The Video Futures Collective, also known as the VFC, is an independent industry association focused on championing Australia’s digital video and streaming ecosystem.
The VFC seeks to close the knowledge gap for agencies and brands when it comes to providing proof and articulation on the positive contributions streaming video makes to driving media, marketing and business outcomes.
Video Futures Collective collaborates with AudienceProject to bring independent cross-media audience measurement to Australia
Sydney – 24 August 2026: The Video Futures Collective (VFC) and AudienceProject, a leading provider of independent cross-media measurement, today announced a collaboration to advance transparency, comparability and accountability in video measurement through Australia's first independent cross-media audience measurement solution.
The VFC in Melbourne: Recap
On Thursday, August 13, at The Walt Disney Company’s Melbourne office, the Video Futures Collective hosted agencies and brands at a session drawing attention to key questions and best practices around planning & investing in streaming advertising.
Interim CEO Toby Dewar and Head of Research Jo Moses gave the market an update on the VFC's work to-date and how the industry can better capitalise on the growth of streaming, followed by an informative and lively panel featuring UM's Adam Russell, PMG's Emma Goodchild, Zenith's Simon Schoen and VFC Head of Measurement Murray Love, moderated by Vevo's Australian GM of Sales and VFC representative Tim O'Connor.
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Streaming’s impact is undeniable and straightforward.
Its measurement is not.
The need for accurate cross-platform measurement across streaming is becoming critical, with ad spend set to grow by over 21% this year. Hear from Interim CEO Toby Dewar about what the VFC is doing to close the gaps.
Watch: VFC Launch Event Highlights
Catch up on the content from the Video Futures Collective's launch event held at Netflix's Australian HQ on Thursday, May 7, 2026. Along with a VFC discussion panel featuring major players from Australia's streaming industry, Interim CEO Toby Dewar announced the VFC's new research initiative and provided the market with an update on the body's work to-date.
Meet The Team
Toby Dewar
Interim CEO
With over 25 years' experience in media sales, sponsorship, media strategy and public speaking, Toby brings experienced leadership and a deep understanding of the challenges shaping Australia's digital video revolution. In his concurrent role as Director of Customer Engagement at Foxtel Media, Toby has been closely engaged with the evolving video and streaming landscape, supporting clients with innovative, insight-led media and marketing solutions.
As Interim CEO of the VFC, Toby believes there's a remarkable opportunity to better understand audience behaviour, innovate measurement and create insights that help advertisers make smarter, more impactful decisions.
Jo Moses
Head of Research
Jo has over 25 years' experience in B2C strategic communications, insights and operations across media agency, media industry body and media publisher, including senior leadership positions at Universal McCann and Seven Media Group / RED. More recently, as Director of JoMO Consulting, Jo has worked closely with Foxtel Media providing research consulting services. Jo brings deep experience working in multi-channel research, strategic insights and data-driven solutions that drive commercial growth.
Murray Love
Head of Measurement
The VFC's Head of Measurement, Murray Love, is a veteran of audience data and analytics, with a focus on data innovation, extraction and illumination of insights. Murray brings several decades of experience in media measurement and data strategy, including roles at Quantium and Foxtel Media. Murray is passionate about turning data complexity into business clarity, helping organizations make informed decisions that drive measurable success in today's rapidly evolving media ecosystem.
Natalie Portelli
Head of Marketing & Communications
After 15 years with Sony Pictures Releasing Australia, most recently as Publicity & Promotions Manager, Natalie's career-to-date has seen her interact with major celebrities, form strong media relationships and witness major shifts in the media landscape. As the most recent addition to the VFC team, Natalie brings a robust knowledge of Australia's media, entertainment & streaming sectors, with a finger on the pulse of the latest trends, cultural conversations and industry developments.
Contact Us
General: vfc@videofuturescollective.com.au
Accounts: accounts@videofuturescollective.com.au
Media enquiries: media@videofuturescollective.com.au
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