demand, digital platforms, print publications, podcasts, subscription video on demand (Stan), and events. Revenue is generated through ad placements, sponsored content, and branded entertainment solutions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom advertising packages |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
Mi9 product offering
Product offeringCore offering
Mi9 is a digital media company that sells multi-platform advertising solutions to brands and agencies seeking to reach Australian audiences across television, digital, print, podcasts, subscription video on demand (Stan), broadcast video on demand (9Now), and events. The company monetizes its owned content portfolio and audience reach through advertising placements, sponsored content, branded entertainment, and audience-targeted data products, supported by proprietary audience segmentation technology (9Tribes) and consumer research services (Consumer Pulse).
Product overview
Mi9 operates as part of Nine Entertainment Company, a leading multi-platform Australian media network. The product portfolio spans television (including flagship programs like 9News, 60 Minutes, The Block, MAFS, Love Island Australia, and LEGO Masters), broadcast video on demand (9Now), subscription video on demand (Stan Entertainment), digital and print publications (Financial Review, AFR Magazine, Good Food, Traveller), podcasts, and events. Supporting these content offerings are advertising solutions (Powered by Nine), audience segmentation tools (9Tribes with 68 audience segments across nine verticals), and research services (Consumer Pulse and Consumer Pulse Sport). The platform integrates data-driven AI capabilities to deliver personalized audience targeting and advertising solutions.
Differentiator
Problem solved
Functional benefit
Brands
- 9News: News and current affairs division of Nine
- Stan
- The Block
- Married at First Sight (MAFS)
- LEGO Masters
- 60 Minutes
- Love Island Australia
- Australian Financial Review
- 9Honey
- Drive.com.au
- FIN Magazine
- Good Food
- Traveller
- 9Tribes
- Headliners
Products and services
- 9Tribes Audience Segmentation An audience segmentation product that provides 68 distinct audience segments across nine verticals, enabling advertisers and brands to precisely target Australian consumer audiences for data-driven advertising campaigns.
- Stan Entertainment A subscription video on demand (SVOD) streaming service offering premium series, blockbuster movies, and beloved homegrown franchises to Australian consumers in a light ad load environment, with advertising opportunities for brands seeking entertainment audiences.
- 9Now Broadcast Video on Demand A broadcast video on demand (BVOD) platform delivering live television and on-demand content from Nine's television network online, providing advertising-supported video streaming to Australian audiences.
- Consumer Pulse A research and insights service providing consumer pulse data and audience intelligence to brands and advertisers to inform media planning and campaign strategy.
- Consumer Pulse Sport A specialized research service providing sports-focused consumer insights and audience intelligence for brands and advertisers targeting Australian sports audiences.
- Powered by Nine An advertising solutions suite offering premium advertising products across print, digital, and performance channels, enabling brands to execute multi-platform advertising campaigns through Nine's media properties.
Companies that use Mi9
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles2 records
Mi9 technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature1 record
Mi9 partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- AirwallexminorAirwallex featured as a case study partner in Nine's advertising showcase. The fintech company leveraged Nine's platforms including Australian Financial Review to command national business conversation, demonstrating Nine's capability to deliver brand outcomes for financial technology clients.
- B&TminorCollaborative editorial partnership producing the 'Headliners' series, a multimedia showcase of brand advertising excellence in print and digital. Features case studies including Airwallex, CareerOne, and T2, demonstrating successful brand integrations across Nine's media properties.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Mi9 competitors and assessment
Company assessmentBroad incumbents
- Australian Broadcasting Corporation (ABC): Publicly funded national broadcaster operating TV, radio, and digital/iview streaming. Operates in the same broadcast and digital media categories as Nine but government-funded and non-commercial — competes for audience share and ad-eligible viewers.
- Netflix: Global SVOD leader and Stan's most direct head-to-head competitor in the Australian market. Comparable as a subscription streaming service competing for the same audience and the same advertising-supported CTV inventory.
- Special Broadcasting Service (SBS): Australian public broadcaster with multilingual TV, radio, and digital operations. Competes with Nine for audiences and operates a similar multi-platform model, though on a smaller scale and government-funded.
- Disney+: Global SVOD competitor with deep content library (Marvel, Star Wars, sports). Comparable to Stan as a premium subscription streaming alternative targeting Australian households.
Direct peers
- Foxtel Group: Australian subscription TV and streaming operator (Foxtel, Kayo Sports, Binge) owned by Telstra and News Corp. A direct competitor to Stan for paid premium streaming subscribers and premium sports rights.
- Seven West Media: Australia's largest free-to-air television network (Channel 7) and digital publisher operating news, entertainment, and sports programming. Direct competitor to Nine's 9Network across linear TV, BVOD (7plus), and digital news/lifestyle properties.
- News Corp Australia: Operates The Australian, Herald and Weekly Times mastheads, Sky News Australia, and Foxtel/streaming assets. Directly comparable to Nine across print publishing, digital news, and subscription streaming/broadcast businesses.
- Network 10 (Paramount Australia): Australian free-to-air broadcaster (Channel 10) and BVOD/SVOD operator (10 Play, Paramount+) owned by Paramount Global. Competes directly with Nine's linear network, Stan, and 9Now for audiences and advertising spend.
Regional players
- Sky Network Television: New Zealand's leading pay-TV and streaming operator (Sky Sport, Neon, Sky Open). Comparable to Nine's ecosystem as a multi-platform broadcaster in a neighboring regulated market, but focused on NZ rather than directly competing in Australia.
Others
- The Trade Desk: Global independent ad-buying platform that competes with the demand-side mechanics of Nine's Powered by Nine advertising solutions. Adjacent/ecosystem participant — comparable as a programmatic and audience-targeting technology provider, though not a media owner.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Mi9 social profiles
Digital presenceMi9 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mi9 leadership team
Management profileNumber of profiles
Mi9 subsidiaries and ownership
Company hierarchySubsidiaries7 records
Mi9 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mi9 M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Mi9
What does Mi9 do?
Mi9 is a digital media company that sells multi-platform advertising solutions to brands and agencies seeking to reach Australian audiences across television, digital, print, podcasts, subscription video on demand (Stan), broadcast video on demand (9Now), and events. The company monetizes its owned content portfolio and audience reach through advertising placements, sponsored content, branded entertainment, and audience-targeted data products, supported by proprietary audience segmentation technology (9Tribes) and consumer research services (Consumer Pulse).
Is Mi9 a public or private company?
Mi9 is a public company. It is classified as unknown and is currently operating.
When was Mi9 founded?
Mi9 was founded in 1997. It employs 251 to 500 people.
Where is Mi9 based?
Mi9 is headquartered in Sydney, Australia, in the Oceania region.
How does Mi9 make money?
One revenue line is on record: advertising Revenue.
Who are Mi9's main competitors?
Broad incumbents on record are Australian Broadcasting Corporation (ABC), Netflix, Special Broadcasting Service (SBS) and Disney+. Direct peers are Foxtel Group, Seven West Media, News Corp Australia and Network 10 (Paramount Australia). Sky Network Television is listed as a regional player. The Trade Desk is listed as an others.
Does Mi9 have an API?
No public API is recorded for Mi9.
What industry is Mi9 in?
Mi9's product category is Multi-Platform Media Advertising. Its primary akta.pro industry code is MPABAHAB, SVOD Streaming Channels (Subscription OTT), with a secondary code of MPAHAJAF, Personalization, Recommendations & Search. Its NAICS code is 516 and its SIC code is 4833.